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 Volume & Trends Report: Q4 2024
Early industry data from Competiscan shows direct marketers mailed more than 6.5 billion pieces in Q4 2024 – a slight decrease of 6.9% from Q3 2024. This brings 2024’s marketing mail volume to nearly 35 billion pieces, up 19% from 2023.
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Direct response is always evolving. Are you keeping up? From data-driven insights to creative best practices, we bring you the latest trends and tactics shaping the industry. Whether you're optimizing direct mail or fine-tuning multichannel digital campaigns, our blog has the expert advice you need to make every dollar count. Filter by category or tag below to refine your search based on your campaign objectives or interests.
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Letter vs Postcard: What Format is Right for My Brand?
Envelopes and postcards are two of the most effective direct mail formats for delivering a brand’s marketing message. Both offer strong response rates and impressive ROI—but how do you determine which format best aligns with your brand’s voice, industry, and…
Direct Response Agencies in 2025: What to Look For
Deciding between direct response agencies in 2025 could be the turning point for your brand’s success—or your biggest regret. The stakes are high, as your company will rely on this team for growth, and you will depend on them for…
Innovative Tips for Your Direct Mail Creative
Direct mail design plays a crucial role in shaping customer experience, building brand trust, and fostering consumer loyalty. Developing direct mail creative that captures attention and drives action can be challenging, but that’s where Franklin Madison Direct excels. Whether you’re…
Direct Mail Budget Optimization & Ways to Improve Campaign Efficiency
As brands scale in the direct mail channel, there’s a harsh reality: costs can quickly spiral. For many marketers, delivering high-impact campaigns without breaking the bank is easier said than done. Yet lowering costs doesn’t always have to mean sacrificing…
Innovative Direct Mail Strategies for Debt Relief Brands
With the right strategies, financial services and debt settlement brands can convert leads to clients through targeted and well-designed direct mail campaigns. In this article, we’ll discuss how to leverage data analytics and personalization, retargeting, digital integration, and smart testing…
Examples of Brands Scaling Up Through Direct Mail
Scaling up through direct mail isn’t about blanketing your prospects with endless offers—it’s about precision. The brands that achieve real scale are those that adapt quickly, allocate resources wisely, leverage data-driven insights, and continuously optimize to enhance performance as they…
Designing Direct Mail for Generation Z: Q&A with Franklin Madison Direct’s Creative Director, Tari Johnson
Known for their diversity, Generation Z values brands that promote authentic and inclusive messaging. The oldest members, born between 1996 and 2012, are transitioning into adulthood and entering the workforce, adopting more mature purchasing behaviors in the process. Meanwhile, the…
Santa’s Mailroom: Behind the Scenes of a Massive Direct Mail Operation
Have you ever wondered what happens to letters addressed to Santa? Each holiday season, thousands of wish lists flood Santa’s mailroom. Not only are the stakes high for the hopeful children trying to reach Santa, but the postal service, paper…
Customer Acquisition in Financial Services: Insights and Case Studies
Direct mail usage in the financial services industry is not just surviving but thriving like a wolf on Wall Street. According to direct mail research commissioned by Franklin Madison Direct and conducted by ISG Research, 88% of financial services marketers…
Overcoming Problems in Direct Mail Testing
When asked about new ideas and strategies for future campaigns, at least 79% of marketers indicated they are likely to test at least one (if not all) of these elements: list, offer, creative, and digital integration. Yet, testing direct mail campaigns has challenges…
Ineffective Direct Mail Programs: Look for These Red Flags
Establishing a sustainable mail program hinges on marketers’ ability to recognize when their current strategy is no longer working. Ineffective direct mail programs can deplete resources and produce diminishing returns. In this article, we will discuss signs that indicate you…
How to Measure Direct Mail Success in Financial Services
Direct mail marketing is a vital tool for financial services companies seeking to engage new prospects and retain existing clients in a competitive market. The challenge, however, lies in measuring the success of direct mail programs. To ensure that your…