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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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…
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…
Does Direct Mail Still Work? 40 Direct Mail Statistics to Convince You it Does
“Direct mail is old-school, not used anymore, doesn’t work, too expensive…” we have heard it all. But here’s a little secret: all those beliefs are just myths. Here are 40 of our favorite direct mail statistics that will convince you…
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…
Direct Mail Research: 2025 Direct Mail Marketing Benchmark Report
MINNEAPOLIS, Minn., July 2025 – Direct mail is proving its staying power, according to new industry research commissioned by Franklin Madison Direct and conducted by Circlebox. The 2025 Direct Mail Marketing Benchmark Report shows 67% of marketers saw improved direct…
Are Your 2025 Direct Mail Campaigns Aligned with Consumer Expectations?
Reflecting on the first half of the year, it’s clear that 2025 direct mail campaigns are creating new momentum. As brands adjust to shifting consumer behaviors and rising expectations, direct mail continues to prove its value as a reliable, high-performing…