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.
Every Success Story Starts With a Test. Yours is Next.
At Franklin Madison Direct, we know results matter. That’s why we don’t just talk about success – we prove it. Our relentless focus on testing, optimization, and performance means you’ll never have to wonder if you’re leaving money on the table. Let’s build a data-driven direct response campaign designed to move the needle for your business.
ARE YOU READY?
Put Us to the Test.
From Fortune 500 brands to fast-growing businesses, every one of our clients has started with a custom test. Schedule a time to connect with our direct marketing experts to determine which is best for you, based on your campaign goals and budget.
No commitment. No guesswork. Just results.
HOW WE’LL DELIVER
Test. Track. Win. The Start of Something BIG.
Your first test is our chance to prove ourselves, and we do not take that challenge lightly. Our advanced data models, multichannel integration, and creative precision are built to maximize response, drive more profitable customer acquisition, and push the limits of what’s possible in direct response marketing.
Whether you’re looking to beat a longstanding direct mail control, launch into the mail channel for the first time, or even test direct mail targeting in digital channels, FM Direct will develop a custom test strategy for your specific situation and objectives.
Designed for those looking to launch a mail program, this testing approach focuses on validating the channel, finding early learnings (especially targeting), and building confidence for the next campaign. A Proof of Concept Test generally requires 50k-100k pieces, 1 custom creative, your best in-market offer, several list tests/sources, and digital integration. The target outcome is to establish a healthy baseline for your direct mail program.
For those with an established mail program looking to beat control or those with more urgent/aggressive growth plans, Factor Test leverages a fractional factorial testing approach to squeeze up to a year’s worth of list/offer/creative/digital testing into a single, strategically-populated campaign. This test generally includes 150K-350K+ pieces, 2+ custom creatives, a potential offer test against your control offer, several list tests/sources, and digital integration. The target outcome is a net new winning combination (or a few) that unseats control and improves performance, efficiency and/or scale.
Leveraging our proven experience in predictive modeling, omnIDirect allows you to test our robust offline targeting sources and attribution analytics in a more affordable, digital environment. In addition to testing data sources, you can also trial creative design/messaging, offers, and more to gauge audience accuracy and response as a precursor to direct mail testing − or to simply enhance the performance outcomes of digital advertising.
DRIVEN BY DATA. POWERED BY PEOPLE.
Why Leading Brands are Choosing Franklin Madison Direct
When it comes to driving measurable growth, results speak for themselves. Our team has been recognized by industry leaders for our performance, innovation, and impact in direct response marketing. Our campaigns deliver real outcomes – helping businesses acquire more customers, more efficiently.
Frequently Asked Questions
What to know before you test.
Even if your direct marketing efforts appear to be successful, there could still be room for improvement. If you’ve never mailed before and are looking to grow, or perhaps are seeing the ceiling of your other channels on the horizon, now is a good time to test. If your established mail program is experiencing poor campaign performance, complex execution processes, a lack of digital marketing integration capabilities, or the need for scale and more data accessibility, it’s time to consider testing a new partner.
While each testing approach is unique to your brand goals and budget, you can expect to invest $75+ thousand to conduct an effective Proof of Concept test and $125+ thousand to participate in a more comprehensive Factor Test campaign.
Generally speaking, our Proof of Concept timeline is roughly 45 calendar days from contract execution to mail date while Factor Test is roughly 60 calendar days. Yet, we do have options for mailers with more aggressive timelines. We then analyze campaign performance throughout the sales curve (generally up to 60-90 days after in-home) at the cadence and frequency appropriate for the product/service marketed.
Yes, discretion is our middle name. We can test our approach in parallel with your existing control without disruption to your current program or partnership. When testing against another agency, we can consult on strategic ways to set up the tests and run analytics to determine the best-performing program and avoid any biases.
After a successful test, we recommend a backtest to validate the results further. If you decide to make a switch, we’ll work with you to develop a comprehensive transition plan with established quality assurance procedures to mitigate any risk and protect your program’s performance.