Direct response strategy is the discipline of aligning acquisition economics, testing priorities, database structure, and creative direction so leadership can make confident investment decisions. Direct mail remains one of the most accountable testing environments available, but performance depends on understanding what truly drives response rather than relying on surface-level tactics.

After evaluating thousands of direct mail packages, print advertisements, digital campaigns, and direct-response television executions, my work focuses on identifying where response breaks down, which variables influence performance, and how disciplined testing can create measurable lift. The goal is not simply to produce campaigns but to help leadership invest capital with clarity, reduce risk, and strengthen long-term growth.

Rather than offering predefined services, my work centers on strengthening decision-making across the areas that most directly influence response, profitability, and scalable acquisition performance.

Direct Response Strategy

DMCG Results

Offer and Message Strategy

Strong response begins with a disciplined offer structure and clear messaging priorities. My work focuses on identifying the variables that influence action, structuring meaningful tests, and helping leadership understand which offer and message changes create sustainable performance lift rather than short-term spikes.

After evaluating thousands of direct response campaigns across multiple channels, I help organizations move beyond intuition and focus on test design that produces measurable learning and scalable growth.

Creative Direction and Testing Discipline

Effective creative is driven by response strategy, not aesthetics alone. My work centers on guiding messaging structure, format decisions, and testing priorities that strengthen clarity, credibility, and response behavior across direct mail, print, digital, and television environments.

Rather than relying on trend-driven creative, the focus remains on disciplined experimentation and proven direct response principles that support measurable acquisition performance.

Audience Targeting and Database Strategy

Performance improves when targeting reflects real customer behavior and transactional insight rather than assumptions. I work with leadership to evaluate segmentation logic, database structure, and analytical frameworks that strengthen acquisition efficiency while protecting long-term list value.

The objective is not simply better targeting tools, but clearer strategic decisions about who to reach, when to reach them, and how to scale responsibly.

Performance Visibility and Economic Accountability

Profitable growth depends on understanding what is economically true, not just what appears to be working. My work emphasizes CPS, CPL, and response-driven decision frameworks that help leadership evaluate testing outcomes, allocate capital wisely, and reduce unnecessary risk.

Clear economic visibility allows organizations to move forward with confidence, knowing that expansion decisions are grounded in measurable performance rather than assumptions.

Strategic Advisory Capabilities

  • Independent advisory input across agency, internal, and external teams

  • Industry experience across membership, healthcare, insurance, financial services, retail, franchise, and complex B2B acquisition environments, with transferable direct response principles that apply across sectors.

  • Capital allocation and CPS/CPL decision support

  • Direct response growth diagnostics and performance audits

  • Acquisition strategy and testing framework development

  • Offer, message, and creative response strategy guidance

  • Database and CRM performance evaluation

  • Leadership alignment around measurable growth priorities

Leadership Feedback

“Ted has helped us strengthen our direct marketing practices through improved lead and conversion tracking. He played a key role in shaping our list compilation strategy and consistently advanced improvements in our process and procedures. His depth of experience in direct marketing is rare and provided valuable leadership insight that complemented internal capabilities.”

Randy Starnes , Sr. Director, Individual Products

Blue Cross and Blue Shield of Texas