SUCCESS STORIES

International fraternal benefits organization drives enrollment boost

INSURANCE SERVICES

Strategic testing and follow-up campaigns drove a major turnaround in membership growth

After engaging in direct marketing for about a year, an international fraternal benefits organization had seen a 70% decline in enrollment rate and wanted to reach 100,000 new enrollments by year-end. Franklin Madison Direct built a matrix that tested two unique offers and three different creative concepts and also developed an email/postcard follow-up strategy. Even with 5% less mail volume than previous campaigns, this new strategy boosted memberships, decreased membership acquisition costs, and finished under budget.

The Problem

Enrollment plummeted by 70%, requiring a revamped marketing strategy to reach 100,000 new sign-ups by year-end.

The Solution

FM Direct tested multiple creative concepts and offers, plus added email and postcard follow-ups to maximize conversions.

The Outcome

Sales rate rose by 91%, memberships grew 83%, and acquisition costs fell by 51%.

INSURANCE SERVICES

Our Impact

Increase in Overall Sales Rate

Optimized messaging and creative reversed the declining trend.

Jump in Memberships

A targeted marketing approach significantly boosted new enrollments.

Reduction in Cost per Registration

More efficient targeting led to dramatically lower acquisition costs.

Under Budget

The campaign delivered results while spending less than planned.

Given some sizable performance goals, we were allowed to test rather broadly in our first campaign, and it paid significant dividends. Not only did we find a more effective creative and offer—the overall campaign nearly doubled the enrollment expectation.

erik koenig, president, 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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