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

Author

Listed:
  • Rizzo, Tony

    (Marquis Software Solutions, USA)

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

Suggested Citation

  • Rizzo, Tony, 2020. "The use of timing to increase personalisation, message impact and response rate," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(2), pages 143-151, September.
    • Handle: RePEc:aza:jbs000:y:2020:v:9:i:2:p:143-151
    as

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    More about this item

    Keywords

    marketing automation; direct mail; personalisation; financial services;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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