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.
FEATURED ARTICLE
SeQuel Response Rebrands as Franklin Madison Direct
SeQuel Response, a leader in direct mail and targeted customer acquisition strategies for over 16 years, is excited to announce its rebrand to Franklin Madison Direct.
Your Go-To Resource
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.
AllBlogDigital MarketingDirect Mail BlogFranklin Madison Direct NewsIndustry ArticlesIntegrated Direct ResponseUncategorized
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…
As Seen on Forbes: Customer Acquisition In Financial Services Is Broken; Offline Data Can Fix It
Rising costs, privacy shifts, and declining signal quality are challenging the promise of digital-first acquisition in financial services. In his latest Forbes Agency Council article, Franklin Madison Direct’s GVP, Erik Koenig, explores why offline data is becoming a critical advantage in driving…
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…
Merge/Purge: Six Steps to Save Money on Wasted Postage
If you work in direct mail, perhaps you’ve heard people mention “merge/purge” with the same casual confidence as weather and weekend plans. Although it sounds simple, it’s one of the most important behind-the-scenes steps in creating a clean, effective mailing. What…
As Seen on Forbes: Direct Mail’s Defining Year
While many marketers struggle with rising ad prices and unpredictable online performance, a growing number are turning to a channel that delivers something rare: reliable, measurable impact. In his latest Forbes Agency Council article, Franklin Madison Direct’s President, Erik Koenig, discusses why…
As seen on Mailing Systems Technology: Operational Shifts and Strategic Wins for Mailing Professionals in 2025
Direct mail has upgraded. Mailing professionals in 2025 now use live data, engineered personalization, and seamless digital handoffs to turn print into measurable demand. In our latest Mailing Systems Technology feature, Franklin Madison Direct’s Director of Production, Paula Phipps, pulls back the…