SUCCESS STORIES

Telecom provider discovers the value of a direct mail partner

HOME SERVICES

Integrated direct mail strategy improved acquisition and reduced costs

A regional telecommunications provider, previously managing direct mail campaigns in-house, sought to accelerate customer acquisition across both new and existing service areas. Franklin Madison Direct set up a creative A/B test using a redesigned envelope format, personalized to provide the best pricing options within each of the client’s seven geo-markets and internet speed service areas. Additionally, FM Direct compared its prospect modeling against the client’s in-house model selection. To enhance the campaign’s impact, Surround™ supplemented the direct mail strategy with a coordinated sequence of messages across online channels. Despite launching during a typically slow season, the campaign delivered the strongest performance of the year. In the highest-profit markets, FM Direct’s integrated approach achieved a 14% improvement compared to the control.

The Problem

The telecom provider struggled to scale customer acquisition and faced inefficiencies while managing direct mail in-house.

The Solution

FM Direct optimized creative, refined prospect targeting, and activated Surround digital ads to maximize acquisition efficiency.

The Outcome

Acquisition improved by 14%, costs dropped 5%, and Surround™ achieved a sub-$50 CPL.

HOME SERVICES

Our Impact

Geo-Market Performance

The integrated campaign improved acquisition results by 14% in top-profit markets.

Cost Savings

Enhanced creative efficiencies reduced direct mail costs by 5%.

Cost Per Lead

Surround digital integration achieved a cost per lead under $50.

This campaign is proof that mixing personalized creative with data-fueled targeting can turn direct mail into a true customer acquisition engine. It’s amazing to see how, even in those slower seasons, brands hungry for growth can still hit it big with the right strategy in place.

Angelo Licursi
SR. MARKETING STRATEGIST, 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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