We present several methods for the maximization of expected profits when households are selected from a mailing list for a direct mail campaign. The response elicited from the campaign can vary over households, as is the case with fund raising or mail order selling. The decisions taken by the...

When the parameters of the model describing consumers' reaction to a mailing are known, addresses for a future mailing can be selected in a profit-maximizing way. Usually, these parameters are unknown and are to be estimated. Standard estimation are based on a quadratic loss function. In the...