SUCCESS STORIES

Identity theft protection service utilizes direct marketing as potent sales driver

INSURANCE SERVICES

Data-driven approach transformed direct mail into a top acquisition channel

This identity theft protection service advertised heavily across broadcast channels, but had never tried direct marketing and feared it was missing out on a potent sales driver. Franklin Madison Direct built a comprehensive FactorTest™ matrix that included various offers, creative concepts and lists files to generate hundreds of indexed data cells. Proving itself as a scalable and profitable channel, direct mail has taken its seat as one of two top conversion channels for the client.

The Problem

The company relied on broadcast advertising but had never tested direct mail, fearing it was missing a growth opportunity.

The Solution

FM Direct’s FactorTest matrix analyzed offers, creatives, and lists to determine the profitability and scalability of direct mail.

The Outcome

Direct mail now generates 40% of annual sales, acquiring 2M+ new members and $500M+ in revenue.

Woman wearing a headset on a video call.

INSURANCE SERVICES

Our Impact

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New Members Acquired

Direct mail has helped the company secure over 2 million new customers.

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Revenue Generated

The campaign has driven more than $500 million in revenue through direct mail.

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Annual Sales Share

Direct mail now accounts for 40% of total yearly sales, proving its long-term value.

The team at FM Direct is incredible—irreplaceable to the nth degree. They have a customer-centric focus, which is very apparent in all of the work that they do. Their willingness to be flexible—nothing could stand in their way. I couldn’t have done my job to the same level of expertise and success without that team behind me.

Anabel,
Partner Marketing Manager, franklin madison direct client

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.

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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