"When planning a direct mail campaign, remember to follow the commonly known 60-30-10 rule.
- Sixty percent direct mail success lies in using the right mailing list;
- Thirty percent depends on your making the right offer (that is, an offer that satisfies the customer's needs better than the competitor and provides value to him or her);
- Ten percent depends upon your creative package"
Have you stopped to evaluate if its worth it, both for your bottom line and for the environment, to produce some of the super-creative marketing material we marketeers strive for? Especially when you know that super-creative material is not exceedingly effective in attracting customers?