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The Challenge

Looking to challenge its existing mail performance, a leading home services brand asked SeQuel to participate in a head-to-head direct mail test against their current agency. The winning agency would either keep, or takeover, the brand’s significant direct mail program.

How We Helped

Both agencies mailed the same volume. While the competitive agency utilized the existing control creative and data list, SeQuel designed three unique creative packages and five custom look-a-like models to challenge the controls. After two consecutive test periods, SeQuel’s FaQtor Test methodology and data-driven approach to direct mail outperformed the control strategy – twice. Generating 54% more sales than the competition, SeQuel proved itself as a trustworthy direct marketing partner to win the business and position the brand for continued growth.

Generic Growth Chart
0 % more sales
Generated 54% more sales than competing agency
Variety Offers Graphic
0 /3 top creatives
All 3 creative tests beat control by more than 15%
Analytics Data Paper
0 /5 top models
4/5 custom lookalike models outperformed control data
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Testimonial:

"This win is a testament to SeQuel’s talented strategy, data and creative teams. It also differentiates our sophisticated modeling techniques and testing methodology from the competition — validating SeQuel’s commitment to data-driven direct mail strategies."
- Erik Koenig, President & Chief Strategist