Thoughtful Strategy

Level Up Your Direct Mail This Summer

Learn how the 40/40/20 rule turns good campaigns into great ones—with lasting impact.

As the creators and producers of Fig Magazine for nearly 20 years, as well as our work on Figment, Messiah Lifeways’ Unscripted, and Willow Valley Communities Charitable Foundation, Fig Industries is well-versed in the world of direct mail. And with print marketing on the rise along with postage costs, it’s important to ensure you have a standout piece to capture the attention you need to turn a good campaign into a great one.

First and foremost, it’s important to understand the strategy and factors that influence the impact of your direct mail campaign. Our team is passionate about excellent design, but did you know according to the 40/40/20 rule for direct mail marketing, the design is just 20 percent responsible for the success of your campaign? Forty percent relies on curating the right audiences while the remaining 40 percent is all about crafting and positioning your offer.

Here’s a breakdown of each of the three factors you should consider before approaching your next campaign. 

The Right Audience | 40 Percent

Starting with your audience means ensuring you have the best collection of potential customers and contacts possible. Strategies like data hygiene, segmentation, and target demographics will help you send to the right group of leads. 

The Right Offer | 40 Percent

Now that you have your audience in place, it’s time to consider motivations, customer needs, and what offerings will lead to conversions. This is the time to employ competitor analyses, marketing personas, and brand positioning as you start to craft your messaging.

The Right Design | 20 Percent

With the foundation of audience and messaging in place, design is the final stage of developing your direct mail campaign. This includes the actual visual design of the piece— including style, printing, and materials—as well as thinking through both timing and format to create something eye-catching, authentic, and cost effective.

We believe direct mail is an excellent way to increase memorable brand impressions. Ready to get started on something special? Reach out to our team and tell us your goals.