SUCCESS STORIES

Modeling drives 50% AOV lift for home warranty brand

home services

Data-driven targeting increased AOV and improved customer acquisition efficiency

A long-standing home services client was experiencing a decline in customer value due to shifting macroeconomic conditions. To reverse this trend and ensure sustained performance, FM Direct recognized the need to refine the client’s data strategy to better identify and target higher-value prospects. FM Direct conducted a comprehensive demographic and behavioral analysis of the brand’s historical direct mail records and customer conversion data. This deep dive uncovered specific attributes and patterns among the client’s most valuable customers. Leveraging these insights, the team built an audience model based on high-value customer profiles. This model was then used to guide prospecting efforts, focusing on individuals who closely mirrored the traits of the top performing customer segments. The refined targeting strategy lifted AOV by 50% in just one campaign, demonstrating the effectiveness of a data-driven approach to customer acquisition.

The Problem

The client faced declining customer value and needed a strategy to acquire more profitable customers.

The Solution

FM Direct built a high-value audience model from historical data to guide smarter prospecting.

The Outcome

AOV rose 50%, ROI increased 35%, and revenue per piece mailed jumped 48%.

home services

Our Impact

AOV Lift

Achieved a 50% rise in average order value

ROI Improvement

Attained a 35% increase in return on investment

RPPM Boost

Improved revenue per piece mailed by 48%

This is a testament to our team’s ability to roll up our sleeves and uncover ways to take an already healthy program to the next level of performance.

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

Precision targeting with advanced modeling

Franklin Madison Direct leverages proprietary modeling solutions to pinpoint high-value prospects and optimize direct mail performance. By analyzing transactional, demographic, and behavioral data, we build predictive models that identify audiences most likely to convert.

Our data-driven approach ensures brands reach the right prospects at the right time, improving response rates and lowering acquisition costs. Whether testing new segments or refining existing lists, FM Direct’s modeling expertise delivers more efficient and scalable direct mail programs.

Find your best prospects

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.

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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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