SUCCESS STORIES

Data and format testing drives growth for legacy mailer

home services

Optimized data strategies and creative testing drove increased sales and efficiency

An established brand in the home warranty space had already experienced success with direct mail and wanted to elevate its mature program to new levels of growth. To continue to scale those wins, Franklin Madison Direct concentrated on routine data and format testing. A review of data suppression strategies identified 15% more records from the brand’s strongest prospect sources. FM Direct also tested a new creative format for this audience, which was more efficient to produce and mail than the control. The new data and creative strategy expanded audience reach, boosted program performance, and protected customer acquisition costs for this evergreen program.

The Problem

A legacy home warranty brand wanted to refine its direct mail strategy to drive greater efficiency and sustained growth.

The Solution

FM Direct optimized data suppression strategies and introduced a new, cost-effective mail format to expand reach and improve performance.

The Outcome

Sales rates jumped 60%, CPA improved by 29%, and mail volume expanded by 20%—all without inflating costs.

home services

Our Impact

Sales Rate Increase

Enhanced targeting and format testing boosted sales rates by 60%.

CPA Improvement

More efficient mail formats lowered acquisition costs by 29%.

Mail Volume Growth

Refined data strategies increased mail volume by 20% after the first campaign.

Regular testing is a direct mail best practice. Bringing formerly suppressed prospects back in the mix can be like adding a new winning test list for brands with legacy direct mail programs. For this client, this strategy found great performance gains.

angelo licursi
sr. account director, 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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