SUCCESS STORIES

Polished approach to data and creative testing revives channel scale and performance

CONSUMER/RETAIL

Strategic testing revitalized direct mail, driving strong ROI and subscriber growth

An online retailer was struggling to find scale with their existing direct mail program and challenged SeQuel to renew channel performance with a new data and creative strategy. Franklin Madison Direct hit the ground running by testing over 610K records using our proprietary FactorTest™ method. Seven new prospect models and one new creative was identified to go head-to-head against the online retailer’s existing controls. Five of FM Direct’s mailing lists outperformed control, while the creative package established itself as the new control for their CRM audience. In just 60 days, FM Direct’s data-driven approach to direct mail yielded a 479% return on investment to restore direct mail as a significant acquisition channel for the retailer.

The Problem

The retailer’s direct mail program lacked scalability, struggling to acquire new customers while maintaining cost efficiency.

The Solution

FM Direct tested new audience models and creative formats, refining targeting and optimizing response rates for improved performance.

The Outcome

With 479% ROI and 6,280+ new customers, direct mail became a high-performing growth channel once more.

CONSUMER/RETAIL

Our Impact

Incremental Revenue

FM Direct’s optimized strategy drove $1.77 million in revenue.

New Subscribers

The campaign successfully acquired over 6,280 new customers.

Customer Acquisition Cost (CPA)

The refined approach achieved an efficient $57 CPA.

This is a great example of how FM Direct’s FactorTest methodology can quickly and cost-effectively unlock unprecedented growth for both new and existing direct mail programs.

Ryan Wilder, Sr. Marketing Strategist, Seuel Response”

preston carroll
SR. MARKETING STRATEGIST, franklin madison direct

Data-driven direct mail optimization

FM Direct’s 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

Discover how FM Direct helps financial companies outpace the competition and achieve measurable, winning results.

Data Modeling, Insurance Services

Retargeting campaign multiplies customer LTV

This specialty insurer wanted to optimize a generic retention program that was targeting past customers on a one-size-fits all basis. Franklin Madison Direct launched a CRM strategy that segmented past customers based on customer RFM (recency, frequency, monetary) data.

Digital Marketing, Other

University optimizes paid search and digital channels to build awareness

A fully-accredited nonprofit teaching and research institution was looking to boost its enrollments, but its existing digital marketing agency was struggling to cost-effectively fill its enrollment pipeline with the necessary volume of prospective students.

Digital Marketing, Financial Services

Targeted Facebook campaign reaches direct mail prospects for credit score optimization service

After shattering performance expectations in the direct mail test launch, Franklin Madison Direct wanted to measure the relative performance lift that an integrated online strategy would provide for this credit score optimization service.

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