SUCCESS STORIES

Direct mail campaign heightens brand awareness and lead generation

INSURANCE SERVICES

National insurer expanded reach with direct mail

Looking for scale in a highly competitive market, this national insurer was in search of a new channel to gain brand recognition and drive sales leads. Although active in other direct marketing and brand awareness strategies, the insurer had yet to invest in a direct mail campaign. To establish a program baseline, Franklin Madison Direct utilized a broad testing approach which included data modeling and prospect segmentation, digital integration, several creative packages, and a holdout strategy to gauge incrementality. Through this data-driven approach, FM Direct was able to quickly identify winning combinations and leverage learnings to optimize future campaigns. The program launch yielded a 1.85% leads rate, proving the validity of the direct mail channel and positioning the brand for continued growth.

The Problem

In a highly competitive market, the insurer needed a new channel to increase visibility and generate qualified sales leads.

The Solution

FM Direct designed a multi-faceted direct mail test, incorporating data modeling, digital integration, and creative segmentation to optimize performance.

The Outcome

The campaign produced 4,860+ leads, 400+ new policies, and maintained a cost per lead under $35.

INSURANCE SERVICES

Our Impact

Cost Per Lead

All creative concepts achieved a cost per lead of less than $35.

New Leads

The direct mail campaign generated over 4,860 leads.

New Policies

The insurer gained over 400 new policies through direct mail.

We worked closely with this brand to develop a highly targeted campaign to test the effectiveness of the channel and drive as many learnings as possible. This strategy resulted in a strong influx of new leads and policies well within the brand’s goals for the channel, fueling continued program scale and optimization.

ryan wilder,
Sr. Marketing Strategist, 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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