Secrets to Direct Mail Success
Pssssst. Hey you. Ya, you. The first secret is that ... direct mail is not dead. In fact, the DMA's 2012 Response Rate Report said that direct mail generates higher conversion rates than digital channels (but email demonstrates the highest ROI). A direct marketing guru shared the second secret with me. He said if you want a successful direct mail campaign, you HAVE to follow the 40/40/20 rule. Google it. You’ll find lots of people agree. Apparently a gentleman named Ed Mayer came up with the idea in the 1960’s, and it’s as valid today as ever. If you want your direct mail campaign to succeed, you need to put your focus in the right place: 40% on the list 40% on the offer 20% on the creative The List —…