Finance of America B2C

Direct Mail

As a copywriter, I owned our direct mail channel for all of 2025. Unlike digital (where every action becomes a data point), it’s a challenge to track customer behavior. This requires constant testing and the ability to develop deep insights about what matters most to our audience, but the results have been tremendous: Our best MoM lift in response rate was 105% from June to July for a letter that became the new control.

One Concept, Multiple Touchpoints

Many of our Q1 and Q2 iterations featured the stars of our TV spot promoting the advantages of our HECM product. Scroll the carousels to see how I brought our strategy to life as a full-sized letter and retargeting postcard. These sends followed the end of our relationship with a very high-profile celeb spokesperson—and impressively outperformed that familiar face.

The Complete Package

Exhaustive testing led us to the current Q4 control format of an 8.5"x14" letter with a full-color buckslip and enticing copy on the envelope. Letter #2 here was our team's first firm offer prequal, which meant balancing complex compliance reqs plus advantages, the offer, trust signals, social proof… truly the complete package with a thoughtful layout that only seems effortless.