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, SeQuel Response”

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

See how our agency helps home service providers increase leads, bookings, and client retention through targeted direct mail strategies.

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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.

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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.

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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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