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.
Category Direct Mail Blog
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Rising USPS Rates Are Reshaping Direct Mail Economics
The United States Postal Service has once again signaled an increase in postage costs. While these changes appear incremental in isolation, they are just a piece of a longer pattern of gradual price escalation that has redefined direct mail economics at scale. For marketers, these developments reflect a broader operating…
If Your Campaign Worked, Can You Actually Prove Why?
Marketing teams love to celebrate a campaign that hits its targets: new accounts, increased deposits, or higher engagement. But as a director or executive responsible for acquisition strategy, you know the story isn’t complete unless you can pinpoint why it…
Direct Mail Research: 2026 Direct Mail Marketing Benchmark Report
MINNEAPOLIS, Minn., March 2026 – As marketers navigate fluctuating digital costs and crowded online environments, new industry research shows direct mail standing out for its consistency, engagement, and ability to drive measurable action. Commissioned by Franklin Madison Direct and conducted by…
Don’t Leave Your Direct Mail Targeting Up to Luck
March tends to spark plenty of conversation about luck—from four-leaf clovers to timeless superstitions. But leaving your direct mail targeting to chance isn’t festive…it’s expensive. Brands that “roll the dice” on generic lists or broad zip code targeting are wasting…
Direct Mail Volume & Trends Report: Q4 2025
Early industry data shows direct marketers mailed more than 7 billion pieces in Q4 2025. This brings 2025’s total direct mail volume to 40.1 billion pieces. This Quarter’s Direct Mail Volume & Trends The credit card industry once again led…
As Heard on the Banking Transformed Podcast: Why Data-Driven Marketing Fails in Banking
Most banks and credit unions claim to prioritize data-driven marketing, but far fewer can prove it in customer acquisition, engagement, and relationship growth. That gap was the focus of a recent episode of Banking Transformed with Jim Marous, featuring Preston…
Why Direct Mail Works: Behavioral Psychology
Every year, more people resolve to spend less time on screens and more time engaging with the world around them. This shift is no longer aspirational, it is behavioral, and explains why direct mail works in a landscape defined by…
Direct Marketing in 2026: Six Resolutions for Higher ROI
We’d all love it if marketing success were as easy as piling on ads or blasting more emails. However, in today’s reality, consumers are more cautious than ever. With privacy concerns, unpredictable budgets, and endless distractions, every brand is battling…
Pushing Beyond Traditional Direct Mail in 2026
Just like the coffee or tea you enjoy each morning, strategies for direct mail in 2026 are brewing. In a landscape that has proven to be as unpredictable as the latest trendy beverages, the past year has presented direct marketers…
Banking Brands: Direct Mail Isn’t Going Anywhere … But It Is Changing
Direct mail serves as one of the most reliable acquisition and retention engines for banking brands. According to the American Bankers Association, bank marketers recognize that they are increasingly responsible for driving revenue growth across various business lines. However, many direct mail…