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
FactorTest™ unlocks new audiences and optimizes performance for real estate brand
After executing direct mail in-house for a few years, a real estate company was ready for a strategic partner to scale its direct mail marketing program at a desirable cost per inquiry (CPI) metric. Franklin Madison Direct recommended the FactorTest methodology to pinpoint the optimal combination of data, offer, and creative. FM Direct’s data team leveraged buyer-level intent data sources to identify the brand’s top prospects, while the creative team refreshed the client’s existing control formats with a new approach to relevant and personalized offers. The test delivered impressive CPI outcomes, including new wins with data models that broadened the customer base beyond the client’s current in-house list-sourcing techniques, as well as creative wins that became the new control. As performance was validated by unbiased analytics, the client was able to secure additional direct mail budget to expand into new geographic markets and grow their customer base.
The Problem
Achieving cost-effective direct mail results proved challenging, as the real estate company struggled to hit target CPI metrics.
The Solution
FM Direct applied advanced data modeling and creative testing to optimize audience targeting and response rates.
The Outcome
FM Direct improved CPI by 28%, unlocking new opportunities for market expansion.
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