Direct Mail Success: Re-thinking the 40-40-20 Rule

Posted by James Ravetti

May 21, 2014 10:00:00 AM

Direct-mail-success-rethinking-the-40-40-20-ruleFor many, many years experts have preached that the secret to direct mail success lay in following the revered “40-40-20 Rule”: 40 percent of a direct mailing’s success is dependent upon the list; 40 percent of the success comes from the offer; and 20 percent of the success is due to the creative.

Does that old axiom still hold true in the digital age, or has it gone the way of the fax machine and the 22¢ stamp?

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Topics: direct mail, Mailing Lists, call to action, DM offers, 40-40-20-rule


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