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
Lawn care brand drives 2x ROI in 90 days with FM Direct’s test-based direct mail launch
A subscription-based lawn care brand relied heavily on digital marketing but lacked a scalable, cost-efficient offline acquisition channel. FM Direct launched the client’s first direct mail program, structured to quickly drive learning and unlock scale. The campaign leveraged FM Direct’s proprietary FactorTest™ approach to identify responsive audiences through lookalike modeling. The test included 250,000 pieces, featuring two unique creatives, six distinct lists, two offers, and a Surround™ segment—resulting in 12 unique test combinations with learnings across 48 possible variable intersections. Creative, offer, and audience strategy were all designed to speak directly to the preferences and behaviors of high-intent prospects. By executing a tightly structured test with built-in flexibility, FM Direct helped the brand drive 2x ROI in only 90 days.
The Problem
The company needed a cost-effective, scalable offline channel to reduce digital dependency and drive growth.
The Solution
FM Direct launched a 250K-piece test across 12 audience-creative-offer combinations using the FactorTest approach.
The Outcome
The lawn care brand doubled ROI in 90 days, with CPAs under $100 and scalable test learnings.
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.
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.
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™.