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
Data-driven targeting increased AOV and improved customer acquisition efficiency
A long-standing home services client was experiencing a decline in customer value due to shifting macroeconomic conditions. To reverse this trend and ensure sustained performance, FM Direct recognized the need to refine the client’s data strategy to better identify and target higher-value prospects. FM Direct conducted a comprehensive demographic and behavioral analysis of the brand’s historical direct mail records and customer conversion data. This deep dive uncovered specific attributes and patterns among the client’s most valuable customers. Leveraging these insights, the team built an audience model based on high-value customer profiles. This model was then used to guide prospecting efforts, focusing on individuals who closely mirrored the traits of the top performing customer segments. The refined targeting strategy lifted AOV by 50% in just one campaign, demonstrating the effectiveness of a data-driven approach to customer acquisition.
The Problem
The client faced declining customer value and needed a strategy to acquire more profitable customers.
The Solution
FM Direct built a high-value audience model from historical data to guide smarter prospecting.
The Outcome
AOV rose 50%, ROI increased 35%, and revenue per piece mailed jumped 48%.
home services
Our Impact
Success Stories
Explore our success stories to see how FM Direct drives growth with highly targeted direct mail strategies.
Fresh personalization approach untaps new growth opportunity
When digital advertising and podcast conversions stalled, an investment platform turned to offline marketing. FM Direct created 20 unique data models and an engaging letter package, launching with 120k modeled records and 50k leads. The initial campaign achieved a CPA 83% below target, leading the client to expand future campaigns and increase mail volume sevenfold.
Read MoreFresh personalization approach untaps new growth opportunity
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.
Read MoreDirect mail proves profitable for lawn care subscription service
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.
Read MoreModeling drives 50% AOV lift for home warranty brand