SUCCESS STORIES

Home warranty provider uses direct mail to meet aggressive growth goals

Home services

Home warranty provider scaled acquisition with direct mail

A leading home warranty provider was investing heavily in digital advertising channels but needed to quickly increase its acquisition numbers in order to meet aggressive growth goals. New to direct mail, the client’s marketing department had limited knowledge of the channel but agreed to run a small “gut check” mailing to measure its viability as an acquisition tool. FM Direct tested two new models, one creative concept and one offer in a modest initial test of just 100,000 pieces. After a profitable and well performing test, the client increased mail volume by 5x for the follow-up campaign.

The Problem

The client needed a scalable acquisition channel beyond digital to quickly increase new customer acquisition and drive growth.

The Solution

FM Direct executed a 100,000-piece test campaign, optimizing data, creative, and offers to assess direct mail’s viability for acquisition.

The Outcome

The test campaign achieved a 4.3x ROI, leading to a 5x increase in mail volume.

Home services

Our Impact

Sales Rate

The initial “gut check” test achieved an overall 0.8% sales rate.

Cost Per Acquisition

The test achieved an efficient CPA of just $85.

ROI

The campaign delivered an impressive 4.3x return on investment.

Mail Volume Increase

The success of the test led to a 5x increase in mail volume for the next campaign.

The gut check provided a quick, affordable, and low risk way to confirm that this product could grow rapidly in the mail. This check is also proof that a brand can be profitable in an initial test with a comfortable CPA.

Ryan Wilder, 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.

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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.

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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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