Rick Rappe is President and Owner of RPM Direct Marketing, a firm focused on direct mail strategy, testing, and optimization. With over 30 years of experience in direct marketing, he previously held senior management roles at Hackeragency including Vice President of Account Services. Earlier in his career, Rick also led agency work on AT&T direct mail programs for more than 10 years, overseeing hundreds of programs, thousands of test packages, and more than 1.5 billion pieces of direct response mail. In this episode… Direct mail remains a powerful growth channel because it can combine precise targeting, compelling offers, and measurable response data. The challenge is that many organizations either test too slowly or fail to connect creative, targeting, attribution, and sales conversion into one system. How can companies make direct mail faster, more predictable, and easier to scale? According to Rick Rappe, a direct mail strategist and performance optimization expert, companies need a structured testing methodology that identifies the strongest combinations of audience, offer, format, and messaging early in the process. He explains that direct mail works best when marketers treat it like a research and development effort, track response carefully, compare mailed and non-mailed groups, and align campaign goals with sales capacity. That approach helps brands move from guesswork to repeatable performance. On this episode of The Top Business Leaders Show, John Corcoran welcomes Rick Rappe, President and Owner of RPM Direct Marketing, for a conversation about building high-performing direct mail programs through structured testing. Rick explains the Rapid Performance Method, the role of targeting and offer strategy, how to improve attribution, and why companies need an R&D mindset to make direct mail scalable and profitable.
