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

OnderzoeksoutputAcademicpeer review

26 Citaten (Scopus)


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.

Originele taal-2English
Pagina's (van-tot)301-308
Aantal pagina's8
TijdschriftInternational Journal of Research in Marketing
Nummer van het tijdschrift4
StatusPublished - okt.-1997

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