Email marketing · Profit-based target-selection methodology with empirical predictive evaluation.
Optimal Selection for Direct Mail
Marketing Science · 1995
Summary
Empirical part reports high predictive accuracy and higher net returns than traditional approaches.
For your marketing
Possible founder application
Use as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
Reported result
What the study found
Empirical part reports high predictive accuracy and higher net returns than traditional approaches.
Research question
What the authors investigated
Which households should receive direct mail when mailing cost and expected return are optimized?
Design
Profit-based target-selection methodology with empirical predictive evaluation.
Sample and setting
Household mailing-list population in a direct-mail setting.
Scope and transfer
Limitations to keep in view
Abstract does not disclose the firm/sample size and evidence is from direct-mail target selection; external validity is limited by that setting.
Research sources
Publisher abstract explicitly reports empirical predictive accuracy and net-return comparison. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.