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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Direct Mail ROI Surpasses Digital Mediums
Direct mail return on investment surpasses top digital mediums, according to findings from the 2023 Association of National Advertisers (ANA) Response Rate Report. Published February 2024, ANA’s report highlights 2023 benchmark performance and cost data across direct marketing channels including direct…
6 Common and Costly Direct Mail Mistakes
Flawlessly executing your first direct mail campaign in-house is possible, but not common. As one of the most powerful direct response strategies, launching into the mail channel involves a significant investment. The last thing you want to do is make…
The Secret to Finding the Best Direct Mail Offer
There are three critical elements in all direct response campaigns: data, creative and offer. In direct mail specifically, the key to building a profitable and optimized program is testing each of these elements against new variables on a regular cadence.…
Merge-purge: Six steps to save money on wasted postage
If you work in direct mail, you have probably heard of the term “merge-purge.” And no, it is not what happens when you get sick to your stomach while accelerating to highway speed. What is merge-purge? Merge-purge (or dedupe) is a six-step process…
No More Junk Mail: How to Improve Your Direct Mail List
The direct marketing formula has evolved from mass marketing to a targeted marketing approach. With physical mail, this is no different. The last thing you want is for your mailer to feel like “junk mail” to your recipient. The key…
Can a Pay-for-Performance Model Really Work in Direct Mail?
As more digitally native brands make their way up funnel and flock to direct mail, many are vying to bring a pay-for-performance pricing model along with them. But as is the case with A/B testing, sometimes a common or even…
Five Ways to Offset the USPS Marketing Mail Postage Rate Increase
Effective July 14, 2024, the United States Postal Service (USPS) has increased shipping prices, including USPS marketing mail postage rates. Considering the rising operational costs, high inflation rates, and the fact that the postal service generally does not receive tax…
Google Tag Manager — Simplified
Google Tag Manager (GTM) is one the most powerful assets in a digital marketer’s toolbox. The agility and convenience of GTM connects marketers to more sophisticated measurement and traffic segmentation with marketing tags, which leads to better audiences and better…
The Future is Growth: How a Pandemic Transformed Marketing for the Better
Maintaining a growth mindset at a time of recession may feel callous or insensitive, but proactively responding to shifting consumer demands is necessary for brand stability. Recent CMO Survey research shows that both marketer optimism and advertising budgets are rising.…
Five Tips to Repurpose Digital Content in Direct Mail Campaigns
Chief Marketing Officers report digital advertising channels accounted for nearly 80% of their 2020 budgets, and 78% plan to spend even more this year. Do not let all that valuable and performing digital content go to waste in an online-only…
Activate First-Party Data in Direct Mail to Improve Customer Experience
Research shows marketers believe first-party data provides the strongest customer insights and leads to better campaign performance. Advertising campaigns driven by first-party data are the future of marketing. This free and precious resource comes directly from your CRM, social, website,…
Your Top 5 Marketing Objectives – Solved!
When we partnered with research firm ISG to survey B2B and B2C marketing strategy leaders to better understand their direct marketing objectives, strategies, and budgeting decisions, the results were clear: marketers are no longer relying on a single channel to fill pipelines,…