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
Strategic testing and follow-up campaigns drove a major turnaround in membership growth
After engaging in direct marketing for about a year, an international fraternal benefits organization had seen a 70% decline in enrollment rate and wanted to reach 100,000 new enrollments by year-end. Franklin Madison Direct built a matrix that tested two unique offers and three different creative concepts and also developed an email/postcard follow-up strategy. Even with 5% less mail volume than previous campaigns, this new strategy boosted memberships, decreased membership acquisition costs, and finished under budget.
The Problem
Enrollment plummeted by 70%, requiring a revamped marketing strategy to reach 100,000 new sign-ups by year-end.
The Solution
FM Direct tested multiple creative concepts and offers, plus added email and postcard follow-ups to maximize conversions.
The Outcome
Sales rate rose by 91%, memberships grew 83%, and acquisition costs fell by 51%.
INSURANCE 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.