SUCCESS STORIES

Franklin Madison Direct helps B2B brand identify and reach ideal prospects

other industries

FM Direct’s targeted mail strategy increased lead conversions and mailing frequency

A leading B2B brand was relying on digital marketing to reach small and medium-sized businesses, but was understandably experiencing scale limitations and was having difficulties identifying its ideal prospect in terms of industry, company size, and the recipient’s job title. Franklin Madison Direct developed a modest 50,000-piece “gut check” direct mail test, which performed so well that the client decided to invest in a 500,000-piece back test consisting of seven creative concepts, three offers, two affinity files, an industry code file, and two custom models.

The Problem

Targeting small and medium-sized businesses was a challenge for the B2B company, leading to missed growth opportunities.

The Solution

FM Direct launched a 50k-piece test, followed by a 500k-piece back test with multi-variable creative and targeting.

The Outcome

Mail volume grew 10x, lead conversions doubled, and annual mailing frequency increased 4x.

other industries

Our Impact

Mail Volume Growth

The brand expanded from a 50k test to a 500k-piece back test, increasing volume 10x.

Lead Conversion Increase

The back test resulted in a 2x increase in lead conversion rates.

Annual Mail Frequency

The brand’s annual mailing frequency increased fourfold following the campaign’s success.

This campaign proves how effective direct mail can be in B2B lead generation efforts. In the mail channel, the client has found a growth tool that reliably generates hundreds of new leads per mailing.

Ryan Wilder
SR. MARKETING STRATEGIST, franklin madison direct

Precision targeting with advanced modeling

Franklin Madison Direct leverages proprietary modeling solutions to pinpoint high-value prospects and optimize direct mail performance. By analyzing transactional, demographic, and behavioral data, we build predictive models that identify audiences most likely to convert.

Our data-driven approach ensures brands reach the right prospects at the right time, improving response rates and lowering acquisition costs. Whether testing new segments or refining existing lists, FM Direct’s modeling expertise delivers more efficient and scalable direct mail programs.

Find your best prospects

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.

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