The use of timing to increase personalisation, message impact and response rate

Tony Rizzo
Additional contact information
Tony Rizzo: Marquis Software Solutions, USA

Journal of Brand Strategy, 2020, vol. 9, issue 2, 143-151

Abstract: The purpose of this quantitative experimental study was to understand if the use of marketing automation utilising transaction recency compared to a mass-market approach generated statistical significance and an increased response rate. To answer this question, direct mail was used as an instrument to test this hypothesis. The study contained a sample of individuals from nine participating financial institutions. Each participant received one of two direct mail treatments, containing either time personalisation or no time personalisation. Evidence of a statistically significant relationship was found between time personalisation and consumer response, χ2 (1, N = 43,581) = 25.16, p

Keywords: marketing automation; direct mail; personalisation; financial services (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/5766/download/ (application/pdf)
https://hstalks.com/article/5766/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2020:v:9:i:2:p:143-151

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().