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.
insurance services
Data-driven CRM strategy maximized customer retention and increased revenue per policy
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. The communication timing, frequency and creative was then tested to optimize the program across customer segments to triple the insurer’s annual policies. In addition to the RFM campaign, FM Direct also built a nimble weekly mailing to retarget prospects who phoned the call center to receive a quote, but did not convert. The non-converter campaign now delivers the highest ROI of the insurer’s direct mail campaigns, generating $1.9M a year in top-line revenue.
The Problem
The insurer’s retention program lacked personalization, using a generic approach that failed to effectively re-engage past customers.
The Solution
FM Direct optimized retention efforts by using RFM data segmentation, tailoring communication frequency, and retargeting high-intent non-converting leads.
The Outcome
The strategy tripled annual policies, increased revenue per policy, and multiplied customer lifetime value.
insurance services
Our Impact
Success Stories
Read our success stories to uncover how we’ve driven results for subscription companies like yours.
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.
Investment brand unlocks high-quality leads with integrated direct response
After a successful launch into the mail channel, this meal delivery service was eager to maximize direct mail’s potential as a high-performing marketing channel. Franklin Madison Direct recommended merging the strengths of direct mail and digital advertising by reaching direct mail recipients through digital impressions before and during the mail delivery process via Surround™.
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.