SUCCESS STORIES

Direct mail proves profitable for lawn care subscription service

Home services

Lawn care brand drives 2x ROI in 90 days with FM Direct’s test-based direct mail launch

A subscription-based lawn care brand relied heavily on digital marketing but lacked a scalable, cost-efficient offline acquisition channel. FM Direct launched the client’s first direct mail program, structured to quickly drive learning and unlock scale. The campaign leveraged FM Direct’s proprietary FactorTest™ approach to identify responsive audiences through lookalike modeling. The test included 250,000 pieces, featuring two unique creatives, six distinct lists, two offers, and a Surround™ segment—resulting in 12 unique test combinations with learnings across 48 possible variable intersections. Creative, offer, and audience strategy were all designed to speak directly to the preferences and behaviors of high-intent prospects. By executing a tightly structured test with built-in flexibility, FM Direct helped the brand drive 2x ROI in only 90 days.

The Problem

The company needed a cost-effective, scalable offline channel to reduce digital dependency and drive growth.

The Solution

FM Direct launched a 250K-piece test across 12 audience-creative-offer combinations using the FactorTest approach.

The Outcome

The lawn care brand doubled ROI in 90 days, with CPAs under $100 and scalable test learnings.

Home services

Our Impact

“>0

New Customer Sales

The campaign drove >1,500 new customer sales

ROI

Doubled return on investment within 90 days

Or Less

CPA under $100 across multiple cells

CPA

Best-performing cell achieved a $26 CPA

This campaign was all about accelerating learning. By strategically testing multiple variables upfront, we were able to quickly identify what worked and scale a highly efficient acquisition channel in record time.”

preston carroll, director of data & analytics,
Franklin madison direct

Data-driven direct mail optimization

FM Direct 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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