SUCCESS STORIES

Innovative data modeling technique delivers unprecedented CPI

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FactorTest™ unlocks new audiences and optimizes performance for real estate brand

After executing direct mail in-house for a few years, a real estate company was ready for a strategic partner to scale its direct mail marketing program at a desirable cost per inquiry (CPI) metric. Franklin Madison Direct recommended the FactorTest methodology to pinpoint the optimal combination of data, offer, and creative. FM Direct’s data team leveraged buyer-level intent data sources to identify the brand’s top prospects, while the creative team refreshed the client’s existing control formats with a new approach to relevant and personalized offers. The test delivered impressive CPI outcomes, including new wins with data models that broadened the customer base beyond the client’s current in-house list-sourcing techniques, as well as creative wins that became the new control. As performance was validated by unbiased analytics, the client was able to secure additional direct mail budget to expand into new geographic markets and grow their customer base.

The Problem

Achieving cost-effective direct mail results proved challenging, as the real estate company struggled to hit target CPI metrics.

The Solution

FM Direct applied advanced data modeling and creative testing to optimize audience targeting and response rates.

The Outcome

FM Direct improved CPI by 28%, unlocking new opportunities for market expansion.

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Our Impact

YoY CPI Improvement

After a full year of optimized mailing, the campaign improved CPI by 18% YoY.

Better CPI vs. In-House Lists

FM Direct’s data models reduced CPI by 28% compared to the client’s existing list sources.

New Control Package

FM Direct’s refreshed creative approach established a new, high-performing control for future campaigns.

We structured our services to supplement the client’s existing direct mail team and focused on providing outside perspective, expertise, and validation where they needed it.

Angelo Licursi
SR. MARKETING STRATEGIST,
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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