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.
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.