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.
CONSUMER/RETAIL
Strategic testing revitalized direct mail, driving strong ROI and subscriber growth
An online retailer was struggling to find scale with their existing direct mail program and challenged SeQuel to renew channel performance with a new data and creative strategy. Franklin Madison Direct hit the ground running by testing over 610K records using our proprietary FactorTest™ method. Seven new prospect models and one new creative was identified to go head-to-head against the online retailer’s existing controls. Five of FM Direct’s mailing lists outperformed control, while the creative package established itself as the new control for their CRM audience. In just 60 days, FM Direct’s data-driven approach to direct mail yielded a 479% return on investment to restore direct mail as a significant acquisition channel for the retailer.
The Problem
The retailer’s direct mail program lacked scalability, struggling to acquire new customers while maintaining cost efficiency.
The Solution
FM Direct tested new audience models and creative formats, refining targeting and optimizing response rates for improved performance.
The Outcome
With 479% ROI and 6,280+ new customers, direct mail became a high-performing growth channel once more.
CONSUMER/RETAIL
Our Impact
Success Stories
Discover how FM Direct helps financial companies outpace the competition and achieve measurable, winning results.
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.