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 approach transformed direct mail into a top acquisition channel
This identity theft protection service advertised heavily across broadcast channels, but had never tried direct marketing and feared it was missing out on a potent sales driver. Franklin Madison Direct built a comprehensive FactorTest™ matrix that included various offers, creative concepts and lists files to generate hundreds of indexed data cells. Proving itself as a scalable and profitable channel, direct mail has taken its seat as one of two top conversion channels for the client.
The Problem
The company relied on broadcast advertising but had never tested direct mail, fearing it was missing a growth opportunity.
The Solution
FM Direct’s FactorTest matrix analyzed offers, creatives, and lists to determine the profitability and scalability of direct mail.
The Outcome
Direct mail now generates 40% of annual sales, acquiring 2M+ new members and $500M+ in revenue.
INSURANCE SERVICES
Our Impact
Success Stories
Discover how FM Direct helps financial companies outpace the competition and achieve measurable, winning results.
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.