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
Creative testing fueled direct mail scalability for travel insurer
This travel insurer’s direct mail packages required fresh and engaging creative to keep direct mail positioned as the organization’s primary lead generation channel. Franklin Madison Direct developed and implemented a disciplined approach to creative testing in which new concepts are tested and backtested on a consistent schedule. Although the insurer had an in-house marketing team, they trusted FM Direct to utilize their direct response expertise to design compelling and potent creative within brand guidelines. This approach has successfully unseated existing controls in eight of ten sales curves, creating established and profitable acquisition, reacquisition and lead direct mail programs that consistently generate a double-digit increase in sales.
The Problem
Existing direct mail creative was losing effectiveness, threatening the insurer’s ability to scale and sustain lead generation efforts.
The Solution
FM Direct implemented a disciplined creative testing approach, refining messaging and design to maximize engagement and conversion rates.
The Outcome
The new creative strategy led to a 13% higher sales rate, 150% premium growth, and 45% lower CPA.
INSURANCE SERVICES
Our Impact
Success Stories
Explore our success stories to see how FM Direct drives growth with highly 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.