SUCCESS STORIES

Mental health brand boosts patient acquisition through direct mail

OTHER INDUSTRIES

FM Direct’s mail strategy boosted patient acquisition while lowering costs

Looking to scale patient acquisition while keeping its CPA within target levels, a mental health brand sought a HIPAA-compliant direct response partner to unlock new opportunities for growth. Franklin Madison Direct introduced the client to direct mail with an initial test of 100k pieces, which quickly expanded to monthly campaigns of 400k pieces. Over time, the team tested six custom data models, multiple offers, and seven unique creatives. State-level targeting was also implemented to take advantage of regional differences in health awareness and insurance coverage. The campaign’s success was amplified by Surround™, which integrated direct mail with digital marketing for wider reach. By keeping messaging both compelling and sensitive, FM Direct delivered results well beyond expectations, with the CPA consistently coming in below the brand’s target. This rapid success solidified direct mail as a powerful new growth channel for the client.

The Problem

Facing challenges in patient acquisition, the mental health brand struggled to scale its outreach while maintaining a cost-effective approach.

The Solution

FM Direct tested data models, creative variations, and digital integration to optimize patient acquisition while controlling costs.

The Outcome

Mail volume increased 4x, CPA remained under $270, and cost per piece dropped 35%.

OTHER INDUSTRIES

Our Impact

Cost Per Acquisition

FM Direct maintained a CPA below $270 while scaling mail volume.

Lower Cost Per Piece

Optimized production and targeting reduced cost per mail piece by 35%.

Sales Rate

The campaign achieved a 0.9% sales rate through strategic targeting and creative testing.

Mail Volume Growth

Monthly mail volume increased 4x from the initial 100k-piece test.

Steering a mental health and wellness brand into uncharted waters with direct mail wasn’t just about testing a new channel—it was about pioneering growth in an emerging industry.

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.

BREAK THROUGH THE NOISE

Launch your next campaign with confidence

Start Your Test