Blog

Ultimate Guide to the 40/40/20 Rule to Improve Your Direct Mail Program

If only a keyboard with a key for "mailing list" were possible, you wouldn't need the 40/40/20 rule to guide your campaigns.Do you use your time efficiently to get the best out of your mailing program?

In the 60s, the marketing and advertising mastermind Ed Mayer came up with the 40/40/20 rule. With this rule, he guides marketers to focus their energy in the most efficient way possible. He breaks down the focus of mailing campaigns into three sections: 40% on list building (who you send the offer to), 40% on the offer (what your audience gets out of it), and 20% on your creative content (the copy, design, formatting, etc.). 

In this article, we’ll break down the 40/40/20 rule so you can create the best mail marketing program possible.

Your Mailing List (40%)

Getting your offer in front of the right eyes makes all the difference. The more targeted your audience, the more likely the person receiving an offer is to make an action. Many companies have already built their list with detailed info from many people. However, if your list is outdated, you will end up wasting money sending to old addresses, sending duplicate info, or sending to disinterested people.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 a mailing list that is up-to-date and well-targeted 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. 

Putting the 40/40/20 Rule into Practice

There you have it - a marketing rule established in the 60s that continues to resonate with people in the industry, and thus their readers, to this day. Make sure to have you spend most of your time building a strategically targeted list and crafting an enticing offer if you hope to have success with your campaign. Need help building your mailing list? Progressive Data Services has a solution for that. We are a data-base management company here to help your mailing program grow. Whether you need help with your postal mail, email, or telemarketing list, we have you covered.

Guide To Direct Mail Success and Checklist

It is harder to turn down someone who is in front of you. Similarly, when you put your offer in your target audience’s hand, they are more likely to consider doing business with you. Direct mail marketing has been and continues to be a solid...

When Outsourcing Your Web Development Makes Sense

Do you remember a time when technology was a luxury and a hot new trend? Nowadays, incorporating tech into your business plan is necessary for most industries. A functional website is a fundamental aspect of your business’s success. For many...

Avoid These 7 Common Data Errors to Save Money

For businesses to run well, they must run efficiently. A big part of running an efficient company is cutting costs where you can to use your money more intentionally. For tech companies, digital inefficiencies can end up being a major financial...

Reasons Good Data Quality Improves Your Email Hygiene

Harnessing the potential of an email marketing program has many professionals focusing on creating engaging content. This push toward an enticing email leads them to pour effort into building personal connections and optimizing subject lines and...

Best Ways to Use Data Hygiene

Good data hygiene impacts your company by removing redundancies, streamlining your data, and ensuring the accuracy of reports so you can have the most tailored, client-centered solutions that will drive your business to the next level. Good quality...

What Back End Web Development Brings to the Table

The prettiest of websites are a joy to behold. No question. What happens, though, when a user wants to obtain some information out of that site? Does it provide the correct information on time? That's where having solid back end functionality...

Direct Mail is Alive and Well

With the rise of social media, many people would say that direct mail is dead. Fat chance! Direct mail has many advantages; it’s highly-targeted, cost-effective, and flexible. Even though many campaigns are now replaced with online...

Why Clean Data Matters

Data is the most valuable asset of any company (next to humans, that is). With better data quality comes more informed and actionable decisions, whether in the marketing and sales realm or from a business operations standpoint.  Contact...

How to Best Use Blog Content in Your Emails

Positioning your mailing list as an exclusive, resource-filled trove of goods for your subscribers will ensure you keep current followers and invite new ones to join. There are many reasons not to send the entire content of your most recent blog to...

Benefits of Data Analysis For Your Business

Consumers now more than ever want to work with companies which provide personalized attention. Companies could sweep complaints with service under the rug in the past. Nowadays, those same complaints appear on social media, challenging a...

Top 5 Ways a Mailing List will Benefit Your Business

Social media is all the buzz right now, but email remains one of the most widely used marketing tools for small businesses. According to the State of Small business report, a whopping 50% of small businesses use email in their marketing...

Welcome to Our New Website!

We've added great new features and updated our content to bring you the most up to date information about our company.  Check back often for updates.
(!) COVID-19 Update from Progressive Data Services
See statement >