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
Younger insurance prospects re-engaged through data-driven strategy and creative optimization
An insurance and protection brand was experiencing performance fatigue across
its direct marketing program. While the customer file skewed older, Franklin Madison Direct identified a younger, more affluent segment in which only 10.1% were supplementally insured. FMD applied its three-step personalization framework: customer analysis and segmentation, test strategy and offer optimization, and campaign execution and review. By delivering the right offer for this segment, FMD delivered a 16% lift in performance. This success was made possible by integrating analytics, print technology, and client collaboration to personalize at a lower cost than ever before.
The Problem
An insurance brand’s direct mail program fatigued, with older-targeted offers failing to engage younger, under-insured prospects.
The Solution
Franklin Madison Direct implemented a three-step framework—segmentation, offer optimization, and personalized execution—powered by analytics and print technology.
The Outcome
Personalized campaigns lifted response by 16%, unlocking new growth in a younger segment.
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