SUCCESS STORIES

Direct mail channel launch drives efficient CPA for pet insurance brand

INSURANCE SERVICES

FM Direct’s direct mail strategy delivered 400+ new policies at a low CPA

Limited to the boundaries of its existing digital strategies, a leading pet insurance brand was ready to tap into a wider audience with a direct mail marketing program. Franklin Madison Direct executed the brand’s direct mail launch, aiming to drive a high volume of new customers at an efficient cost per acquisition (CPA). As the brand was new to the mail channel, FM Direct worked diligently to build six unique data models and two creative packages. After mailing 135k pieces, the campaign finished within the brand’s goal CPA of less than $200. This victory expanded the brand’s market presence and solidified direct mail as a reliable and cost-effective channel for new customer acquisition.

The Problem

The brand needed to expand beyond digital marketing while maintaining a cost-efficient customer acquisition strategy.

The Solution

FM Direct built six unique data models, tested two creative packages, and mailed 135k pieces to optimize CPA.

The Outcome

Direct mail drove 400+ new policies while maintaining an efficient sub-$200 CPA.

INSURANCE SERVICES

Our Impact

New Policies

The direct mail campaign generated over 400 new policy sign-ups.

Overall CPA

The campaign maintained an overall CPA of less than $200.

Best CPA Performance

The top-performing list and offer combination achieved a $150 CPA.

Our performance for this brand is a showcase of how a business can use their digital channel learnings to unlock profitable offline marketing with FM Direct.

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

Smart direct mail budget optimization

FM Direct’s data-driven approach to direct mail budget optimization ensures brands maximize ROI while minimizing waste. By leveraging up-to-date first-party data, refining targeting through proprietary testing, and strategically integrating third-party data, brands can fine-tune their prospect lists for cost efficiency.

Beyond targeting, FM Direct optimizes production costs by securing competitive print rates and utilizing pre-printing techniques. We also ensure seamless customer experiences across all touchpoints, from call centers to landing pages, enhancing conversions and reducing wasted spend.

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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.

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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.

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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.

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