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Ed Mayer, (aka Edward Newton Mayer, Jr.), 1907-1975, was a leading expert and educator in the field of direct mail marketing. He is best remembered for introducing a rule of thumb known as "40-40-20," ^[1] meaning that 40% of the response rate of a direct mail campaign is attributed to the selection of the audience (i.e., the mailing list), 40% is due to the offer (i.e., the product and the price), and 20% is due to the "creative" (advertising jargon for the copy and design of the ad).

Mayer's contribution to the field is recognized by the Direct Marketing Association's Direct Marketing Educational Foundation with an award, the "DMEF Educational Leadership Award (Edward N. Mayer, Jr. Award)."