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.
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Why Leading Brands Still Bet on the Direct Mail Letter Format
For over a century, direct mail letters have anchored some of the most successful communication strategies. They’ve announced new products, confirmed trust between institutions and clients, and carried some of the most important messages ever sent. The format has evolved,…
No Address, No Problem! How Retargeting with Direct Mail Helps You Reach Anonymous Audiences
You’re tracking hundreds of anonymous website visitors monthly, yet your digital retargeting campaigns are falling short. Or maybe you’re looking to boost your lead nurturing program and improve that CRM sales funnel, but you only have half-completed customer profiles or…
Direct Mail Best Practices for Insurance Brands
Insurance marketers are seeing something big: direct mail is outperforming every other channel, from email to paid search to connected TV. New research commissioned by Franklin Madison Direct, based on insights from 90 marketers in the financial, insurance, and investment…
Direct Mail Webinar Recap: The Mailbox Strikes Back
“Direct mail is dead.” You’ve likely heard that phrase before, but our recent direct mail webinar hosted by Chief Marketer proved this couldn’t be further from the truth. “The Mailbox Strikes Back” session showed how direct mail is not only…
4 Financial Services Marketing Challenges & How Direct Mail Can Help
Direct marketing within the financial industry comes with a unique set of challenges. From navigating strict regulations to building trust in a highly competitive marketing landscape, many financial services firms struggle to find effective ways to reach and engage their…
Customer Acquisition in Financial Services: Insights and Case Studies
Direct mail usage in the financial services industry is not just surviving, but thriving. According to the 2025 Direct Mail Guide: Financial & Insurance Marketers Edition, 72% of financial services marketers report that direct mail performance has improved over the…
Why You Should Send Black Friday Direct Mail
As Black Friday 2025 draws near, marketers are working hard to prepare for the vigor of the holiday shopping season. Many direct-to-consumer, e-commerce and retail marketers will go “bigger” (i.e., mail more) in November with a Black Friday direct mail…
How to Optimize Your Direct Mail Frequency
As a marketer, you’ve likely heard that you should send a piece of direct mail to the same audience three times, with 21 days in between each drop for the highest response rates. Contrary to this popular rule of thumb,…
Direct Mail Volume & Trends Report: Q2 2025
Following a strong first quarter, direct marketers mailed 6.2 billion pieces in Q2 2025 – bringing 2025’s total direct mail volume to 13.5 billion pieces. While direct mail volume is trailing 2024’s second quarter by 15.7%, this gap is primarily…
Can AI Replace Direct Mail Strategy? Not Yet
When we imagined the future, we pictured robot butlers, flying cars, and vacations on Mars. We didn’t expect artificial intelligence to write headlines, build prospect models, and automate customer journeys. Despite these advances, there is one area where AI continues…