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 ARTICLE
SeQuel Response Rebrands as Franklin Madison Direct
SeQuel Response, a leader in direct mail and targeted customer acquisition strategies for over 16 years, is excited to announce its rebrand to Franklin Madison Direct.
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Direct response is always evolving. Are you keeping up? From data-driven insights to creative best practices, we bring you the latest trends and tactics shaping the industry. Whether you're optimizing direct mail or fine-tuning multichannel digital campaigns, our blog has the expert advice you need to make every dollar count. Filter by category or tag below to refine your search based on your campaign objectives or interests.
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Examples of Brands Scaling Up Through Direct Mail
Scaling up through direct mail isn’t about blanketing your prospects with endless offers—it’s about precision. The brands that achieve real scale are those that adapt quickly, allocate resources wisely, leverage data-driven insights, and continuously optimize to enhance performance as they…
Designing Direct Mail for Generation Z: Q&A with Franklin Madison Direct’s Creative Director, Tari Johnson
Known for their diversity, Generation Z values brands that promote authentic and inclusive messaging. The oldest members, born between 1996 and 2012, are transitioning into adulthood and entering the workforce, adopting more mature purchasing behaviors in the process. Meanwhile, the…
Santa’s Mailroom: Behind the Scenes of a Massive Direct Mail Operation
Have you ever wondered what happens to letters addressed to Santa? Each holiday season, thousands of wish lists flood Santa’s mailroom. Not only are the stakes high for the hopeful children trying to reach Santa, but the postal service, paper…
Overcoming Problems in Direct Mail Testing
When asked about new ideas and strategies for future campaigns, at least 79% of marketers indicated they are likely to test at least one (if not all) of these elements: list, offer, creative, and digital integration. Yet, testing direct mail campaigns has challenges…
Ineffective Direct Mail Programs: Look for These Red Flags
Establishing a sustainable mail program hinges on marketers’ ability to recognize when their current strategy is no longer working. Ineffective direct mail programs can deplete resources and produce diminishing returns. In this article, we will discuss signs that indicate you…
How to Measure Direct Mail Success in Financial Services
Direct mail marketing is a vital tool for financial services companies seeking to engage new prospects and retain existing clients in a competitive market. The challenge, however, lies in measuring the success of direct mail programs. To ensure that your…
Does Direct Mail Live up to the Hype?
Does direct mail live up to the hype of its digital counterparts? In this article, we will break down the efficacy of direct mail, its benefits, and how it compares to other channels in terms of performance. Prefer to listen?…
Email Marketing vs. Direct Mail
One might assume that direct mail campaigns have taken a backseat to the more “modern” form of mail: email marketing. Yet, brands are continuing to use both channels to reach their top prospects and drive sustainable growth. In this comparison…
Leveraging Direct Mail Data to Target Digital Audiences
With recent shifts in Google advertising technology, such as implementing anti-tracking measures and cookie restrictions on Chrome and Android devices, digital marketers have grappled with ‘signal loss’ and marketing headaches. Yet, new strategies are emerging, like using second-party purchase data to create offline lookalike models.…
The Value of Direct Mail: Is It Really Too Expensive?
Direct mail is an expensive channel from a cost-per-piece standpoint, especially when compared to digital advertising strategies. Data, paper, ink, and postage are legitimate tangible expenses. However, from a cost-per-acquisition (CPA) and return-on-investment (ROI) perspective, direct mail can be an…
Statistical Significance in Marketing: Q&A with Franklin Madison Direct’s Senior Marketing Strategist, Preston Carroll
Measuring statistical significance in marketing is essential for making data-driven decisions. It allows marketers to assess the effectiveness of marketing campaigns, understand the impact of various strategies, and identify patterns or relationships in performance data. We sat down with Franklin…
When Mail Goes Wrong: Navigating Direct Marketing Challenges
Like any direct marketing channel, navigating the data, cost and frequency for optimal performance can feel like a challenging puzzle. With the right approach you can address these direct marketing challenges head-on, before they become costly mistakes. Drawing from extensive…