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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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…
When Mail Goes Right: Direct Marketing Design for Strong Performance
The influence of direct marketing design on the overall customer experience and campaign performance is gaining prominence, and our latest research reveals that 35% of marketers consider the flexibility of direct mail’s creative and format as one of its significant…
Understanding Incrementality in Marketing: Q&A with Franklin Madison Direct’s Senior Marketing Strategist, Ryan Wilder
Measuring incrementality in marketing campaigns provides a critical view into the direct impact and true value of your channels and strategies on audience behavior. In today’s Q&A, Franklin Madison Direct’s Senior Marketing Strategist, Ryan Wilder, answers top marketer questions about…
Your Guide to a Sustainable, Evergreen Mail Program
Sustainable direct mail has become a buzzword as brands find ways to make their campaigns more environmentally friendly. Yet, sustainability means more than just using eco-friendly materials and minimizing waste. It also involves creating long-lasting, evergreen mail programs that can…
Catalogs vs. Direct Mail: Tips to Maximize Your Mail Performance
Today’s marketing showdown pins two popular forms of print marketing against one another: catalogs vs. direct mail. Some brands swear by catalog advertising, while others prioritize a stand-alone direct mail piece. In this article, we will compare these two types…
Influencer Marketing and Direct Mail: Q&A with Franklin Madison Direct’s Creative Director, Tari Johnson
Often dismissed as a fad in the past, influencer marketing is now gaining widespread recognition for its effectiveness. In fact, it’s on track to reach a $24 billion valuation by the end of this year. Brands are taking note of…
Direct Mail Performance and KPIs: Six Things You Should Know
When asked about the top advantages of direct mail, 31% of marketers reported that it’s easy to track attribution and performance. Yet, despite this perceived advantage, many marketers still grapple with questions and confusion surrounding direct mail performance tracking. This…
How to Plan Your Direct Mail Budget
“Money, money, money—must be funny, in the marketer’s world.” Like a captivating ABBA song, direct mail is beloved for its high response rates, impressive return on investment, and most importantly, its budget flexibility. However, one question lingers for those who…