Know When Direct Response Results Justify More Investment

These articles examine the questions that follow the initial response: Are the economics sound? Is the evidence strong enough to trust? Can you see the full customer journey? Do the results justify investing more?

The focus is practical: Cost Per Sale, Cost Per Lead, customer value, disciplined testing, targeting, CRM interpretation, creative evaluation, and the management decisions that bring them together.

Featured Article

The Customer Journey Begins With the Individual’s First Commitment

A customer journey should be measured from the first meaningful commitment—not only from the point of sale. This article shows how inquiry, conversation, trial, first purchase, repeat purchase, and lifetime value create one connected chain of evidence.

Read Article

Featured Article

Articles

Your CRM Is More Than a Sales Tool. It’s a Management System.

Most CRM systems are organized around departmental needs. A customer-centered system gives top management a dependable view of behavior, service, profitability, and growth across the complete relationship.

Featured Article

Articles

Your CRM Is More Than a Sales Tool. It’s a Management System.

Most CRM systems are organized around departmental needs. A customer-centered system gives top management a dependable view of behavior, service, profitability, and growth across the complete relationship.

Explore the Article Library

Browse current thinking on direct response economics, testing, creative judgment, lead generation, customer intelligence, and profitable growth.

Ted Grigg 9/22/26 Ted Grigg 9/22/26

How Long and How Often Should You Mail Your Leads?

A lead should not remain a lead because the database says so. Learn how recency, allowable cost per sale, and the next-best prospect segment determine how often to mail and when an aging lead should return to the prospect file.