Marketing expert Ed Mayer advanced a formula for direct marketing called the “40/40/20 Rule”. Though developed in the 1960’s, the concept is still viable and is worth keeping in mind when creating your direct marketing campaigns.
The rule reflects that the first 40% of emphasis lies in determining the audience you are making the offer to. The next 40% should be placed on what you are offering and how you’re offering it. The last 20% should focus on creative, format, production, etc.
Remember, you can put all of your effort into creating an absolutely beautiful mail piece, but it won’t matter if you’re not sending it to the “right people”. #DirectMailWorks