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.

Ryan Wilder, Sr. Marketing Strategist, Seuel Response”

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

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

Consumer/Retail, Direct Mail Testing

Online retailer taps direct mail to drive incremental sales

A newly launched online retailer needed an effective way to increase sales but lacked a critical growth channel: direct mail. Having previously partnered with the client’s leadership team, Franklin Madison Direct was a trusted choice to develop and execute a data-driven direct mail strategy.

Data Modeling, Insurance Services

Retargeting campaign multiplies customer LTV

This specialty insurer wanted to optimize a generic retention program that was targeting past customers on a one-size-fits all basis. Franklin Madison Direct launched a CRM strategy that segmented past customers based on customer RFM (recency, frequency, monetary) data.

Digital Marketing, Other

University optimizes paid search and digital channels to build awareness

A fully-accredited nonprofit teaching and research institution was looking to boost its enrollments, but its existing digital marketing agency was struggling to cost-effectively fill its enrollment pipeline with the necessary volume of prospective students.

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