SUCCESS STORIES

Disciplined creative strategy solidifies direct mail scalability

INSURANCE SERVICES

Creative testing fueled direct mail scalability for travel insurer

This travel insurer’s direct mail packages required fresh and engaging creative to keep direct mail positioned as the organization’s primary lead generation channel. Franklin Madison Direct developed and implemented a disciplined approach to creative testing in which new concepts are tested and back-tested on a consistent schedule. Although the insurer had an in-house marketing team, they trusted FM D to utilize their direct response expertise to design compelling and potent creative within brand guidelines. This approach has successfully unseated existing controls in eight of ten sales curves, creating established and profitable acquisition, reacquisition and lead direct mail programs that consistently generate a double-digit increase in sales.

The Problem

Existing direct mail creative was losing effectiveness, threatening the insurer’s ability to scale and sustain lead generation efforts.

The Solution

FM Direct implemented a disciplined creative testing approach, refining messaging and design to maximize engagement and conversion rates.

The Outcome

The new creative strategy led to a 13% higher sales rate, 150% premium growth, and 45% lower CPA.

INSURANCE SERVICES

Our Impact

Sales Rate Increase

The newest creative package outperformed the control by 13%.

Premium Growth

Since launch, direct mail-driven premiums have increased by 150%.

Lower CPA

The campaign reduced CPA by 45% while increasing overall profitability.

We’ve worked closely with the client’s internal team to establish a flexible, collaborative and trusting creative environment. That partnership has empowered FM Direct to continually develop new, modern, customized concepts and result-driven mail packages.

Tari Johnson, Creative Director, 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

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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