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
Data-driven CRM strategy maximized customer retention and increased revenue per policy
This specialty insurer wanted to optimize a generic retention program that was targeting past customers on a one-size-fits all basis. Franklin Madison Direct launched a CRM strategy that segmented past customers based on customer RFM (recency, frequency, monetary) data. The communication timing, frequency and creative was then tested to optimize the program across customer segments to triple the insurer’s annual policies. In addition to the RFM campaign, FM Direct also built a nimble weekly mailing to retarget prospects who phoned the call center to receive a quote, but did not convert. The non-converter campaign now delivers the highest ROI of the insurer’s direct mail campaigns, generating $1.9M a year in top-line revenue.
The Problem
The insurer’s retention program lacked personalization, using a generic approach that failed to effectively re-engage past customers.
The Solution
FM Direct optimized retention efforts by using RFM data segmentation, tailoring communication frequency, and retargeting high-intent non-converting leads.
The Outcome
The strategy tripled annual policies, increased revenue per policy, and multiplied customer lifetime value.
insurance services
Our Impact
Success Stories
Read our success stories to uncover how we’ve driven results for subscription companies like yours.
Retargeting campaign multiplies customer LTV
This specialty insurer wanted to optimize a generic retention program that was targeting past customers on a one-size-fits all basis. Franklin Madison Direct launched a CRM strategy that segmented past customers based on customer RFM (recency, frequency, monetary) data.
Read MoreRetargeting campaign multiplies customer LTV
University optimizes paid search and digital channels to build awareness
A fully-accredited nonprofit teaching and research institution was looking to boost its enrollments, but its existing digital marketing agency was struggling to cost-effectively fill its enrollment pipeline with the necessary volume of prospective students.
Read MoreUniversity optimizes paid search and digital channels to build awareness
Targeted Facebook campaign reaches direct mail prospects for credit score optimization service
After shattering performance expectations in the direct mail test launch, Franklin Madison Direct wanted to measure the relative performance lift that an integrated online strategy would provide for this credit score optimization service.
Read MoreTargeted Facebook campaign reaches direct mail prospects for credit score optimization service