A meta-analysis of effect sizes based on direct marketing campaigns

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Abstract
We document the effect sizes (i.e., the strength of a relationship or the magnitude of a difference between variables) of results of direct marketing campaigns that were submitted as entries in the Direct Marketing Association's 1991 Echo Awards Program. A total of 837 Echo Award entries was analyzed. Of these entries, only 211 campaigns were complete to the extent that effect sizes could be estimated. The 211 experimental effects are all defined as response rates (i.e., the percentage of consumers responding for more information from the total number of consumers having been exposed to an advertising campaign). The results indicate that certain direct marketing variables such as the use of color, toll‐free phone numbers, response forms, etc., may not in fact have an important influence on response rates. The size of the campaign, however, may influence the response rate, indicating that smaller, more focused, campaigns result in higher response rates.

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