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
Creative testing boosted acquisition sales rates by 30% for specialty insurer
After experiencing a decline in annual premium, this specialty insurer was looking for a partner to explore a new approach to direct mail creative. As a highly regarded brand in the industry, Franklin Madison Direct understood the importance of preserving this brand’s integrity within the direct mail channel. Working as an extension of the insurer’s in-house marketing group, FM Direct utilized direct response best practices to design more than 50 creative concepts. Although letter (envelope) packages traditionally outperform self-mailers in the insurance industry, initial testing identified a self-mailer as the best performing concept, beating the previous control package by a 12% sales rate. To continue optimizing the client’s direct mail program, FM Direct follows a regimented creative testing schedule in which new packages consistently boost performance metrics.
The Problem
Declining annual premiums prompted the insurer to seek a fresh approach to direct mail creative to drive higher response rates.
The Solution
FM Direct developed and tested 50+ creative concepts, uncovering a high-performing self-mailer format that outperformed traditional letter packages.
The Outcome
Acquisition sales rates grew 30%, production costs dropped 20%, and the new creative beat control by 12%.
INSURANCE 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