The Challenge
A life insurance company needed a strategic partner capable of testing formats, targeting, and messaging tactics to establish a baseline for direct mail.
How We Helped
SeQuel built three custom lookalike models and activated SeQuel Surround™ across all records, ensuring maximum engagement both offline and online. Leveraging Franklin Madison’s 50+ years of experience in insurance creative strategy, their creative team developed three unique concepts for the direct mail campaign and collaborated with SeQuel’s creative team to refine these concepts further. FaQtor Test™ accelerated the client’s learnings, leading to doubled sales and volume in the next campaign. The results were met with enthusiasm, as the client saw their input reflected in the creative strategies. Ultimately, one concept emerged as the clear winner, prompting further testing and an evolving partnership that continued to drive success.
