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
Targeted digital strategy reduced CPL by 42% for home warranty brand
A reputable home warranty brand was eager to determine if other marketing channels could acquire customers at a comparable scale and cost-per-lead (CPL) as direct mail. Since the client had a strong history of using prospect data models, Franklin Madison Direct recommended a digital strategy that makes use of offline data. FM Direct’s creative team adapted pre-existing client materials to create fresh, compelling ads that would work across all digital platforms. High-affinity prospects were shown programmatic digital advertisements, including display, native, audio, web video, and CTV. Using the omnIDirect methodology, 382k unique prospects were served ads during the launch, averaging 5.2 impressions per individual. Audio, display, and native channels had the highest response rates, and the CPL and CPAs were below client expectations.
The Problem
A home warranty provider sought a cost-effective alternative to direct mail while maintaining strong customer acquisition performance.
The Solution
FM Direct implemented a omnIDirect digital campaign, leveraging offline data and multi-channel ads to engage high-affinity prospects.
The Outcome
The campaign cut CPL by 42%, lowered CPA by 26%, and successfully scaled digital customer acquisition.
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