Archives

Franklin Client Portal: A Customer Says “Thank You!”

Published December 7, 2021

When we redesigned our Client Portal, we had the goal of creating a cohesive, secure, user-friendly, and data-driven experience. A few years have passed and, in our humble opinion, those goals still ring true. In addition to in-depth tracking analytics, secure file uploads, and proofing, […]

Tagged direct mail, direct mail response rates, direct mail statistics, direct mail strategy, direct mail success, mail delivery

Lagniappe #5: Happy Holidays / Tips for Next Year’s Marketing Campaigns

Published December 2, 2021

In this special holiday edition of Lagniappe, Matthew Holliday sends Hol(L)iday wishes on behalf of the Franklin team, and shares several tips to keep in mind as you plan for the upcoming year’s marketing campaigns. Covering everything from Address Resolution Service to oversized postcards to […]

Tagged accurate data, Address Change Service, Address Resolution Service, ARS, data driven marketing strategies, direct mail, direct mail design, direct mail strategy, direct mailers, direct marketing, high-quality data, Informed Delivery, marketing, marketing communications, National Change of Address, NCOA, personalized marketing, standardize data, USPS Informed Delivery, variable data

Shoppers: How Brands Treat People Matters

Published November 18, 2021

How brands treat people during national crises like a global pandemic impacts shoppers’ purchase decisions. This means that even subtle elements in your direct mail, email, and newsletter messaging matter—a lot.

This is the finding of Global Web Index (GWI), one of the premier players in […]

Tagged brand awareness, content marketing, data driven marketing strategies, direct mail, direct mail design, direct mail strategy, direct marketing, email marketing, marketing, marketing communications, multichannel customer experience, multichannel marketing, multitouch marketing, personalization, personalize, personalized marketing

In 2021, Businesses Are Marketing Smarter, Not Harder

Published November 4, 2021

With the U.S. economy starting to re-open following the height of the coronavirus pandemic, what does this mean for marketing? Are companies continuing to hunker down? Or are they getting back to business? This is important to know both as a benchmark and for competitive […]

Tagged customer engagement, customer loyalty, customer relationships, digital marketing, direct mail, direct mail design, direct mail strategy, direct mail success, direct mailers, direct marketing, email marketing, marketing, marketing communications, multichannel marketing, personalized marketing

Customer Retention Ideas That Don’t Involve Price

Published October 19, 2021

Since the start of the coronavirus pandemic, businesses have faced challenges due to the growing instability in brand relationships. Especially during the early days of the pandemic, buyers often switched brands due to changes in availability, logistics, and their own economic situations. This quickly challenged […]

Tagged content marketing, cross-channel marketing, customer engagement, Customer Experience, customer loyalty, customer relationships, data driven marketing strategies, digital marketing, direct mail, direct mail design, direct mail strategy, direct mail trends, direct mailers, direct marketing, Lifetime Customer Value, marketing, marketing communications, multichannel customer experience, multichannel marketing

Do Self-Mailers Have Benefits Over Direct Mail Envelopes? You Bet!

Published September 23, 2021

For many businesses, direct mail letters are their “go-to.” They are inexpensive to produce, can include BREs and other inserts, and depending on the design, can seem more personal than self-mailers. Still, the popularity of self-mailers is growing. They, too, are inexpensive and have many […]

Tagged direct mail, direct mail budget, direct mail design, direct mail spending, direct mail strategy, direct mail success, direct mailers, direct marketing, envelope design, mail delivery, mail design, mail piece, marketing, marketing communications

Lagniappe #3: Returned Mail – Yellow Stickers, Be Gone!

Published August 26, 2021

In this episode of Lagniappe, Matthew Holliday explores the tangled web that is returned and undeliverable mail…you know, those pesky yellow stickers no one likes to see! He uncovers some interesting facts about how undeliverable mail is handled, and provides a game-changing solution that can […]

Tagged ACS, direct mail, direct mail budget, direct mail spending, direct mail strategy, direct mail success, direct mailers, FranklinForward ACS, returned mail, returned mail rates, undeliverable mail, usps

9×6 Postcards Will Qualify for Presorted First-Class Postcard Rates!

Published August 12, 2021

Beginning August 29th, the maximum size for postcards to qualify for the “preferred” Presorted First-Class Postcard rate in increasing. The previous maximum size was 6” x 4.25” – which limited the amount of value-added content that could be included. As a recognition of their desire […]

Tagged content marketing, cross-channel marketing, direct mail, direct mail budget, direct mail design, direct mail strategy, direct marketing, First class mail, first class mail rate, marketing, marketing communications, multichannel marketing, postage rates, usps

Lagniappe #2: Meet the Team: Account Executive, Donna Melancon

Published July 22, 2021

In our second episode of Lagniappe, Matthew Holliday interviews Senior Account Executive, Donna Melancon. Donna, a 23-year member of the Franklin Family, chats with Matt about her hobbies outside of the office, what it’s like working at Franklin, her favorite products and services, and what […]

Tagged direct mail, direct mail design, direct mail strategy, direct mail trends, direct mailers, Franklin, marketing, textured varnish, varnish

Want Better Direct Mail Copy? Tighten It Up!

Published July 1, 2021

What’s one of the keys to creating great direct mail copy? Keeping it tight!

Over the years, the amount of copy used in direct mail campaigns has dropped. In fact, according to Who’s Mailing What! (WMW!), a national database of direct mail, the amount of […]

Tagged digital marketing, direct mail, direct mail design, direct mail response rates, direct mail statistics, direct mail strategy, direct mail success, direct mail trends, direct mailers, direct marketing, Mail, mail design, mail piece, mailing content, marketing, marketing communications, multichannel marketing, personalized marketing