SUCCESS STORIES

FM Direct elevates mail program through strategic partnership with Franklin Madison

insurance STORIES

Franklin Madison Direct helped an insurance company refine direct mail and double sales.

A life insurance company sought a strategic partner to refine its direct mail program. FM Direct developed three custom lookalike models, activated Surround™ for maximum engagement, and collaborated with Franklin Madison’s creative team on three unique mail concepts. Using FactorTest™, FM Direct dentified the best-performing strategy, doubling sales and volume while beating the CPA target. Encouraged by these results, the client continued testing and strengthening its partnership with FM Direct, driving long-term direct mail success.

The Problem

The brand needed a strategic partner to test formats, targeting, and messaging to establish a strong direct mail baseline.

The Solution

FM Direct created three custom lookalike models, used Surround, and collaborated on three unique direct mail concepts for testing.

The Outcome

Sales and volume doubled, CPA improved by 12%, and a winning concept led to continued testing and growth.

insurance services

Our Impact

Better CPA

The campaign’s overall cost per acquisition improved by 12%

Sales and Volume

FactorTest led to a doubling of sales and direct mail volume

Lookalike Models

FM Direct tested three custom lookalike models to refine targeting and improve response rates

Thanks to the exceptional support from the Franklin Madison team, we were able to take this program to new heights and make our client feel truly heard and energized. Their effort, care, and insight breathed life into this creative strategy, transforming it into a highlight of the program.

Preston Carroll
director of data & analytics, 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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