SUCCESS STORIES

Channel launch brings significant growth for insurer

INSURANCE SERVICES

Direct mail expansion fueled auto insurer’s growth

A budding auto insurance provider had yet to utilize one of the industry’s strongest acquisition tools: direct mail. Franklin Madison Direct launched the insurer into the direct mail channel by testing three models and one creative. During the first campaign, over a thousand prospects responded to the demo offer, resulting in profitable conversions for the insurer and validating direct mail as a viable growth channel. Since the initial mailing and within the first year of the program, the client has expanded its audience list by 20x and is experiencing close to a 2% response rate on the demo offer, with 20% policy acceptance following the demo.

The Problem

The insurer needed a cost-effective way to scale customer acquisition but had yet to leverage direct mail.

The Solution

FM Direct tested three audience models with a demo offer, proving direct mail as a viable and scalable channel.

The Outcome

The program expanded 20x, drove 10K+ demos monthly, and achieved a CPA below $500.

INSURANCE SERVICES

Our Impact

1

Demos Per Month

The campaign generates 10,000+ demo requests every month.

1

Audience Growth

The insurer’s target audience has grown 20x since launch.

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CPA Achieved

The program achieved a cost per acquisition of less than $500.

This program proved that even if your digital program is performing, direct mail is a powerful and sustainable acquisition channel for a growing brand. Our client was able to balance their online efforts with the advancing targeting capabilities of direct mail to create an additional robust revenue channel.

Ryan Wilder, Sr. Marketing Strategist, Seuel Response”

Patrick carroll, vp strategy, 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

Discover how FM Direct helps financial companies outpace the competition and achieve measurable, winning results.

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Modeling drives 50% AOV lift for home warranty brand

An established brand in the home warranty space had already experienced success with direct mail and wanted to elevate its mature program to new levels of growth. To continue to scale those wins, Franklin Madison Direct concentrated on routine data and format testing. A review of data suppression strategies identified 15% more records from the brand’s strongest prospect sources.
Read MoreModeling drives 50% AOV lift for home warranty brand
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Investment brand unlocks high-quality leads with integrated direct response

After a successful launch into the mail channel, this meal delivery service was eager to maximize direct mail’s potential as a high-performing marketing channel. Franklin Madison Direct recommended merging the strengths of direct mail and digital advertising by reaching direct mail recipients through digital impressions before and during the mail delivery process via Surround™.
Read MoreInvestment brand unlocks high-quality leads with integrated direct response

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