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.

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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.

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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.

Featured Article

Articles

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.

Explore the Article Library

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

Ted Grigg 7/13/24 Ted Grigg 7/13/24

How to Increase Your Direct Mail Response with pURLs

For decades, marketers believed that combining messages through many channels increased response rates. During my career, several tests proved that this strategy works most of the time.

The State of Advertising as Seen Through the Eyes of a Direct Marketer

For years, I've seen direct response TV advertisements that sell everything from vacuum cleaners and kitchen utensils to jewelry.

The Critical Importance Of Lead Validation In Internet Marketing

If you bought a lottery ticket but didn't scratch it, would you start spending your jackpot? Of course, you wouldn't -- you need to know whether or not you actually won something first.