SUCCESS STORIES

Strategic direct mail marketing triples ROI for online retailer

Consumer/Retail

Targeted direct mail strategy drives 3x ROI for women’s apparel brand during peak season

A women’s apparel company approached Franklin Madison Direct to target existing customers, drive a high volume of orders, and prove the incrementality of direct mail against a holdout audience. FM Direct utilized customer segmentation to identify the most valuable targets to receive an effective, cost-efficient mailer during the peak buying season of Black Friday and Cyber Monday. To maximize the campaign’s reach, Surround™ was activated to deliver digital ads to prospects within the mail’s in-home window. The combination of targeted mail, customer segmentation, and digital ad integration resulted in a 3x return on investment. This success laid the groundwork for future campaigns and established the foundation for a long-term partnership.

The Problem

Despite a strong digital presence, the online retailer lacked a solid strategy for using direct mail to boost orders and ROI.

The Solution

FM Direct leveraged customer segmentation, strategic timing, and Surround™ to optimize direct mail impact.

The Outcome

The campaign generated 5,000+ orders, a 35% lift, and a 3x return on investment.

Jeans hanging on a rack.

Consumer/Retail

Our Impact

1

Return on Investment

The direct mail campaign delivered a 300% return on investment.

1

Orders Generated

Over 5,000 customer orders were generated from the campaign.

1

Lift Over Holdout

The campaign outperformed the holdout group by 35%, proving direct mail’s impact.

This campaign is a great example of FM Direct’s ability to segment datasets in a way that drives the most incremental response. Retail brands want to drive repeat purchasers, and direct mail was able to do that effectively while driving a lift over other channels.

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

Integrated direct mail & digital marketing

FM Direct’s integrated marketing approach combines data-driven direct mail with precise digital activation to maximize engagement and ROI. Using Surround™, we ensure that prospects receive timely, coordinated messaging across multiple touchpoints—including direct mail, display ads, social media, and email.

By aligning online and offline efforts, we help brands break through clutter and reach high-intent customers when it matters most.

Scale customer growth fast

Success Stories

Explore our success stories to see how FM Direct drives growth with highly targeted direct mail strategies.

Woman wearing a headset on a video call.

Fresh personalization approach untaps new growth opportunity

When digital advertising and podcast conversions stalled, an investment platform turned to offline marketing. FM Direct created 20 unique data models and an engaging letter package, launching with 120k modeled records and 50k leads. The initial campaign achieved a CPA 83% below target, leading the client to expand future campaigns and increase mail volume sevenfold.
Read MoreFresh personalization approach untaps new growth opportunity
Key in a lock with a house keychain.

Modeling drives 50% AOV lift for home warranty brand

An established brand in the home warranty space had already experienced success with direct mail and wanted to elevate its mature program to new levels of growth. To continue to scale those wins, Franklin Madison Direct concentrated on routine data and format testing. A review of data suppression strategies identified 15% more records from the brand’s strongest prospect sources.
Read MoreModeling drives 50% AOV lift for home warranty brand

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