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.
Financial Services
Cost-effective digital targeting drove high-quality acquisitions for mobile banking service
When budget constraints put direct mail on pause, a mobile bank service was in search of an affordable approach to targeting high-quality prospects. Franklin Madison Direct suggested a digital campaign test to engage an offline audience in a programmatic, open-web environment. Using the OmnIDirect targeting approach, display and web-video assets were served to 625,000 offline lookalike model records. To determine incrementality, a small portion of the audience was exposed to PSA advertising while the majority of the audience received the branded version. When compared to the holdout population who only saw the PSA, the branded digital ads provided a much higher sales rate and attracted close to 600 new users.
The Problem
A mobile bank needed an affordable, effective way to acquire high-quality users after pausing its direct mail efforts.
The Solution
FM Direct employed an omnIDirect™ digital test, serving targeted ads to offline lookalikes and measuring sales lift against a PSA holdout.
The Outcome
The campaign generated 562 new users, 2.5x higher sales rates, and a $57 incremental CPA, validating digital expansion.
Financial Services
Our Impact
Success Stories
See how our agency helps home service providers increase leads, bookings, and client retention through targeted direct mail strategies.
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.