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This study investigates the effect of call-to-action (CTA) direct mailings (DMs) on customers’ purchase behavior and how this effect is moderated by incentive type as well as customer characteristics. The authors analyze individual purchase behavior of a panel of 179,525 customers across 40 Dutch optical retailers over 9 years. The empirical results show that CTA DMs that include an incentive have a higher positive impact on customer's purchase probability compared with those without an incentive. Furthermore, non-monetary incentives, especially utilitarian ones, have a higher positive impact than monetary incentives. Our results also show that customer heterogeneity plays an important role in the influence of CTA DMs on purchase incidence. More specifically, CTA DMs have a higher impact on purchase incidence for customers with higher past purchase frequency, lower purchase recency, longer relationship …