SUCCESS STORIES

Fresh personalization approach untaps new growth opportunity

insurance services

Younger insurance prospects re-engaged through data-driven strategy and creative optimization

An insurance and protection brand was experiencing performance fatigue across
its direct marketing program. While the customer file skewed older, Franklin Madison Direct identified a younger, more affluent segment in which only 10.1% were supplementally insured. FMD applied its three-step personalization framework: customer analysis and segmentation, test strategy and offer optimization, and campaign execution and review. By delivering the right offer for this segment, FMD delivered a 16% lift in performance. This success was made possible by integrating analytics, print technology, and client collaboration to personalize at a lower cost than ever before.

The Problem

An insurance brand’s direct mail program fatigued, with older-targeted offers failing to engage younger, under-insured prospects.

The Solution

Franklin Madison Direct implemented a three-step framework—segmentation, offer optimization, and personalized execution—powered by analytics and print technology.

The Outcome

Personalized campaigns lifted response by 16%, unlocking new growth in a younger segment.

insurance services

Our Impact

Under Age 65

FMD identified younger segments comprised majority of client’s prospect universe

Insured

Younger prospects were unresponsive to current offer despite being under insured

Increase

Targeted personalization drove a 16% increase in response rate

We always knew this segment had strong potential, but personalization at an efficient cost felt out of reach for the client. Once we aligned new data, tech, and creative, it just clicked, and the performance proved it.

angelo licursi
SR. account executive, 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.

BREAK THROUGH THE NOISE

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