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.
FINANCIAL SERVICES
FM Direct drove higher enrollment rates while reducing acquisition costs
After executing direct mail in-house for a few years, a brand specializing in home equity loans sought a full-service partner to elevate campaign performance and facilitate growth. Franklin Madison Direct relaunched the brand into mailboxes with a strategic testing approach to identify incremental new prospects and a control format. This involved analyzing performance based on credit variables such as unsecured debt amount, FICO, and debt ratio. Subsequent campaigns focused on additional creative and data testing to prepare for an aggressive H2 rollout. To further enhance offline campaign performance, Surround™ was activated to target prospects through display advertisements during and after the direct mail in-home window—resulting in a 30%+ lift over the holdout. With FM Direct’s specialized knowledge in the finance sector, the campaign met lead and enrollment rate goals, staying below the client’s target CPEC of $1,000.
The Problem
The brand needed a strategic partner to refine targeting, improve enrollment rates, and maintain CPEC efficiency.
The Solution
FM Direct optimized audience targeting, tested creative variations, and activated Surround™ digital ads to maximize performance.
The Outcome
With FM Direct’s specialized knowledge in the finance sector, enrollment rates reached record highs and lead rates exceeded 1.5%.
FINANCIAL SERVICES
Our Impact
Success Stories
Discover how FM Direct helps financial companies outpace the competition and achieve measurable, winning results.
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