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.
INSURANCE SERVICES
National insurer expanded reach with direct mail
Looking for scale in a highly competitive market, this national insurer was in search of a new channel to gain brand recognition and drive sales leads. Although active in other direct marketing and brand awareness strategies, the insurer had yet to invest in a direct mail campaign. To establish a program baseline, Franklin Madison Direct utilized a broad testing approach which included data modeling and prospect segmentation, digital integration, several creative packages, and a holdout strategy to gauge incrementality. Through this data-driven approach, FM Direct was able to quickly identify winning combinations and leverage learnings to optimize future campaigns. The program launch yielded a 1.85% leads rate, proving the validity of the direct mail channel and positioning the brand for continued growth.
The Problem
In a highly competitive market, the insurer needed a new channel to increase visibility and generate qualified sales leads.
The Solution
FM Direct designed a multi-faceted direct mail test, incorporating data modeling, digital integration, and creative segmentation to optimize performance.
The Outcome
The campaign produced 4,860+ leads, 400+ new policies, and maintained a cost per lead under $35.
INSURANCE SERVICES
Our Impact
Success Stories
Explore our success stories to see how FM Direct drives growth with highly targeted direct mail strategies.
Fresh personalization approach untaps new growth opportunity
When digital advertising and podcast conversions stalled, an investment platform turned to offline marketing. FM Direct created 20 unique data models and an engaging letter package, launching with 120k modeled records and 50k leads. The initial campaign achieved a CPA 83% below target, leading the client to expand future campaigns and increase mail volume sevenfold.
Read MoreFresh personalization approach untaps new growth opportunity
Direct mail proves profitable for lawn care subscription service
A subscription-based lawn care brand relied heavily on digital marketing but lacked a scalable, cost-efficient offline acquisition channel.
Read MoreDirect mail proves profitable for lawn care subscription service
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.
Read MoreModeling drives 50% AOV lift for home warranty brand