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
OmnIDirect™ improved digital efficiency, reducing CPL by 25% and unlocking new channels
A reputable home warranty brand was eager to diversify digital advertising performance with a new targeting approach. Franklin Madison Direct proposed a test comparing standard online targeting segments with offline-based audience models. Using OmnIDirect as a multi-channel prospecting strategy, offline models were activated online through a deterministic identity graph. The brand’s top prospects received branded direct response advertisements, while the FM Direct team closely monitored, optimized, analyzed, and reported on campaign performance of both data sources. The cost per lead was 25% lower for offline audiences compared to online audiences, with similar purchase rates. The efficiency of the offline models in this parallel environment validates the impact rigorous data cleansing practices have on the quality and precision of audience targeting, versus a standard online audience that is prone to waste and inaccuracies. FM Direct’s expertise in developing high-performing data models, coupled with the opportunity for a head-to-head experimental design, has positioned the brand for sustainable success and exponential growth.
The Problem
Struggling with diminishing returns on digital marketing, the home warranty provider sought a more effective, data-driven approach to customer acquisition.
The Solution
FM Direct’s OmnIDirect™ activated offline audience models online, optimizing ad delivery through deterministic identity matching.
The Outcome
FM Direct’s data-driven approach lowered CPL by 25% and expanded digital reach, ensuring sustainable growth.
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.
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