SUCCESS STORIES

Polished approach to data and creative testing revives channel scale and performance

CONSUMER/RETAIL

Strategic testing revitalized direct mail, driving strong ROI and subscriber growth

An online retailer was struggling to find scale with their existing direct mail program and challenged Franklin Madison Direct to renew channel performance with a new data and creative strategy. FM Direct hit the ground running by testing over 610K records using our proprietary FactorTest™ method. Seven new prospect models and one new creative was identified to go head-to-head against the online retailer’s existing controls. Five of FM Direct’s mailing lists outperformed control, while the creative package established itself as the new control for their CRM audience. In just 60 days, FM Direct’s data-driven approach to direct mail yielded a 479% return on investment to restore direct mail as a significant acquisition channel for the retailer.

The Problem

The retailer’s direct mail program lacked scalability, struggling to acquire new customers while maintaining cost efficiency.

The Solution

FM Direct tested new audience models and creative formats, refining targeting and optimizing response rates for improved performance.

The Outcome

With 479% ROI and 6,280+ new customers, direct mail became a high-performing growth channel once more.

CONSUMER/RETAIL

Our Impact

Incremental Revenue

FM Direct’s optimized strategy drove $1.77 million in revenue.

New Subscribers

The campaign successfully acquired over 6,280 new customers.

Customer Acquisition Cost (CPA)

The refined approach achieved an efficient $57 CPA.

This is a great example of how FM Direct’s FactorTest methodology can quickly and cost-effectively unlock unprecedented growth for both new and existing direct mail programs.

preston carroll
DIRECTOR OF DATA & ANALYTICS, 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

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