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.
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™.