Following the 40/40/20 Rule in Direct Marketing
“FEI’s sales database is gigantic,” Zoot pointed out. “I’m not sure if we have time to comb through our gigantic database on our hands and knees.”
“Then, maybe we should consider enlisting a data management services company to standardize and verify the accuracy of our list. Address correction resources can improve our mailing campaign’s efficiency by keeping our list’s contact information up-to-date,” Marka said.
“Next week we’ll talk more about the offer and the creative, two other important aspects of a direct marketing campaign,” she added.
“I can hardly wait,” Org enthused, tossing the wrongly-addressed piece of mail in the trash.
Today’s FIRE! Point
The 40/40/20 rule identifies the three main components of a direct marketing campaign and quantifies the import role each one plays in its success. Maintaining an accurate and up-to-date in-house mailing list will help ensure your promotions arrive at the right address with the right information. If internal time and resources for list management activities are scarce, consider enlisting a data management services company to standardize and verify list accuracy. Address correction resources can improve your mailing campaign’s efficiency by keeping your list’s contact information up-to-date.
FIRE! in Action
List Building Creates Better Marketing
The Maids International created a “demographic snapshot” of past customers and used the data to build a list of prospects with similar characteristics. When mailed to, the targeted households yielded a 49 percent higher response rate than non-targeted names, and the mailing achieved a 105 percent increase in ROI over the company’s previous mailing.
Next week: Discussion of the 40/40/20 Rule continues with suggested best practices for the offer and design components.