SUCCESS STORIES

Surround™ spurs record-breaking conversions

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Strategic digital integration maximized direct mail’s impact

After a successful launch into the mail channel, this meal delivery service was eager to maximize direct mail’s potential as a high-performing marketing channel. Franklin Madison Direct recommended merging the strengths of direct mail and digital advertising by reaching direct mail recipients through digital impressions before and during the mail delivery process via Surround™. A holdout test provided a clear comparison between two audience segments, proving that branded direct mail along with branded digital content achieved notably higher conversion rates than branded direct mail and a PSA ad. By leveraging the combination of offline and online touchpoints, the client achieved increased brand exposure, reduced cost per acquisition (CPA), and improved conversion rates.

The Problem

Struggling to maximize direct mail ROI, the meal delivery service needed a cost-effective way to increase engagement and conversions.

The Solution

FM Direct implemented Surround, aligning digital ads with direct mail timing to enhance audience engagement and drive higher response rates.

The Outcome

With a 38% sales increase, the success validated Surround as a long-term strategy for sustained growth.

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Our Impact

1

Higher Conversions

Surround increased conversion rates by 83% versus the PSA control group.

1

Lower CPA

Cost per acquisition was reduced by 28% compared to the mail-only campaign.

1

Sales Growth

The integrated campaign drove a 38% increase in the sales rate.

Over the years, we have tested multiple channels, platforms, identity graphs, timing sequences, and creatives in the quest to find the sweet spot of efficiency and impact with respect to direct mail and digital integration. Surround is state of the art science and is now integral to all our clients’ DM campaigns.

Ryan Wilder, Sr. Marketing Strategist, SeQuel Response”

Jake Bawolek,
digital media manager, 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.

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