The Cost-Effectiveness of Alternative Advance Mailings in a Telephone Survey

Advance letters are being used increasingly to combat the declinein response rates, but their effectiveness depends partly ontheir being read. In the face of the post-9/11 anthrax mailingscare, the Office for Survey Research (OSR) converted to usingadvance postcards rather than advance letters. Subsequently,the OSR conducted an experiment to test the effectiveness ofsending letters, postcards, or nothing to directory-listed numbersselected in a large random digit dial (RDD) telephone survey.In terms of response rates, the results clearly indicate thatsending advance letters is more effective than sending postcards,which, in turn, is more effective than sending nothing. A detailedcost-effectiveness evaluation indicates that sending lettersactually saves money, despite the increased costs associatedwith the mailings, compared to sending postcards; sending postcardsis also more cost-effective than not sending anything.