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.

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.

Ryan Wilder, Sr. Marketing Strategist, Seuel Response”

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

Discover how FM Direct helps financial companies outpace the competition and achieve measurable, winning results.

Consumer/Retail, Direct Mail Testing

Online retailer taps direct mail to drive incremental sales

A newly launched online retailer needed an effective way to increase sales but lacked a critical growth channel: direct mail. Having previously partnered with the client’s leadership team, Franklin Madison Direct was a trusted choice to develop and execute a data-driven direct mail strategy.

Data Modeling, Insurance Services

Retargeting campaign multiplies customer LTV

This specialty insurer wanted to optimize a generic retention program that was targeting past customers on a one-size-fits all basis. Franklin Madison Direct launched a CRM strategy that segmented past customers based on customer RFM (recency, frequency, monetary) data.

Digital Marketing, Other

University optimizes paid search and digital channels to build awareness

A fully-accredited nonprofit teaching and research institution was looking to boost its enrollments, but its existing digital marketing agency was struggling to cost-effectively fill its enrollment pipeline with the necessary volume of prospective students.

BREAK THROUGH THE NOISE

Launch your next campaign with confidence

Start Your Test