Efficiency is key to maximizing results when evaluating the success of a direct mail campaign. The 40/40/20 rule is a strategic guideline that can help marketers allocate their efforts and resources effectively. This rule breaks down the components of a successful direct mail campaign into three critical parts: the audience, the offer, and the creative design.
In this article, we'll discuss the 40/40/20 rule to help you create the best mail marketing program possible.
Ed Meyer & the History of the 40/40/20 Rule
In the 1960s, the marketing landscape underwent significant transformation, and Ed Mayer, a pioneering figure in advertising, played a crucial role in shaping modern direct mail strategies. Mayer, renowned for his innovative approach to marketing, introduced the 40/40/20 rule, a framework designed to help marketers allocate their efforts efficiently. Before Mayer's influence, direct mail campaigns often lacked strategic focus, leading to suboptimal results and wasted pieces of mail.
Recognizing the lack of strategic focus, Mayer broke down the essential components of successful mailing campaigns into three key areas: 40% on list building, 40% on the offer, and 20% on creative content.
By prioritizing these elements, Mayer provided marketers with a structured approach to maximize the impact of their mail campaigns. His emphasis on list building highlighted the critical role of reaching potential customers and specific demographics within the target audience. At the same time, his focus on offers underscored the need to provide value that prompts action, enhancing the response rate.
The 40/40/20 Rule Today
Mayer's rule became a cornerstone for marketers seeking to optimize their direct mail efforts. It offered a blueprint for success that balanced strategic targeting with persuasive communication. By creating compelling offers and a clear call to action, marketers could effectively reach existing customers and target audiences, making the most of physical mail and postal services.
This cost-effective approach to marketing campaigns allowed businesses to save money and improve their overall marketing strategies. As marketing continues to evolve, Mayer's insights on direct mail remain relevant, emphasizing the importance of a well-crafted mail piece in a comprehensive marketing strategy.
Your Mailing List (40%)
Getting your offer in front of the right set of eyes makes all the difference. The more targeted your audience, the more likely the person receiving an offer is to take action. Many companies have already built their lists with detailed information from many people.
However, if your list is outdated, you will waste money on mail services by sending to old addresses, sending duplicate information, or sending to disinterested people. Sometimes, building a highly qualified list will have an enormous impact on your results.
Your Offer (40%)
Talking to the right person won't matter if the pitch is off.
Having an up-to-date and well-targeted mailing list is important, but you will need to follow up with a solid offer if you hope for someone to accept it. Consider what value you can give someone. Make sure it is enticing so the reader will want to respond. Be clear and concise with a compelling call to action so your reader knows exactly why and how to take the next step.
Your Creative Work (20%)
Getting the right people on a list to see your offer are two important steps, but the creative touches can make the difference between making a sale and losing a potential customer. Make sure you have the fundamentals of powerful copy, design, editing, formatting, and images to show a professional offer. Use branding and exciting colors to draw their eyes. Use whitespace, short messaging, and clearly readable fonts.
40/40/20 Rule Applied to Digital Marketing
The 40/40/20 rule is not just for postal mailing lists; it can also be used for emailing lists! Some slight changes need to be made to adapt the rule for digital marketing purposes. For example, the audience targeting aspect can include more digital analytics, such as a car dealership targeting someone who searched for a mechanic in their area.
While the offers in the second 40% could remain similar to the postal offers, the 20% rule of creating compelling content may include different types of visuals, such as a video instead of a picture, or SEO optimization on a landing page attached to your advertisement. Part of the reason the 40/40/20 rule remains popular today is how it's been adapted to fit the digital marketing landscape.
Putting the 40/40/20 Rule Into Practice
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