eMedia Daily

Replacing the 40/40/20 Rule for Marketing

Back in the old days (you know… 5 years ago), direct marketing used the 40/40/20 rule. 40% of the success of a campaign was because of the list it was sent to; 40% from the offer; and 20% from the creative. Now that eMail Marketing trends have swept the promotional world, there needs to be a new equation.

According to Douglas Karr, the new equation is 5-2-2-1.
50% from the list that you select – including the use of targeting.
20% from the message that lands in the Inbox.
20% from the landing page that the reader gets to if they click.
10% from the creativity of the campaign.

For more about these new standards check out “Direct Marketing has Changed – Not the 40/40/20 Rule Anymore”