How the 541-Rule Has Changed the Game of Direct Mail
Chapter Overview
Direct mail is a very mature marketing media. For decades, marketers followed the famous 40-40-20 rule of marketing campaigns invented by marketing guru Ed Mayer and achieved great results. However, in recent years, although direct mail still produces good results, response rates of direct mail campaigns have been stagnant or even declining year-over-year. It seems very hard to come up with any new ways to make direct mail more effective. Attention and resources have shifted from direct mail and catalogs to online and mobile channels where marketers see more growth opportunities. How to improve the performance of direct mail in the digital era? This chapter introduces ...
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