SUCCESS STORIES

Leading brand chooses FM Direct after competitive direct mail test

Home services

Direct mail test resulted in a decisive win and long-term partnership

Looking to challenge its existing mail performance, a leading home services brand asked Franklin Madison Direct to participate in a head-to-head direct mail test against their current agency. The winning agency would either keep, or takeover, the brand’s significant direct mail program. Both agencies mailed the same volume. While the competitive agency utilized the existing control creative and data list, FM Direct designed three unique creative packages and five custom look-a-like models to challenge the controls. After two consecutive test periods, FM Direct’s FactorTest™ methodology and data-driven approach to direct mail outperformed the control strategy – twice. Generating 54% more sales than the competition, FM Direct proved itself as a trustworthy direct marketing partner to win the business and position the brand for continued growth.

The Problem

The brand wanted to challenge its current direct mail agency to ensure it was getting the best possible performance.

The Solution

FM Direct introduced three new creative packages and five lookalike models, optimizing direct mail for higher engagement and conversion.

The Outcome

FM Direct’s strategy beat the competition by 54% in sales, winning the brand’s long-term direct mail business.

Home services

Our Impact

More Sales

FM Direct’s direct mail strategy outperformed the competing agency by 54% in sales.

Top Creative Packages

All three creative tests beat the control by 15% or more.

Winning Data Models

Four out of five custom lookalike models outperformed the brand’s control data.

This win is a testament to FM Direct’s talented strategy, data and creative teams. It also differentiates our sophisticated modeling techniques and testing methodology from the competition — validating FM Direct’s commitment to data-driven direct mail strategies.

Erik Koenig, President,
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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