Why Direct Mail Still Works (And How To Do It Right) With Rick Rappe

Rick Rappe is the President and Owner of RPM Direct Marketing, a Seattle-based agency specializing in direct mail marketing services, including lead generation, acquisition, loyalty, and win-back programs. With over 30 years of experience in the industry, Rick has developed and managed some of the largest and most successful direct-marketing-driven sales channels in the country. Under his leadership, RPM delivers performance-driven direct mail programs tailored to clients' unique goals.

In this episode…

Direct mail often gets overlooked in today’s digital world, but it’s quietly powering some of the biggest marketing wins behind the scenes. While everyone’s chasing online clicks and social media impressions, there’s a different channel consistently driving actual sales. So, why does direct mail still work, and what’s the right way to use it?

According to Rick Rappe, a direct response marketing expert, direct mail works because it's tangible, measurable, and scalable when done correctly. He highlights that success hinges on understanding key variables like cost per sale, audience segmentation, and offer structure. The impact? High-performing campaigns that often outperform digital in both engagement and ROI. Rick also stresses the value of rigorous testing, using his Rapid Performance Method to optimize everything from list targeting to format design. This strategic, data-driven approach transforms mailers from static promotions into dynamic sales engines.

In this episode of the Rising Entrepreneurs Podcast, host Dr. Jeremy Weisz sits down with Rick Rappe, President and Owner of RPM Direct Marketing, to discuss how to build direct mail campaigns that actually convert. They explore why the proper format matters more than flash, how to avoid the most common mistakes marketers make, and why testing beats guessing every time. Rick also gives advice on integrating AI into direct mail strategy.