Franklin Madison Direct

In an environment where trust and clarity drive consumer decision-making, direct mail has become a high-performing channel for financial institutions. This year’s Benchmark Report reveals that mail is now the second most influential advertising format in financial purchasing decisions, with nearly three-quarters of consumers engaging with the mail they receive. Explore the strategies financial marketers are prioritizing—tighter targeting, compliant personalization, consistent creative testing, and digital integration—to improve conversions and enhance member relationships.

Direct mail continues to outperform digital in the moments that matter most to financial institutions: new account acquisition, reactivation, and cross-sell. According to our 2026 Benchmark Report, 67% of marketers saw improved mail performance this year, with financial services leading the shift toward more personalized, data-driven campaigns. See how top banks and credit unions are using higher-frequency, better-targeted mail to increase response, strengthen customer loyalty, and reduce acquisition costs in 2026 and beyond.

🎉 Big news! We've rebranded. After 16+ years of driving results in direct mail and customer acquisition, SeQuel Response is now Franklin Madison Direct. This rebrand is more than just a name change—it's the final step in our integration with Franklin Madison and a bold move forward in our mission to deliver smarter, performance-driven direct response marketing. 💡 Same team. Same values. Stronger foundation. Bigger results. 👉 Learn more: https://lnkd.in/dYWSYSsG #FranklinMadisonDirect #DirectMarketing #CustomerAcquisition #MarketingStrategy

The best marketing teams don’t leave performance to chance. Get the 2026 Direct Mail Guide for Financial & Insurance Marketers to see how smarter targeting, personalization and integrated campaigns can help you move the chains.

Big goals. Tight timelines. High expectations. We bring the strategy, data, creative, and execution to turn your next campaign into a scoring drive.

Get the latest insights from financial and insurance marketers on how they’re using direct mail to drive acquisition, engagement, and growth—and where they see its biggest opportunities ahead.