Welcome to the Talon Mailing & Marketing June 2013 Newsletter.
To view this newsletter using your Internet browser click here:
Resources to Help Your Direct Marketing Campaigns
By: Kristin Hambelton, Business2community.com
There is no universal checklist for creating a
successful direct marketing campaign; every campaign is different and
requires an approach specific to the brand’s (and customers’) needs.
Because there is so much variation in what it takes to run
a successful campaign, there’s no one way to execute a direct marketing
Thanks to the diversity and variation of direct marketing campaign
strategies, there’s an abundance of knowledge and information from just
about every corner of the industry. While the resources available will not
be a blueprint for your next campaign, they can offer insights, ideas,
recommendations, advice, examples, personal experiences, and much more.
We have compiled a list of 11 resources that we believe will help guide
your next direct marketing campaign:
1) CRMTrends: This site offers a “best
practices” page for direct mail, CRM, digital marketing, and mobile
marketing. Through analysis, blog posts, and case studies, this site
guides a direct marketer through the steps of the offer, response rate,
delivery design, customer contact strategy, site design, links to
2) Quora: Quora keeps
direct marketers in the know with its news feed, trends, and questions
pages. The news feed provides readers with the most recent stories in
direct marketing while the “questions” tab allows visitors to ask
questions about direct marketing to which other visitors can post answers.
The “trends” tab posts the most popular or widely discussed news and
questions on direct marketing.
3) Ads of the World:
This is an archive of creative direct marketing ads from around the world
for all types of brands and products. Direct marketers can use this site
as a resource for creative inspiration and to determine which approaches
work well with which target audience.
4) My Customer: This
site offers news, blogs, white paper downloads, and discussions about
data, customer experience, marketing, social CRM, and technology. For CRMs
and customer management professionals, this site offers topical and
practical content in the realm of direct marketing.
5) SRDS: Marketers,
agencies, and media companies can use SRDS to connect with brands that
align with their objectives; it’s like a job search page for companies
looking to promote their services and connect with a brand that needs a
marketing campaign. SRDS sells a database program that provides users with
opportunities to access brands that fit within the marketer’s rates, data,
6) Direct Marketing Association
(DMA): By becoming a member of the DMA, marketers will receive
free access to networking, training, insight, and business services that
will advance their campaign initiatives. DMA focuses on data-driven
marketers and their ability to successfully reach their target audience;
it also offers a job search engine where marketers can browse direct
7) Target Marketing:
This site offers a bit of everything, including news, blogs, job searches,
webinars, event announcements, research tools, and white papers. In
addition to the website, Target Marketing is also distributed as a
magazine to subscribers. This resource covers the sectors of CRM, B2B,
e-commerce, SEO, social media, email, web design, software branding,
database marketing, and more.
8) Direct Marketing IQ:
Think of this as an Amazon.com exclusive to direct marketers.
Direct Marketing IQ is an online bookstore that sells content from editors
and practitioners in the industry with topics focusing on B2B, content
marketing, copywriting, CRM, direct mail, email, fundraising, market
research, print production, and publishing.
9) Direct Marketing Resources:
This is a job placement site that focuses exclusively on the direct
marketing industry. Candidates and employers can narrow down their search
by choosing from different categories of direct marketing such as account
management, creative services, database development, database marketing,
Internet marketing, and product management.
10) AdWeek: This site
is a source of news and insights about the press, television, technology,
advertising, and branding for marketers, media, and agencies. At AdWeek,
visitors have access to the most popular stories and trends in the entire
advertising industry, direct marketing included.
11) Neolane: The direct
marketing best practices page of the Neolane website offers analyst
reports, news articles, blog posts, case studies, webinars, and white
papers. These resources are aimed at helping direct marketers gain insight
and knowledge about how to create a marketing strategy that effectively
targets the customer.
These 11 sites and publications do not make up a complete list of direct
marketing resources, but will help guide you toward sources of reliable,
relevant, and helpful information when executing campaigns. In order to
stay well-informed about the industry and be able to offer your clients a
successful campaign, we recommend staying up to date with the content
published by these resources.
Things Marketers Need to Know Before Dialing a Cell Phone
By Rob Tate, Chiefmarketer.com
This October, millions of cell phones will stop ringing. That’s because
new Federal Communications Commission (FCC) rules will go into effect
requiring marketers to obtain “prior express written consent” to call or
text consumer cell phones for solicitation purposes.
While that may be a good thing for anyone in a movie theater, it could
spell trouble for a variety of businesses: your cable company telling you
about upcoming sporting events, banks texting customers about lower
mortgage rates, vacation rental groups advertising new availabilities to
members and more. Starting now, these and many other companies should
proactively collect consumer preferences – including consent to call –
and manage those preferences with a secure, efficient system that crosses
divisional and geographical boundaries.
How important is this change? According to the Pew Internet and American
Life project, almost 90% of Americans use a cell phone. Meanwhile, the
Centers for Disease Control and Prevention (CDC) estimate that more than
a third of U.S. households are completely without landlines. According to
the same survey, an additional 15.9% own a landline but never use it.
Taken together, that means that more than half of all U.S. households are
As the shift towards cell phones and away from landlines continues,
proactive preference management will be absolutely essential to any
company hoping to interact with prospects or customers on live calls,
pre-recorded calls or text messages. Here are answers to the top six
questions every marketer should be asking about the new rules and how to
be successful before, during and after implementation:
1. What changed?
The FCC issued a rule that changed the way the Federal government
regulates autodialed calls, pre-recorded messages and text messages to
wireless numbers. In the past, companies could call consumer cell phones
through simple “implied consent,” which means if a customer provides
their mobile number they’ve implied that it is “OK” to contact them on
that phone number.
In other words, the burden of objection was on the consumer. Moving
forward, the burden of proof will lie with the company seeking to
interact with the consumer. They will need to collect “prior express
written consent” from a consumer in order to contact them for
solicitation purposes on their mobile phone.
2. When is this going into effect?
Very soon. The prior express written consent requirement becomes
effective one year after approval of the FCC order from last October.
That means it will go into effect on October 16 of this year.
3. What is express written consent?
It’s an agreement between company and consumer that includes the identity
of the company seeking consent, the telephone number to be used,
affirmative action on the part of the consumer to confirm consent
(signature, e-signature, submit button, click a box), disclosures that an
automated dialer will be used for solicitations and that agreement is not
required in order to make a purchase.
4. How do I obtain it?
Ask nicely in writing, over the phone, via email or through an online
form. Companies will likely employ a combination of these methods during
the transition period as they seek to on-board large numbers of customers
in short time. However, online consent in the context of broader
preference management will be the most efficient and sustainable method.
For example, a financial services firm could obtain consent to call
through a website preference center that also collected data on billing
date preferences, preferred marketing information channels, and so forth.
The interaction would take place in a trusted, opt-in environment and
would reflect the authentic preferences of the consumer. Keep in mind,
many consent collection efforts can result in a consumer “no”, while
asking for “preferences” instead can result in a “yes.” Moreover, the
consent data would be collected in a manner that was verified, recorded
and safely stored.
5. What happens if I call a consumer that hasn’t provided express written
consent after October 16?
Bad things. You’ll be in violation of FCC rules and could be fined or
subjected to Civil Investigative Demand. In addition – and perhaps much
worse – you would be vulnerable to consumer and class action lawsuits
allowed under the Telephone Consumer Protection Act for private rights of
6. When should I take action to convert my customers to express written
Right now! The more time and effort you have to put into your conversion
process, the better. Industry experts anticipate a massive surge in
consent communication in September and early October and believe it could
have negative effects on acceptance rates. Consumers are far more likely
to provide consent for cell phone communication when the request is made
through a trusted channel, inbound calls, a service inquiry, a sales
process or as part of a broader effort to listen to and learn from their
To some, enhanced consumer protection rules for cell phone users are a
bad thing that will hamper marketing efforts and lead to increased
overhead, liability and hassle. To others, it is merely further
confirmation of a broad and positive trend towards permission-based
marketing and opt-in relationships between companies and consumers.
Mountains of research confirm that relationship marketing informed by
consumer preferences is exponentially more effective than the
spray-and-pray model of the interruption marketing past. I know this from
my work and I certainly feel it as a consumer when I’m at home or out
with my family. So make sure you are prepared and embrace the change –
your customers will reward you for it.
Office to Offer Five Percent Postage Discount on Samples
According to a Arbitron 2009 study, sending product samples through the
mail is one of the most engaging and targetable ways to convert customers
The US Postal Service is attempting to give the product
samples market another nudge, with a promotional 5% discount on postage
during a campaign this summer.
Registration has just opened for consumer goods companies and other
marketers to take part in the promotion, which takes place from the
beginning of August to the end of September.
USPS believes sending trial-sized product samples through the mail is a
good way to get consumers to switch brands or try new products – and spur
its own mail volumes.
The Postal Service cites 2009 research suggesting that product samples
reach 70 million consumers in the US each quarter, with two in three
consumers accepting them. The Postal Service also claims 92% of consumers
have purchased a product after trying a sample.
The new promotion is designed to raise awareness of the Postal Service’s
new “Simple Samples” pricing category within the Standard Mail service,
which offers product sample mailers flat-rate shipping, volume discounts
and easier mail preparation.
Customers can use a mailing list to send samples to specific addresses, or
send samples to every house on a route through saturation mailing
“Product sampling has a long, successful track record of building brand
awareness and product demand, especially if the consumer receives the
sample where the product will be used,” said Gary Reblin, vice president,
New Products and Innovation. “Oftentimes, this is the home, and the best
way to get product samples into the home is through the U.S. Mail.”
To qualify for the summer promotion, consumer packaged goods companies and
mail service providers must use a Permit Imprint for postage, all
mailpieces must contain a product sample and be accompanied by mailing
document submitted electronically to USPS.
They will then get an upfront 5% discount on their product sample mail.
“Just like the consumers who try their products, consumer packaged goods
companies will love Simples Samples once they’ve tried it.”
Win Yankee Tickets!
Enjoy a great day at Yankee Stadium!
We are giving away two tickets to see the New York Yankees.
you have to do to win is be the first telephone caller (please don’t hit reply or send an email). Voice
mail messages count so it's fine to leave a message. Call Michael Borkan at
(631) 667-5500 x 11. These tickets are great seats and close to the field!
Tuesday June 25th, 2013. Yankees vs.
Do you know of anyone else who would be interested in receiving our
newsletter? Please let us know by email:
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
11 Resources to Help Your Direct Marketing Campaigns
6 Things Marketers Need to Know Before Dialing a Cell Phone
Post Office to Offer 5 Percent Postage Discount on Samples
Mike Borkan's Links - Web sites you probably
View Samples of Our Work
Direct Mail Humor!
Talon welcomes the following new clients this month to our growing roster
4 New Lists from Statlistics
Mike's Favorite Links:
Some interesting links...
thewirecutter.com - This site
is not another tech blog, it's mostly a list of amazing gadgets and
recommendations of the best technology and products to buy.
webutation.net - Lookup any
Website for Reputation and Safety Information, including your site.
thepricegeek.com - Calculates
the average price of items you see in marketplaces like eBay and Amazon,
so you don't get ripped off.
webydo.com - Create exceptional HTML
websites from scratch, without writing code. No technical knowledge
needed, no limitations.
powtoon.com - Create animated videos
and presentations for free.
teleca.st - Handpicked video, delivered
daily, this site brings you three 5-minute bursts of seriously good,
personally tailored video every day.
foodbeast.com - The premier food
news resource. A one-stop location for food news, culture and
entertainment. Birthed from a small apartment in Orange County, with the
goal of providing a clean display of current food trends, products and
industry information. Written by and for the average eater.
Did you know Talon offers the following services?
Click on the links below to see samples.
Direct Mail Humor!
Click on image below to enlarge.
Do you need help marketing to your clients? Talon can
help! Call Michael Borkan at 631-667-5500 x 11 to learn how to
Click here if you wish to see past newsletters.
Click on These Links to Learn More About Talon:
If you do not wish to receive the Talon Mailing &
Marketing Newsletter please