SUCCESS STORIES

Unexpected creative format boosts direct mail performance

INSURANCE SERVICES

Creative testing boosted acquisition sales rates by 30% for specialty insurer

After experiencing a decline in annual premium, this specialty insurer was looking for a partner to explore a new approach to direct mail creative. As a highly regarded brand in the industry, Franklin Madison Direct understood the importance of preserving this brand’s integrity within the direct mail channel. Working as an extension of the insurer’s in-house marketing group, FM Direct utilized direct response best practices to design more than five creative concepts. Although letter (envelope) packages traditionally outperform self-mailers in the insurance industry, initial testing identified a self-mailer as the best performing concept, beating the previous control package by a 12% sales rate. To continue optimizing the client’s direct mail program, FM Direct follows a regimented creative testing schedule in which new packages consistently boost performance metrics.

The Problem

Declining annual premiums prompted the insurer to seek a fresh approach to direct mail creative to drive higher response rates.

The Solution

FM Direct developed and tested 5+ creative concepts, uncovering a high-performing self-mailer format that outperformed traditional letter packages.

The Outcome

Acquisition sales rates grew 30%, production costs dropped 20%, and the new creative beat control by 12%.

INSURANCE SERVICES

Our Impact

Increase in Sales Rates

New creative concepts drove 30%+ higher acquisition sales rates.

Production Cost Reduction

Optimized direct mail formats cut production costs by 20%.

Higher Sales Rate

Self-mailer format beat the previous control package’s sales rate by 12%.

Through a close partnership with the client’s marketing team, we are able to translate their brand into compelling direct mail creative that drives measurable response and continued growth.

Tari Johnson, Creative Director, 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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