The effects of mailing design characteristics on direct mail campaign performance

Feld, Sebastian; Frenzen, Heiko; Krafft, Manfred; Peters, Kay; Verhoef, Peter C.

doi:10.1016/j.ijresmar.2012.07.003

Cited by 52 publications

(43 citation statements)

References 63 publications

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“…Direct marketing typically involves a call for action, which can be a special offer or specific information that is relevant to a consumer at a certain moment (Prins and Verhoef 2007;Rust and Verhoef 2005;Venkatesan and Kumar 2004). Again, we do not study the persuasion process of this marketing instrument as such (see Feld et al 2013). Figure 1 presents our conceptual model.…”

Section: / Journal Of Marketing March 2014mentioning

confidence: 99%

Dynamic Effects of Social Influence and Direct Marketing on the Adoption of High-Technology Products

Risselada

Verhoef

Bijmolt

2014

Journal of Marketing

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187

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Many firms capitalize on their customers' social networks to improve the success rate of their new products. In this article, the authors analyze the dynamic effects of social influence and direct marketing on the adoption of a new high-technology product. Social influence is likely to play a role because the decision to adopt a high-involvement product requires extensive information gathering from various sources. The authors use call detail records to construct ego networks for a large sample of customers of a Dutch mobile telecommunications operator. Using a fractional polynomial hazard approach to model adoption timing and multiple social influence variables, they provide a fine-grained analysis of social influence. They show that the effect of social influence from cumulative adoptions in a customer's network decreases from the product introduction onward, whereas the influence of recent adoptions remains constant. The effect of direct marketing is also positive and decreases from the product introduction onward. This study provides new insights into the adoption of high-technology products by analyzing dynamic effects of social influence and direct marketing simultaneously.

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Section: / Journal Of Marketing March 2014mentioning

confidence: 99%

Dynamic Effects of Social Influence and Direct Marketing on the Adoption of High-Technology Products

Risselada

Verhoef

Bijmolt

2014

Journal of Marketing

Self Cite

187

120

View full text Add to dashboard Cite

show abstract

“…Furthermore, in our analysis we assessed the number and timing of mailings that LP members received, without looking deeply at the contents of said mailings (e.g., Feld et al, 2013). Further research may better account for the contents of mailings.…”

Section: Limitations and Further Researchmentioning

confidence: 99%

Reward redemption effects in a loyalty program when customers choose how much and when to redeem

Dorotić

Verhoef²,

Fok

et al. 2014

International Journal of Research in Marketing

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The redemption of loyalty program (LP) rewards has an important impact on LP members' behavior, particularly on purchase behavior before and after redeeming a reward. However, little is known about the interplay between members' purchase and redemption behavior when members are not pressured with points expiration and they choose for themselves when and how much to redeem. In this context, the effects of redemption are not straightforward, as little additional effort is required from an LP member to obtain the reward. Analyzing the behavior of 3,094 members in such an LP, we find that the mere decision to redeem a reward significantly enhances purchase behavior before and after the redemption event, even when members redeem just a fraction of their accumulated points. Conceptually, we refer to this enhancement as the redemption momentum, which is an alternative and novel explanation of the existence of pre-reward effects that does not depend on points-pressure. In addition to the overall impact of redemption on purchases, prior purchase behavior also enhances redemption decisions. Finally, we find a number of moderating effects on purchase and redemption behavior that derive from the length of LP membership, age, income and direct mailings. Our study's most important managerial implication is that firms can avoid imposing binding thresholds and/or points expiry and still enhance members' purchase behavior.

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“…As a response to the increasingly competitive market environment, NPOs are continually adopting marketing instruments (Eikenberry ; Sargeant, Hudson, and West ; Sosin ). Specifically, NPOs are aggressively relying on direct mail marketing strategies leading to the NPO sector to be among the top five industries employing direct mailings (Feld and others ). For example, in November 2006, more than fifteen German NPOs sent more than one million direct mail articles to (potential) donors (Hermes ).…”

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confidence: 99%

Profiling Donors of Blood, Money, and Time

Shehu

Langmaack

Felchle

et al. 2015

Nonprofit Mgmnt & Ldrshp

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Understanding donor profiles is crucial for donor relationship management. Whereas previous research has focused on profiling blood, money, or time donor segments separately, we define seven donor profiles based on their former donation behavior for blood, money, and time donation and compare them to non‐donors. Relying on representative data from the German Socio Economic Panel, we use an extensive set of characteristics that include sociodemographic, psychographic, health‐related, and geographical measures and simultaneously investigate profiles of donors for single and multiple donation forms and non‐donors by means of a multinomial logistic model. Our results reveal valuable insights for donor acquisition and retention strategies of nonprofit organizations along the identified profiling characteristics of donor segments. By this, our findings help nonprofit organization managers to better target single and multiple donors across three donation forms.

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The effects of mailing design characteristics on direct mail campaign performance

Cited by 52 publications

References 63 publications

Dynamic Effects of Social Influence and Direct Marketing on the Adoption of High-Technology Products

Dynamic Effects of Social Influence and Direct Marketing on the Adoption of High-Technology Products

Reward redemption effects in a loyalty program when customers choose how much and when to redeem

Profiling Donors of Blood, Money, and Time

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