Mailing smarter to catalog customers
A major issue that dominates the current thinking of catalogers is how to send mail more efficiently in order to increase response rates and decrease wasteful mailing activity. Currently cataloguers assume that a mailing decision should be made when expected profit (or lifetime value) is positive or...
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| Veröffentlicht in: | Journal of interactive marketing 2000, Vol.14 (2), p.2-16 |
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| container_end_page | 16 |
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| container_issue | 2 |
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| container_title | Journal of interactive marketing |
| container_volume | 14 |
| creator | Gönül, Füsun F. Kim, Byung-Do Shi, Mengze |
| description | A major issue that dominates the current thinking of catalogers is how to send mail more efficiently in order to increase response rates and decrease wasteful mailing activity. Currently cataloguers assume that a mailing decision should be made when expected profit (or lifetime value) is positive or at best when expected profit exceeds a certain threshold. We offer a new perspective. We suggest that a customer be sent the current catalog only if the expected profit with the current catalog exceeds the expected profit without the current catalog.
We develop, estimate, and test a hazard function model with unobserved heterogeneity to estimate the sensitivity of the customers’ purchase intensity to catalog drop and to other factors. We explicitly allow for customers to order from previous catalogs and control for the effects of promotional rest and wearout. We find that it is better to send (not too many but) a few catalogs with (not too long but) a moderate amount of time between them in order to encourage purchases. |
| doi_str_mv | 10.1002/(SICI)1520-6653(200021)14:2<2::AID-DIR1>3.0.CO;2-N |
| format | Article |
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We develop, estimate, and test a hazard function model with unobserved heterogeneity to estimate the sensitivity of the customers’ purchase intensity to catalog drop and to other factors. We explicitly allow for customers to order from previous catalogs and control for the effects of promotional rest and wearout. We find that it is better to send (not too many but) a few catalogs with (not too long but) a moderate amount of time between them in order to encourage purchases.</description><identifier>ISSN: 1094-9968</identifier><identifier>EISSN: 1520-6653</identifier><identifier>DOI: 10.1002/(SICI)1520-6653(200021)14:2<2::AID-DIR1>3.0.CO;2-N</identifier><language>eng</language><publisher>New York: Elsevier Inc</publisher><subject>Advertising ; Business to business commerce ; Customers ; Decision making models ; Direct marketing ; Distribution costs ; Dynamic programming ; Financial analysis ; Interactive marketing ; Response rates ; Statistical analysis ; Studies</subject><ispartof>Journal of interactive marketing, 2000, Vol.14 (2), p.2-16</ispartof><rights>2000 Direct Marketing Educational Foundation, Inc. Originally published in [2000] by Wiley Periodicals, Inc.</rights><rights>Copyright © 2000 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.</rights><rights>Copyright (C) 2000 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><cites>FETCH-LOGICAL-c3281-8d6af01aaac0416c9d53d9c9be39682990d106017d795e800bcff4687a44e7913</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://onlinelibrary.wiley.com/doi/pdf/10.1002%2F%28SICI%291520-6653%28200021%2914%3A2%3C2%3A%3AAID-DIR1%3E3.0.CO%3B2-N$$EPDF$$P50$$Gwiley$$H</linktopdf><linktohtml>$$Uhttps://www.proquest.com/docview/229656539?pq-origsite=primo$$EHTML$$P50$$Gproquest$$H</linktohtml><link.rule.ids>314,780,784,1417,27924,27925,45574,45575,64385,64389,72469</link.rule.ids></links><search><creatorcontrib>Gönül, Füsun F.</creatorcontrib><creatorcontrib>Kim, Byung-Do</creatorcontrib><creatorcontrib>Shi, Mengze</creatorcontrib><title>Mailing smarter to catalog customers</title><title>Journal of interactive marketing</title><description>A major issue that dominates the current thinking of catalogers is how to send mail more efficiently in order to increase response rates and decrease wasteful mailing activity. Currently cataloguers assume that a mailing decision should be made when expected profit (or lifetime value) is positive or at best when expected profit exceeds a certain threshold. We offer a new perspective. We suggest that a customer be sent the current catalog only if the expected profit with the current catalog exceeds the expected profit without the current catalog.
We develop, estimate, and test a hazard function model with unobserved heterogeneity to estimate the sensitivity of the customers’ purchase intensity to catalog drop and to other factors. We explicitly allow for customers to order from previous catalogs and control for the effects of promotional rest and wearout. 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Currently cataloguers assume that a mailing decision should be made when expected profit (or lifetime value) is positive or at best when expected profit exceeds a certain threshold. We offer a new perspective. We suggest that a customer be sent the current catalog only if the expected profit with the current catalog exceeds the expected profit without the current catalog.
We develop, estimate, and test a hazard function model with unobserved heterogeneity to estimate the sensitivity of the customers’ purchase intensity to catalog drop and to other factors. We explicitly allow for customers to order from previous catalogs and control for the effects of promotional rest and wearout. We find that it is better to send (not too many but) a few catalogs with (not too long but) a moderate amount of time between them in order to encourage purchases.</abstract><cop>New York</cop><pub>Elsevier Inc</pub><doi>10.1002/(SICI)1520-6653(200021)14:2<2::AID-DIR1>3.0.CO;2-N</doi><tpages>15</tpages></addata></record> |
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| language | eng |
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| source | Access via SAGE; EBSCOhost Business Source Complete; Access via Wiley Online Library; ProQuest Central UK/Ireland |
| subjects | Advertising Business to business commerce Customers Decision making models Direct marketing Distribution costs Dynamic programming Financial analysis Interactive marketing Response rates Statistical analysis Studies |
| title | Mailing smarter to catalog customers |
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