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SRC-b7d0ba96a7bfb2b6 · Source record

Direct Mail to Prospects and Email to Current Customers? Modeling and Field-Testing Multichannel Marketing

Journal of the Academy of Marketing Science / Springer Nature · 1 connected claims

Canonical route

https://doi.org/10.1007/s11747-023-00962-2

Claims connected to this source

  1. MWITA-ELO-2026-006In the stratified randomized beauty-retail experiment, email had no significant sales effect in any of six customer-value segments, despite observational models finding email responsiveness for some current-customer segments; direct mail worked for prospects and the email-plus-mail interaction was small but significant only for medium-value customers.Evidence A

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