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.
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™.