CAVS Publication Abstract

Analysis of Customer Response Rates: Pilot Application of DOE to Mass Mail Marketing

Walden, C., & Holt, R. (2009). Analysis of Customer Response Rates: Pilot Application of DOE to Mass Mail Marketing. In James Chapman (Ed.), technical report provided to SourceLink. Madison, MS: CAVS Extension.

Abstract

The purpose of this project is to analyze the effects of different factors on the response rate of recipients receiving an advertising mailer. This pilot project was conducted at the request of SourceLink, a mass mailing marketing company. The purpose of the project was to explore the opportunities that a design of experiments (DOE) approach might provide to their clients in terms of increased effectiveness of mass mail marketing. This project focused on a pilot project conducted by Source Link with one of their large regional bank customers. Over 46,000 mailings were sent to prospective customers of the bank and the response rates were observed for each combination of factor levels.