If you’ve ever sent a direct mail campaign, you know that there’s a lot that goes into it. And when you’re thinking about sending a campaign to your customers it’s probably because there is something you want to share with them. But where do you start? That’s where the 40/40/20 Rule of Direct Marketing comes in.
The rule was created by marketing guru Ed Mayer and has proven to be successful by many marketers. The formula turns the focus onto your audience and offer, with a little less on the creative side, which is often where most marketers want to start.
Let’s dive into why the 40/40/20 Rule needs to be on your radar for every direct marketing campaign you send.
Your audience is the group of people who will receive your message. It’s important that your audience is highly targeted and well defined. With a targeted mailing list, you’ll be able to reach the right people with quality data. By using a combination of location and demographic selects, you’ll reach your most profitable consumer groups and mail to those most likely to respond. Taking the time to find the right audience for your campaign is essential and you can easily order a mailing list while placing your order with The Mailworks. Enter your zip codes and choose from hundreds of unique selects to target the best recipients for your campaign.
Everyone loves a good offer, so why not incentivize your audience when they receive your campaign. Because you defined your target audience you can really narrow down on an offer you know they can’t refuse. What have they been asking for? Or what can you do to get them to make a purchase? The offer should come in the form of a discount, rebate, bonus, or freebie. A time limit on these offers will require your audience to act quickly, leading to more sales.
Now that you’ve determined your target audience and offer, it’s time to get creative. How are you going to present your offer and campaign to your audience? You’ll want to present your message so it grabs the attention of your audience. Think about their senses in terms of what they will be able to see and touch. Will your direct mail be oversized or have a foil finish? Great design can reinforce your message and be a persuasive power for your campaign. In this step you’ll also want to determine the price and postage of your printed mailing piece.