Same Experts. New Name.
SeQuel Response and FM Engage are now Franklin Madison Direct. While our name has changed, everything else remains the same: our people, our process, and our passion for driving measurable results through direct marketing.
HOME SERVICES
Integrated direct mail strategy improved acquisition and reduced costs
A regional telecommunications provider, previously managing direct mail campaigns in-house, sought to accelerate customer acquisition across both new and existing service areas. Franklin Madison Direct set up a creative A/B test using a redesigned envelope format, personalized to provide the best pricing options within each of the client’s seven geo-markets and internet speed service areas. Additionally, FM Direct compared its prospect modeling against the client’s in-house model selection. To enhance the campaign’s impact, Surround™ supplemented the direct mail strategy with a coordinated sequence of messages across online channels. Despite launching during a typically slow season, the campaign delivered the strongest performance of the year. In the highest-profit markets, FM Direct’s integrated approach achieved a 14% improvement compared to the control.
The Problem
The telecom provider struggled to scale customer acquisition and faced inefficiencies while managing direct mail in-house.
The Solution
FM Direct optimized creative, refined prospect targeting, and activated Surround digital ads to maximize acquisition efficiency.
The Outcome
Acquisition improved by 14%, costs dropped 5%, and Surround™ achieved a sub-$50 CPL.
HOME SERVICES
Our Impact
Success Stories
Discover how FM Direct helps financial companies outpace the competition and achieve measurable, winning results.
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.
Investment brand unlocks high-quality leads with integrated direct response
After a successful launch into the mail channel, this meal delivery service was eager to maximize direct mail’s potential as a high-performing marketing channel. Franklin Madison Direct recommended merging the strengths of direct mail and digital advertising by reaching direct mail recipients through digital impressions before and during the mail delivery process via Surround™.
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.