SUCCESS STORIES

Retargeting campaign multiplies customer LTV

insurance services

Data-driven CRM strategy maximized customer retention and increased revenue per policy

This specialty insurer wanted to optimize a generic retention program that was targeting past customers on a one-size-fits all basis. Franklin Madison Direct launched a CRM strategy that segmented past customers based on customer RFM (recency, frequency, monetary) data. The communication timing, frequency and creative was then tested to optimize the program across customer segments to triple the insurer’s annual policies. In addition to the RFM campaign, FM Direct also built a nimble weekly mailing to retarget prospects who phoned the call center to receive a quote, but did not convert. The non-converter campaign now delivers the highest ROI of the insurer’s direct mail campaigns, generating $1.9M a year in top-line revenue.

The Problem

The insurer’s retention program lacked personalization, using a generic approach that failed to effectively re-engage past customers.

The Solution

FM Direct optimized retention efforts by using RFM data segmentation, tailoring communication frequency, and retargeting high-intent non-converting leads.

The Outcome

The strategy tripled annual policies, increased revenue per policy, and multiplied customer lifetime value.

insurance services

Our Impact

Increase in Revenue Per Policy

Personalized retention efforts boosted policy profitability.

Increase in Customer Lifetime Value

Segmented RFM data maximized lifetime value.

New Multi-Buyer Customers

Retention strategies converted past customers into repeat policyholders.

FM Direct’s strategists are timely and thorough in their analysis, and always offer a clear and professional explanation for their recommendations. They seek to truly understand our business.

John, Director of Direct Marketing, Franklin Madison Direct Client

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.

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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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