Interaction between target and mailing characteristics in direct marketing, with an application to health care fund raising

J..R. Bult, H.R. van der Scheer, T.J. Wansbeek

Research output: Contribution to journalArticleAcademicpeer-review

25 Citations (Scopus)

Abstract

The major decision variables for the development of a direct mail campaign are the characteristics of the mailing and the characteristics of the tar ets receiving the mailing. Traditional direct mail research treats both aspects separately although a they are likely to interact. We present a new target selection strategy that simultaneously takes both characteristics into account by using different mailings offering the same product to different targets. Using data from an experiment conducted by a Dutch health care organization, we show that our selection strategy increases the net returns of a fund raising campaign. (C) 1997 Elsevier Science B.V.

Original languageEnglish
Pages (from-to)301-308
Number of pages8
JournalInternational Journal of Research in Marketing
Volume14
Issue number4
Publication statusPublished - Oct-1997

Keywords

  • direct marketing
  • target selection
  • direct mail development
  • fund raising
  • SELECTION

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