What is the Franchise selling?
It really depends on what type of business it is.
Without specifics... best I can do is somewhat of a generic answer.
Since your in the Direct Mail forum... I'll say this. For most direct mail campaigns I want to see a good website with either proper SEO or PPC advertising to back it up.
Direct mail can be effective for many types of businesses, but it works best when it's properly backed up by a good website that can be easily found. (that used to be yellow pages, but times have changed.)