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

New Members Acquired

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

Revenue Generated

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

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.

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.

BREAK THROUGH THE NOISE

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