Conjoint experiments for direct mail response optimization

Abstract

Given the growing number of firms that use direct mail, it is important to develop methods to improve response rates. Better selection methods are useful for this improvement; determining the important characteristics of the mailing and constructing an optimal design is another way to improve the response. In this paper we focus on the latter. A framework is presented to obtain the optimal direct mail design. We propose and compare two ways of data collection, one in an experimental setting and one in a field‐experimental setting. Both approaches are illustrated with an empirical application for a charity institution, referring to the development of an optimal design of an envelope and a letter.

The effects of mailing design characteristics on direct mail campaign performance

“…The preceding discussion suggests that featuring the sender's name or brand in promotional campaigns can be dysfunctional. The prior studies on direct mail design did not show any significant effects from revealing the sender's identity on the envelope on the opening or the response behavior (Bell et al, 2006;de Wulf et al, 2000;Vriens et al, 1998).…”

“…Research has generally supported the view that pictures can affect ad and brand attitudes, beyond the effects they have on the consumers' beliefs about the product (e.g., Miniard et al, 1991). The direct marketing literature has provided some initial support for the effectiveness of using certain visual stimuli such as typographic accentuations and illustrations (Bult, van der Scheer, & Wansbeek, 1997), teasers (Roberts & Berger, 1999;Vriens et al, 1998;van der Scheer et al, 1996), or special envelope formats (Nash, 2000;Vriens et al, 1998).…”

E-mail advertising: A study of consumer attitude toward e-mail advertising among Indian users

“…Thus, it seems interesting to gain insight into the antecedents of consumer attitudes toward e-mails. Vriens et al (1998) were the fi rst to dissect the process of responding to a direct mail offer. According to these authors, the content of the mailing infl uences the probability of taking notice of the offer made and the attractiveness of the offer increases the probability of responding.…”

Financial And Non-financial Factors Motivating Individual Donors To Support Public Benefit Organizations

“…However, 6.99% of them found the PBO's mission not to be important at all. Respondents could choose answers from the list (based on the previous research, including Bekkers, 2008, Vriens et al, 1998, but they also could indicate other purposes not listed in the questionnaire. The last thing the respondents were asked was to state other, less significant factors taken into account by individual donors in making donations (see Chart 4).…”