SUCCESS STORIES

Head-to-head test leads to program win-back

Home services

Franklin Madison Direct reclaims partnership with superior performance

A home services brand chose an alternate vendor, but later renewed its partnership with FM Direct after experiencing performance inefficiencies. FM Direct was tasked with sourcing nearly one million records for a head-to-head test campaign against the existing vendor, which included Surround’s digital campaign on all records. After analyzing performance, FM Direct’s data outperformed the other vendor’s by nearly 60%, and the proprietary digital integration resulted in an 80% lift over holdout. Recognizing the value of FM Direct’s excellent data and digital strategy, the brand not only returned its mail program to FM Direct’s management, but also anticipates expanding the partnership in the years ahead.

The Problem

After switching vendors, the brand experienced inefficiencies in performance and costs, prompting a critical re-evaluation of direct mail strategy.

The Solution

FM Direct executed a data-driven test with digital integration to benchmark performance and identify the best acquisition strategy.

The Outcome

FM Direct’s superior data and digital strategy drove a 58% higher sales rate and 37% lower CPA, securing a renewed and expanded partnership.

Home services

Our Impact

Higher Sales Rate

FM Direct’s data outperformed the competitor’s sales rate by 58%, proving its targeting effectiveness.

Mail Volume Increase

FM Direct’s campaign delivered a 37% lower cost per acquisition than the competitor.

Incremental Lift

Surround™ integration led to an 80% lift over holdout, proving digital’s impact.

Everyone loves a good comeback story. And there’s nothing more affirming of the effectiveness of our direct response campaigns than when our established controls stand tall.

Erik Koenig
president,
Franklin madison direct

Data-driven direct mail optimization

FM Direct strategic direct mail testing methodology allows brands to quickly identify high-performing creative, offers, and audience segments. Using FactorTest™, we test multiple variables—such as formats, messaging, and targeting models—within a single campaign to accelerate learnings and refine strategy.

By analyzing real-time results and scaling successful test components, FM Direct ensures brands maximize response rates while keeping costs efficient. This approach minimizes guesswork and delivers proven, scalable direct mail programs that drive long-term success.

Test smarter, scale faster

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

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