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
Multi-channel strategy drove major lift for home protection brand
Looking to grow, this home protection provider was eager to establish a significant DTC presence in the direct mail channel, and beyond. Franklin Madison Direct’s proven, data-driven approach to mail and digital marketing was exactly what they were looking for in their new direct response partner. Using the FactorTest™ methodology, FM Direct tested a myriad of creative, list and offer combinations to identify the winning combinations of a multi-million piece campaign for a fraction of the cost. To further enhance offline campaign performance, Surround was activated to target prospects via email and Facebook before, during and after the direct mail in-home window. Compared to a holdout audience of prospects that only received direct mail, FM Direct’s multi-channel digital and direct mail strategy delivered an exceptional lift in campaign performance while significantly reducing CPAs, positioning the home protection provider for strong offline channel growth.
The Problem
The brand needed a scalable, data-driven strategy to grow its DTC presence and improve direct mail efficiency.
The Solution
FM Direct tested 256 creative/list/offer variations and integrated Surround’s digital targeting to enhance campaign effectiveness.
The Outcome
The campaign boosted sales rates by 120%, cut CPA by 43%, and set the stage for growth.
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