Direct
Marketing Tips from the Pros
 What
is the 40-40-20 rule for direct marketing success?
Nat G. Bodian has the answers. In his book, Direct
Marketing Rules of Thumb, Bodian states:
“The 40-40-20 rule was developed by direct marketing
maven Ed Mayer many years ago. It divides direct
marketing success into three segments as follows: 40
percent to using the right mailing list; 40 percent
to who the mailer is and what he has to offer; 20
percent for everything else – postage rate, format,
paper, stock, color, copy, graphics, etc.”
--- Direct Marketing Rules of Thumb was published by
McGraw-Hill, Inc. Copyright |
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