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
Targeted digital strategy reduced CPL by 42% for home warranty brand
A reputable home warranty brand was eager to determine if other marketing channels could acquire customers at a comparable scale and cost-per-lead (CPL) as direct mail. Since the client had a strong history of using prospect data models, Franklin Madison Direct recommended a digital strategy that makes use of offline data. FM Direct’s creative team adapted pre-existing client materials to create fresh, compelling ads that would work across all digital platforms. High-affinity prospects were shown programmatic digital advertisements, including display, native, audio, web video, and CTV. Using the omnIDirect methodology, 382k unique prospects were served ads during the launch, averaging 5.2 impressions per individual. Audio, display, and native channels had the highest response rates, and the CPL and CPAs were below client expectations.
The Problem
A home warranty provider sought a cost-effective alternative to direct mail while maintaining strong customer acquisition performance.
The Solution
FM Direct implemented a omnIDirect digital campaign, leveraging offline data and multi-channel ads to engage high-affinity prospects.
The Outcome
The campaign cut CPL by 42%, lowered CPA by 26%, and successfully scaled digital customer acquisition.
home 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.