SUCCESS STORIES

Online retailer taps direct mail to drive incremental sales

consumer/retail

Targeted mail strategy accelerated scale and expanded marketing channel diversification

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. The campaign started with a small test, using two custom data models to identify high-potential prospects. Encouraged by early success, the client rapidly expanded the program into a monthly initiative, scaling from a limited test to dozens of tailored data models. Along the way, FM Direct helped optimize creative strategies and tested SURROUND™, which resulted in a 20% increase in performance. Through ongoing refinement and strategic adjustments, the campaign successfully scaled while maintaining key performance goals.

The Problem

The online retailer needed to grow rapidly but lacked a proven direct mail channel to diversify acquisition.

The Solution

FM Direct launched a data-driven direct mail test using custom models and creative testing to find top segments.

The Outcome

The program scaled from 50K to 1.77M pieces with consistent KPI success and a 20% performance lift.

consumer/retail

Our Impact

Pieces Mailed

The campaign scaled from an initial 50K test to 1.77 million mail pieces.

Performance Lift

FM Direct’s Surround strategy boosted campaign performance by 20% over the control.

Data Source Growth

Data targeting expanded from 2 sources to over 20, fueling sustained audience scale.

Success Rate

The campaign consistently achieved the client’s target for incremental Cost per Order.

FMD has a deep knowledge of direct mail and the various components that go into it. This clear subject matter expertise has made us very comfortable with the recommendations they’ve provided.

paid media lead, retail industry, Franklin Madison Direct Client

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.

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