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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Direct Mail for Millennials and Gen Z
Millennials are currently the largest living generation. Generation Z is right on their heels. Together, these two groups make up over 42% of the US population and represent a buying power of roughly $740 billion (and climbing!). While it’s true…
Direct Mail Case Studies for E-Commerce Brands
As the digital landscape continues to contribute to the headaches of DTC marketers, direct mail for e-commerce brands is growing in popularity. Shopify’s newest report outlines the Future of Ecommerce, detailing the opportunities and obstacles observed by e-commerce DTC brands…
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…
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.…
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…
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.…
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,…