40/40/20 Rule of Direct Marketing
The 40/40/20 rule is a tried-and-true formula for success that all businesses should follow. The dictum is that 40 percent of your direct marketing success is dependent on your audience, another 40 percent is dependent on your offer and the last 20 percent is reserved for everything else—including how the material is presented.
40% Audience—Power of a Good Mail List
Be sure you know who your audience is and target them with your campaign. Sending your campaign to the wrong people will drastically reduce your ROI.
40% Offer—Add Value Through a Promotion
Your recipients need a reason to act. Include an offer of some type and make it time-limited so you can measure your campaign’s success and ROI.
20% Everything Else—Design and Execution
A great design is important to attract attention and get your message across. It is well worth your while to hire a designer to produce an outstanding campaign look. For your direct mail pieces, find a printer with a reputation for quality, customer service and experience. Your printer should be able to mail your direct mail pieces for you and have a way to track and analyze your campaign data.
TIP: Analysis—Be the Customer
Take a step back from your direct mail marketing efforts and approach them as your prospects. How would you react to your materials? Is the offer strong enough? Does the brochure/postcard/flyer look credible?