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.
FEATURED SUCCESS STORY
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.
Success Stories
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AllBudget OptimizationConsumer/RetailData ModelingDigital MarketingDirect Mail TestingFinancial ServicesHome ServicesInsurance ServicesIntegrated MarketingInvestments & WealthOtherSubscription Services
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
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 LTVSpecialty insurer achieves performance boost with FM Direct’s paid and organic digital marketing
A leading specialty insurer was looking to grow its direct-to-consumer business via the most fruitful digital marketing channels in the industry — paid and organic search. The insurer had been working with a vertically specialized agency that had struggled to make any headway in non-branded paid search.
Read MoreSpecialty insurer achieves performance boost with FM Direct’s paid and organic digital marketing
International fraternal benefits organization drives enrollment boost
After engaging in direct marketing for about a year, an international fraternal benefits organization had seen a 70% decline in enrollment rate and wanted to reach 100,000 new enrollments by year-end. Franklin Madison Direct built a matrix that tested two unique offers and three different creative concepts and also developed an email/postcard follow-up strategy.
Read MoreInternational fraternal benefits organization drives enrollment boostIdentity theft protection service utilizes direct marketing as potent sales driver
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.
Read MoreIdentity theft protection service utilizes direct marketing as potent sales driver
Unexpected creative format boosts direct mail performance
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.
Read MoreUnexpected creative format boosts direct mail performanceChannel launch brings significant growth for insurer
A budding auto insurance provider had yet to utilize one of the industry’s strongest acquisition tools: direct mail. Franklin Madison Direct launched the insurer into the direct mail channel by testing three models and one creative
Read MoreChannel launch brings significant growth for insurerDisciplined creative strategy solidifies direct mail scalability
This travel insurer’s direct mail packages required fresh and engaging creative to keep direct mail positioned as the organization’s primary lead generation channel. Franklin Madison Direct developed and implemented a disciplined approach to creative testing in which new concepts are tested and backtested on a consistent schedule.
Read MoreDisciplined creative strategy solidifies direct mail scalabilityDirect mail campaign heightens brand awareness and lead generation
Looking for scale in a highly competitive market, this national insurer was in search of a new channel to gain brand recognition and drive sales leads. Although active in other direct marketing and brand awareness strategies, the insurer had yet to invest in a direct mail campaign.
Read MoreDirect mail campaign heightens brand awareness and lead generationAgile digital blitz reaches and converts onboarded lookalike audience
An identity protection client came to Franklin Madison Direct seeking a last-minute, end-of-the-quarter sales push. FM Direct’s digital team crafted a highly targeted and effective digital strategy that leveraged high-performing digital assets and proven offline lookalike models.
Read MoreAgile digital blitz reaches and converts onboarded lookalike audienceSmart data strategy optimizes CPA and hits sales target
After previous mail strategies missed the mark on CPA and performance, a Medicare insurance provider turned to Franklin Madison Direct for a fresh approach. A detailed data review revealed audience age inaccuracies, jeopardizing the relevancy of the mailer to prospects and impacting program success.
Read MoreSmart data strategy optimizes CPA and hits sales target
Surround amplifies success for top-tier brands
Nearly three dozen Franklin Madison Direct clients sought to improve the effectiveness of their mail campaigns without significantly raising budgets, aiming for higher response rates and conversions. Surround™ was presented to each brand as a tactic to deliver relevant and timely digital interactions to their mail recipients during the mail drop phase.
Read MoreSurround amplifies success for top-tier brands