The 40/20/20 Rule – What is it? And how can it help grow your business?


By Hail Post.

In the mid-1900s, a direct mail and marketing expert introduced the 40/20/20 rule to help businesses utilize direct mail to grow their business.

But what is it? And what does that mean to you? We’re here to help. The 40/20/20 rule contains three sections that businesses should focus on when participating in direct mail campaigns.

So, what are the three sections, and how much emphasis should you place on them? This article sheds some light on the situation. The three elements are audience, offer, and “other elements.” In order of importance, you should focus 40% on your audience, 20% on your offer, and 20% on other elements. But how you do that can be difficult when trying to handle the marketing on your own. That’s where HailPost, powered by ddk marketing, comes in to help.

  1. Appealing to the right people is crucial when executing a direct mail marketing campaign. With HailPost, we help you find the households that need to hear from you most. We keep a record of past storms in your service area, sorted by storm intensity and recency. This helps you choose whether you’re wanting to target households recently affected by a storm, or reach out to remind households that their window to make an insurance claim is closing and they should call you to set up a consultation. No matter what your marketing needs are, HailPost can help you reach the right audience.
  2. We allow for customizable variable sections, including an offer. Do you offer a discount for homeowners who are recently affected by a storm, or do you have a specific area of expertise that you want to promote? If you don’t select an offer, we’ll default the section to show storm information that is likely to make a homeowner react to a storm that has affected them.
  3. other elements. This seems pretty broad, right? And it is. This can include anything from the actual design of the mailpiece, the printing of the piece, and the way it makes your customer feel. We offer customized artwork, state of the art printing, and design elements that are meant to get the best possible response from your potential customers. 

Marketing, especially direct mail marketing, can be difficult to navigate on your own. Our Account Management, design, and production teams are at your disposal to make sure that you’re getting the most of your marketing dollars. We’ll focus on getting it in the right hands so you can focus on running your business.

Find out more about direct mail for your business.



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