Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing May 2010  Newsletter:

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Talon Makes Saving Money On Mailings Automatic.

By: Michael Borkan

Talon introduces automatic reporting that estimates additional money our clients can save on upcoming mailing campaigns.

Mailers have heard it many times before:  Perform various file clean up procedures and save money on mailings.  Who could blame the client if after a while it goes in one ear and out the other?

To make matters worse, sometimes in a rush to get a mailing project out the door, the client or mailing service provider will overlook possible ways to save on mailing costs.

To help our clients reduce mailing costs and to help them boost their profits, Talon has introduced free automatic reporting that will estimate and report in actual projected dollars how they can save money for each of the services we offer.

The best feature of the analysis is that Talon does all the estimating.  By factoring in such elements as:

  • Mailing quantity
  • Postage & printing costs
  • Mailing list and mailing service costs
  • Average percentage of records cleaned by each offered service

Once the analysis is complete Talon will email the client a report showing the various estimated savings for each service we provide. 

The client can pick and choose which of the services they want, if any.  Sometimes the cost savings is a "no-brainer", other times the reporting can show if a particular service may not offer a substantial savings. 

Almost every time, each service will result in savings, not to mention helping to make our client's mailing lists cleaner for future projects.

Services analyzed include:  NCOA, dupe-elimination, deceased suppression, correctional facility suppression, and the DMA's do-not-mail file.

Please contact Michael Borkan at (631) 667-5500 if you would like more information on our new automatic reporting.

There's A Difference Between The Medium & The Ad.

By Jon Bingham.

When it comes to advertising there's one thing that's really important you need to realize right up front. There are two main parts to any advertisement:

  1.   The medium (TV, radio, newspaper, magazines,  websites, email etc.)
  2.   What you actually say in that medium

This is an important distinction because many business owners become jaded toward some forms of advertising because it hasn't worked for them in the past - they almost always blame the medium without any regard for how good or bad their ad was usually how bad it was! I can't tell you how many times I've heard people say something like, "We tried radio and it doesn't work for this kind of business." Or "We sent 15,000 pieces of direct mail and only got back 6 orders...it doesn't work!"

Well, maybe that's true, but just because it didn't work don't assume that it won't work. Maybe you just haven't communicated your message effectively. Or maybe you bought space on the wrong day. Or you had a bad headline that turned people off. Or maybe you didnít have an offer.

There are dozens of things that could be wrong with an ad to cause it not to work. Here's the important thing: don't hastily draw the wrong conclusion. Drawing the wrong conclusion about the ineffectiveness of a medium could keep you from attaining fantastic results in the marketplace all because of fear brought on by an inaccurate conclusion or poor results.

Keep in mind that there are a lot of variables in advertising, any one of which could mess up your results if it's not executed properly. So don't conclude that if it hasn't worked that it can't work or won't work.

It will be helpful for you to understand that while there are two parts to an advertisement - the medium and WHAT you say in the advertisement - it's the DOZENS of different components in the what you say part of your advertisement that could have potentially far more impact than the medium itself. And you could unknowingly get just one part wrong and mess up the entire result.

You see, each advertisement has several specific components - and they have to work with each other if you want to reach optimal results. If any of the components are wrong, you could end up with an expensive mistake and a learning experience.

Here is a case study to look at. The president of a big closet organizing company told me one time he had tried a direct mail campaign to find new business, but it didn't work. He figured that since he had sent a piece of mail with a coupon to a certain mailing list that he had executed direct mail to its fullest potential and despite his expert and calculated efforts, there was just no way direct mail could work for his particular product.

When I looked a little closer, it was evident that his entire mail campaign was poorly executed. The mailer turned out to be a Val-Pak type mailing - and his ad was printed on the back of a book store's ad and was stuffed in a big envelope with dozens of other ads.

The direct mail piece was mailed to tens of thousands of homes...but many of them weren't even prospects for his closet organizers because the average incomes were way too low. His piece made no compelling case for the product; it basically had his company name, a picture of an organized closet, a coupon for 10% off, and his phone number.

Here's how a customer perceive's the ad: "Here we are. Buy a closet organizer from us for no justifiable, rational reason." The coupon might as well have been for $5,000 off since nobody could mentally quantify exactly how much "10% off" was. You see, he had the right generic pieces but he had the wrong specific pieces - a bad headline, the wrong mailing list, the wrong offer the results Ė the direct mail piece failed.

Remember there are two major parts to every advertisement: the medium it's placed in and what the advertisement actually says - don't pre-judge a medium and say it won't work before you know how to make it work even if it's failed miserably in the past. Think about any advertising experiences you've had in the past that weren't so wonderful and consider this strategy every time you sit down to pen an advertisement.

E-mail Spam May Be Increasing The Effectiveness Of Direct Mail Marketing.

By Mark Haslan.

The effectiveness of email marketing may be waning.

Since the advent of email in the early 90s, email marketing has become a popular way for many marketers to spread the word of their product to consumers. The benefit of email marketing is obvious, especially for small businesses Ė they no longer have to spend money on marketing materials and postage.

The effectiveness of email marketing may be waning, though, warns marketing expert Sarah OíLeary. In a recent article for the Huffington Post, OíLeary argues that consumers who tune out spam mail may be more receptive to direct mail.

Before the internet, admail was one of the most popular forms of direct marketing, says OíLeary. Marketers would target entire zip codes, overwhelming consumers with messages for every type of product. This lead to consumers tuning much of it out, often trashing mail rather than opening it.

According to OíLeary, email marketing is currently going through the same phase. The overabundance of unsolicited email is leading consumers to ignore it in the same way. With an increasing number of email providers offering their users spam filters, OíLeary says that getting to the customer with an email message will only become harder in the future.

This shift in marketing strategies may be causing consumers to open up to traditional direct mail, claims OíLeary. Because many marketers have shifted their marketing budgets from traditional mail to email, consumers are receiving a lot less postal mail. OíLeary suggests that marketers may be able to cut through the clutter by using conventional direct mail marketing tactics.

"If you want your message to be read over a quiet cup of Joe in the peace and quiet of potential purchaserís home, donít light up the keyboard and hit "send." Instead, look to the past for a new way to break through the clutter," advises OíLeary. "Tell the youngsters in the office that youíre kickiní it old school with USPS."

Next time a small business owner wants to send a message to a potential customer, they may want to consider envelopes instead of emails.

Another advantage that traditional mail has over digital mail is that it can appeal to a readerís sense of touch. A recent article from the marketing news site What They Think suggests that a marketer can do that by using high-quality materials for a brochure or thick paper for business cards.

Win Yankee Tickets!  

Enjoy a great day at Yankee Stadium!

We are giving away two tickets to see the New York Yankees. 

All you have to do to win is be the first telephone caller (please donít hit reply and send an email). Voice Mail messages count so it's fine to leave a voice mail.   Call Michael Borkan at 631-667-5500 x 11.  These tickets are great seats and close to the field! 

  • Saturday May 15, 2010. The Yankees vs. The Minnesota Twins. 1:05 PM.

Do you know of anyone else who would be interested in receiving our newsletter?  Please let us know by email:  mb@talon-mailing.com

To learn more about our company, please visit our web site: www.talon.com or contact Michael Borkan at (631) 667-5500 x 11.

If you do not wish to receive the Talon Mailing & Marketing Newsletter please click here: 



In this Issue:

Talon Makes Saving Money On Mailings Automatic.

There's A Difference Between The Medium & The Ad.

E-mail Spam May Be Increasing The Effectiveness of Direct Mail Marketing.

Yankee Ticket Giveaway!

New Clients

Mike Borkan's Links - Websites you probably haven't seen.

View Samples of our work.

Newsletter Archives

New Clients:

Talon welcomes the following new clients this month to our growing roster of customers:
  • Estate Management Group

  • Boneta

  • Seven new lists from Statlistics

Mike's Favorite Links:

Some interesting links...

foxbusiness.com - A very comprehensive site where you will find business news, stories and tips on personal finance, and plenty of stock market data.

shovio.com - The first live broadcasting network where the show hosts spontaneously communicate live with their audience, while the interaction is seen by everyone watching the show.

gethuman.com - Great site!  Provides shortcuts and ways to get someone on the telephone and avoid those annoying automated phone menus that we all hate. Their goal is to convince enterprises that providing high quality customer service and having satisfied customers costs much less than providing low quality automated responses.

moviemistakes.com - A website created that's dedicated to listing the many silly mistakes found in movies and television shows.

mytradingcards.com - Create you own custom Topps baseball and sports cards.  Upload your pictures and create and edit the cards online.  They will print the cards just like a real card and send them to you.

Work Samples:

Did you know Talon offers the following services? 

Click on the links below to see samples.

Newsletters Archives:

Click here if you wish to see old newsletters. 

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