SUCCESS STORIES

Strategic direct mail marketing triples ROI for online retailer

Consumer/Retail

Targeted direct mail strategy drives 3x ROI for women’s apparel brand during peak season

A women’s apparel company approached Franklin Madison Direct to target existing customers, drive a high volume of orders, and prove the incrementality of direct mail against a holdout audience. FM Direct utilized customer segmentation to identify the most valuable targets to receive an effective, cost-efficient mailer during the peak buying season of Black Friday and Cyber Monday. To maximize the campaign’s reach, Surround™ was activated to deliver digital ads to prospects within the mail’s in-home window. The combination of targeted mail, customer segmentation, and digital ad integration resulted in a 3x return on investment. This success laid the groundwork for future campaigns and established the foundation for a long-term partnership.

The Problem

Despite a strong digital presence, the online retailer lacked a solid strategy for using direct mail to boost orders and ROI.

The Solution

FM Direct leveraged customer segmentation, strategic timing, and Surround™ to optimize direct mail impact.

The Outcome

The campaign generated 5,000+ orders, a 35% lift, and a 3x return on investment.

Consumer/Retail

Our Impact

Return on Investment

The direct mail campaign delivered a 300% return on investment.

Orders Generated

Over 5,000 customer orders were generated from the campaign.

Lift Over Holdout

The campaign outperformed the holdout group by 35%, proving direct mail’s impact.

This campaign is a great example of FM Direct’s ability to segment datasets in a way that drives the most incremental response. Retail brands want to drive repeat purchasers, and direct mail was able to do that effectively while driving a lift over other channels.

preston carroll,
director of data & analytics, franklin madison direct

Integrated direct mail & digital marketing

FM Direct’s integrated marketing approach combines data-driven direct mail with precise digital activation to maximize engagement and ROI. Using Surround™, we ensure that prospects receive timely, coordinated messaging across multiple touchpoints—including direct mail, display ads, social media, and email.

By aligning online and offline efforts, we help brands break through clutter and reach high-intent customers when it matters most.

Scale customer growth fast

Success Stories

Explore our success stories to see how FM Direct drives growth with highly targeted direct mail strategies.

A person uses a calculator while holding a paper with charts, with sunlight streaming in and documents spread on the desk.

Data Modeling, Financial Services

FMD drives 50% cost savings without sacrificing lead quality

A wealth management firm needed to drive continued growth while prioritizing higher-value prospects and reducing direct mail costs.

People looking at charts and using a calculator.

Data Modeling, Financial Services

Mid-size bank exceeds acquisition and CPA goals

A mid-size bank wanted to accelerate checking and deposit growth in a newer, low-awareness market. Previous efforts had struggled to gain traction, and leadership needed a partner who could find the right audiences, prove the channel could scale, and deliver measurable growth with a competitive CPA.

Data Modeling, Financial Services

Advanced modeling increased high-net-worth engagement

A large financial services brand experienced declining direct mail performance under a previous agency, particularly when targeting affluent households with investable assets exceeding $1 million. They needed a data-driven partner to revive the channel and prove incremental growth with a notoriously hard-to-reach audience.

BREAK THROUGH THE NOISE

Launch your next campaign with confidence

Start Your Test