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
See how our agency helps home service providers increase leads, bookings, and client retention through targeted direct mail strategies.
Online retailer taps direct mail to drive incremental sales
A newly launched online retailer needed an effective way to increase sales but lacked a critical growth channel: direct mail. Having previously partnered with the client’s leadership team, Franklin Madison Direct was a trusted choice to develop and execute a data-driven direct mail strategy.
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.
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.