SUCCESS STORIES

Personal finance brand achieves record-breaking enrollment rates

FINANCIAL SERVICES

FM Direct drove higher enrollment rates while reducing acquisition costs

After executing direct mail in-house for a few years, a brand specializing in home equity loans sought a full-service partner to elevate campaign performance and facilitate growth. Franklin Madison Direct relaunched the brand into mailboxes with a strategic testing approach to identify incremental new prospects and a control format. This involved analyzing performance based on credit variables such as unsecured debt amount, FICO, and debt ratio. Subsequent campaigns focused on additional creative and data testing to prepare for an aggressive H2 rollout. To further enhance offline campaign performance, Surround™ was activated to target prospects through display advertisements during and after the direct mail in-home window—resulting in a 30%+ lift over the holdout. With FM Direct’s specialized knowledge in the finance sector, the campaign met lead and enrollment rate goals, staying below the client’s target CPEC of $1,000.

The Problem

The brand needed a strategic partner to refine targeting, improve enrollment rates, and maintain CPEC efficiency.

The Solution

FM Direct optimized audience targeting, tested creative variations, and activated Surround™ digital ads to maximize performance.

The Outcome

With FM Direct’s specialized knowledge in the finance sector, enrollment rates reached record highs and lead rates exceeded 1.5%.

FINANCIAL SERVICES

Our Impact

Cost Per Enrollment

The cost per enrolled customer remained under $1,000 while scaling acquisition.

Lead Rate

Over 1% of targeted prospects converted into leads.

Cents

The cost per dollar enrolled was kept at $0.02 or lower.

In a landscape like debt consolidation and home equity lending, it’s all about zeroing in on prospects primed to convert. Once you have that dialed in, getting in front of them earlier and more often through digital integration is proving to be a difference maker.

Patrick carroll
VP, Strategy, 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.

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