Response Drivers

Direct Mail Winning Strategies Revealed With Rick Rappe

Rick Rappe is the President and Owner of RPM Direct Marketing, a Seattle-based agency specializing in direct mail strategy, testing, and optimization. With over 30 years of direct mail marketing experience, Rick has developed and managed some of the largest performance‑driven sales channels in the country. Under his leadership, RPM delivers measurable, results‑oriented direct mail campaigns. Before RPM, he held senior roles at HackerAgency and led AT&T's direct mail programs for over a decade. In this episode… Direct mail has a reputation for being slow, complex, and hard to crack. But when it works, it really works. So what separates the campaigns that quietly fail from the ones that consistently deliver winning results? According to Rick Rappe, a seasoned direct response strategist, success comes down to structured testing done at scale. He explains that instead of guessing what might work, marketers need to test multiple variables — like targeting, offers, and creative — all at once to quickly uncover the winning combination. That approach turns direct mail from a gamble into a predictable, data-driven growth engine. In this episode of Response Drivers, Rick Rappe discusses how to build high-performing direct mail campaigns through rapid testing. He breaks down the key drivers of success like targeting, offer strategy, and creative execution. Rick also explains why slow, iterative testing fails and how to accelerate the process, and he discusses aligning marketing with sales to maximize conversion and ROI.

Modern Credit Union Marketing Tactics With Mike Rosenberg

Mike Rosenberg is the Vice President of Marketing at Columbia Credit Union, where he leads marketing strategy, engagement, and high-impact initiatives. A results-focused marketing leader, he is known for driving growth through data-driven decision-making and integrated campaigns. Mike has been recognized as a Portland Business Journal 40 Under 40 honoree for his modern approach to brand building and leadership. He is also actively engaged in community initiatives and committed to helping members achieve better financial outcomes. In this episode… Marketing today isn't about choosing the right channel — it's about knowing where to focus your efforts when everything seems possible. With limited time, budget, and attention, how do you decide what initiatives actually drive growth? According to Mike Rosenberg, a results-driven marketing leader known for blending data with practical execution, the answer starts with prioritization and measurement. He believes the key lies in focusing on the channels and strategies that truly move business metrics, not just surface-level engagement. Rather than chasing every new tactic, Mike emphasizes using data to target the right people in the right places. The result is a more disciplined, effective approach that ties marketing efforts directly to outcomes like conversions, deposits, and long-term value. In this episode of Response Drivers, Rick Rappe is joined by Mike Rosenberg, Vice President of Marketing at Columbia Credit Union, to discuss modern credit union marketing tactics. Mike talks about data-driven targeting, integrated multichannel campaigns, and measuring what truly matters. He also chats about balancing innovation with proven channels like direct mail and improving member retention.

Building Resilient Teams and Businesses With Devin Koch

Devin Koch is the Founder and Chairman of Teamswell, a company specializing in nearshoring talent solutions to help businesses scale by hiring skilled professionals in nearby time zones. He is also the CEO of Oasis Broadband, a provider of wireless internet services for rural and underserved communities. With decades of experience as an entrepreneur, Devin has built and managed technology, consulting, and telecommunications businesses, focusing on innovative solutions and customer-centric operations. In this episode… Building a resilient business isn't about avoiding change — it's about learning how to thrive through it. So what does it really take to build teams and systems that can adapt, scale, and stay strong no matter what comes next? For Devin Koch, the key lies in building flexibility into both your business model and your workforce from the beginning. Drawing from decades of experience as a seasoned entrepreneur and technology leader, he explains that resilience comes from combining disciplined operations with a willingness to experiment and evolve. He points to his own journey — moving from outsourced, low-quality support to high-performing international teams — as proof that the right structure can dramatically improve both efficiency and outcomes. The result is a business that not only survives change but uses it as a growth advantage. In this episode of Response Drivers, Rick Rappe is joined by Devin Koch, Founder and Chairman of Teamswell, to discuss building resilient teams and businesses. Devin talks about how his entrepreneurial roots shape risk-taking and decision-making, the role of nearshoring in scaling efficiently, and why quality improves when teams are brought closer to the business. He also shares insights on leveraging AI and virtual agents to extend team capabilities.

Resilience, Leadership Growth, and Navigating Technological Change With Nathan Whittacre

Nathan Whittacre is the Founder and CEO of Stimulus Technologies, a managed IT services provider delivering IT support, cybersecurity, business internet, and VoIP solutions. Founded in 1995, Nathan has grown Stimulus from a garage startup into a trusted tech partner serving hundreds of organizations across the US. With over 30 years of technology and entrepreneurial experience, he is also the author of The CEO's Digital Survival Guide and hosts the Stimulus Tech Talk podcast, sharing his expertise on technology, cybersecurity, and leadership. In this episode… Running a business today can feel like trying to keep your footing while everything around you keeps accelerating. Between constant change, new technology, and the pressure to keep growing, how do you build resilience and lead with clarity when the future won't slow down? For Nathan Whittacre, the key lies in focusing on what it takes to live another day, even when challenges feel overwhelming. He explains that leadership growth often comes from learning to stay calm, lean on mentors, and trust others to help carry the load. The result is a mindset that helps business owners navigate disruption with confidence instead of fear. In this episode of Response Drivers, Rick Rappe is joined by Nathan Whittacre, Founder and CEO of Stimulus Technologies, to discuss resilience, leadership growth, and navigating technological change. They explore how values shape company culture, why peer groups are essential for CEOs, and how businesses can embrace AI as a productivity tool. Nathan also shares advice on staying grounded through adversity and leading with a long-term vision.

Using Psychology To Optimize Customer Experience and Marketing Effectiveness With Mark Levy

Mark Levy is the Head of Consumer Product & Customer Experience at a leading US fiber internet provider connecting millions of homes and businesses with high-speed broadband. With over 25 years of experience driving product innovation and digital transformation at companies including Comcast, AT&T, Nokia, and Jaguar Land Rover, he has established himself as a thought leader in CX. His authored works include The Psychology of CX 101, The Accountability Team Handbook, and 365 Days of Accountability. In addition, he publishes two popular newsletters — Decoding Customer Experience and DCX AI Today, which are read by CX leaders around the world. In this episode… Most marketing teams focus on clicks, conversions, and creatives, but forget the real reason people buy: how they feel. In an age where trust is fragile and attention spans are short, understanding the psychology behind customer decisions can be the ultimate competitive edge. Can mastering a few key psychological principles completely change how customers perceive, trust, and respond to your brand? According to Mark Levy, a product and customer experience expert, the secret to driving performance lies in designing for clarity before creativity. He highlights that customers make subconscious judgments within milliseconds, meaning trust and simplicity must come first. By applying behavioral science to marketing and design, teams can reduce friction, boost conversions, and deepen emotional connection. Mark also emphasizes the ethical use of psychology, ensuring influence builds confidence and long-term loyalty, not manipulation. In this episode of Response Drivers, Rick Rappe sits down with Mark Levy, author of The Psychology of CX 101, to discuss how psychology can transform marketing effectiveness and the customer experience. They explore why clarity beats creativity, how cognitive fluency and loss aversion drive action, and the power of emotion in shaping loyalty. Mark also shares how AI and behavioral science are redefining modern CX.