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dc.contributor.authorFeld, Sebastian
dc.contributor.authorFrenzen, Heiko
dc.contributor.authorKrafft, Manfred
dc.contributor.authorPeters, Kay
dc.contributor.authorVerhoef, Peter C.
dc.date.accessioned2014-07-08T12:51:34Z
dc.date.available2014-07-08T12:51:34Z
dc.date.issued2013
dc.identifier.citationInternational Journal of Research in Marketing, 30(2013)2: 143-159nb_NO
dc.identifier.issn1873-8001
dc.identifier.urihttp://hdl.handle.net/11250/197267
dc.descriptionThis is the authors’ accepted manuscript to the article. The final publication is available at www.elsevier.comnb_NO
dc.description.abstractDesigning effective direct mail pieces is considered a key success factor in direct marketing. However, related published empirical research is scarce while design recommendations are manifold and often conflicting. Compared with prior work, our study aims to provide more elaborate and empirically validated findings for the effects of direct mail design characteristics by analyzing 677 direct mail campaigns from non-profit organizations and financial service providers. We investigate the effects of (1) various envelope characteristics and observable cues on opening rates, and (2) characteristics of the envelope content on the keeping rates of direct mail campaigns. We show that visual design elements on the outer envelope – rather than sender-related details – are the predominant drivers of opening rates. Factors such as letter length, provision of sender information in the letter, and personalization positively influence the keeping rate. We also observe that opening and keeping rates are uncorrelated at the campaign level, implying that opening direct mail pieces is only a necessary condition for responding to offers, but not per se a driver of direct mail response.nb_NO
dc.language.isoengnb_NO
dc.publisherElseviernb_NO
dc.titleThe effects of mailing design characteristics on direct mail campaign performancenb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.source.pagenumber143-159nb_NO
dc.source.volume30nb_NO
dc.source.journalInternational Journal of Research in Marketingnb_NO
dc.source.issue2nb_NO
dc.identifier.doi10.1016/j.ijresmar.2012.07.003
dc.description.localcode2, Forfatterversjonnb_NO


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