Welcome to the Talon Mailing & Marketing August 2012 Newsletter.
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Office To Run a Postage Sale During the Holiday Season
The USPS is offering mailers a 2% discount on
standard and first class letters, flats (catalogs) and cards displaying
mobile QR codes sent out between Nov. 7 and 21.
Mailers are pleased the U.S. Postal Service is going to
expand its promotional discount program for pieces using QR codes to the
holiday season. But most aren’t overwhelmed at the prospect of an extra
discount for using priority mail.
The USPS is offering mailers a 2% discount on standard and first class
letters, flats (catalogs) and cards displaying mobile QR codes sent out
between Nov. 7 and 21. It also plans an extra 1% discount if 0.5% of their
mail is sent via priority mail between Nov 9 and Dec. 31.
The postal service has run postage rate sales since 2009, partly to
promote use of the mail during the traditionally slower summer months.
The USPS began allowing mailers to include two-dimensional barcodes in
their mailings in its summer postage sale last year. For the November
promotion, the USPS is requiring that the QR codes direct users to a
website optimized for mobile devices.
“We plan to use the discount but not the priority mail option,”
says Larry Davis, vice president of marketing at jewelry cataloger
Ross-Simons, noting that the cost of shipping via priority mail is too
high to make that discount worthwhile. The Cranston, RI-based company
mails out 2.5 million catalogs in the fall, and about 20 million catalogs
Similarly, crafts and scrap booking supplies cataloger Paper Wishes likes
the discount but isn’t too keen on the priority mail aspect of this
promotion either. The firm plans to continue shipping via more
conventional USPS services and United Parcel Service. “We need to ship in
the most efficient and economical way,” says president Paulette Jarvey.
She also expressed dislike for the postal service’s proposed new
mobile-optimized website requirement. “I wish they hadn’t put restrictions
on what they had done before,” she says, noting that in previous
promotions, it was acceptable just to have the QR code prominently
displayed on mailing pieces. “But now it has to be tied to a mobile site,”
Paper Wishes, which has a housefile of nearly 200,000 customers, sends
over 1.2 million catalogs annually, mailing 400,000 drops to prospects and
customers in January, April and September. The Canby, OR company took part
in last summer’s USPS QR code promotion, and plans to have a version of
its site optimized for mobile devices ready by August.
Jarvis was unsure if QR codes helped raise response rates in that
promotion but noted that in the past year, the number of orders the
catalog gets through mobile increased from about 4% to 10%.
Another company looking to participate in the November promotion is
religious goods cataloger St. Benedict Press.
“We expect the promotion will [lead us to] increase the size of our
Christmas mailings,” says vice president Conor Gallagher.
The Charlotte, NC firm has two mailings planned for November, a 50,000
catalog drop primarily to existing book customers and a "magalog" to
100,000 prospects for its new Catholic Courses catalog which offers audio
and video courses.
Build Your Database!
By Kim Morrison
Here are some ideas to help you build
your database and, if you’ve approached it the right way, start to
convert prospects into customers.
How much is your business worth?
To look at it from an accounting point of view, past profitability and
asset values are the starting points. But it is often intangible factors,
such as key business relationships, which provide the most value.
Underlying that is your customer database and hopefully one that is
delivering consistent results for you! Your database should make you
money every time you communicate with it and you need to look at how you
build your list and then use it.
I’ll avoid the obvious cliché that size matters! Anyone can have a big
list and still have no customers. There are loads of commercially
available lists that you can buy though personally I would warn against
A small list of buyers interested in your business is hugely preferable
to a massive list of unqualified cold prospects. This goes back to your
marketing and social media strategy and knowing and understanding who
your ideal prospective customer is …. your customer avatar. So start with
a small list of the right people and build it up as you go along.
Here are four great ways to sign people up to your website and to build
your database list:
Sidebar Subscription Boxes (one on every
page) offering great value – free information that helps them or discount
2. Squeeze pages:
tantalize people with great value offers “just behind the door”
3. Pop Up Windows:
done at the right time with a good and a thought through headline/reason
to act (use Google Analytics to find out how long and where people are on
4. Contact Us: make it
interesting, personal and different
The Social Media fraternity are very fond of running free (and
informative) webinars on different topics of their expertise. They build
their database with the free useful session and then usually, but not
always, pitch their linked product offer at the end. As they have just
demonstrated their expertise on the webinar you feel confident that they
‘know their stuff’ and so are likely to purchase if you want to know
These ideas will all help you to build your database and, if you’ve
approached it the right way, start to convert prospects into customers
and keep them as loyal customers.
Just remember – the money is in the list and knowing that every time you
send out a campaign you will make money is a very powerful feeling!
Mail Can Be 'More Cost-Effective' Than Email
cost per piece is clearly higher for
direct mail when compared to opt-in email, the yield from
printed content is often far greater.
Companies looking to rein in their spending
and find the most valuable marketing strategies due to the challenging
economic conditions could do worse than looking towards direct mail.
Writing in the Huffington Post, president of Ernan Roman
Direct Marketing, Ernan Roman suggested that many businesses are
forgetting about the power of the channel as a vital element in the
A recent Epsilon Study found that direct mail is the top choice for people
and this has been attributed in the past to the fact that clients find it
Mr. Roman said extensive testing has determined that cost per piece is
clearly higher for direct mail when compared to opt-in email marketing but
the yield from printed content is often far greater.
"Forward-thinking marketers should evaluate the potential value of direct
mail as a component of their multichannel mix. It may not be effective for
all businesses, but it just might be right for yours," he continued.
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 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!
Monday August 13th, 2012.
Yankees vs. Rangers 7:05
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If you do not wish to receive the Talon Mailing & Marketing Newsletter
Post Office To Run a Postage Sale During the Holiday Season
Build Your Database!
Direct Marketing Can Be 'More Cost-Effective' Than Email
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
Mike's Favorite Links:
Some interesting links...
yammer.com - This is an amazing site.
It's an enterprise social network, providing a secure way for employees to
communicate, collaborate, and share information with other employees
within their company.
cool-stuff - An
unbelievable collection of cool stuff for sale from around the internet.
Take a look, I promise you'll want to order quite a few items.
digg.com - The best news, videos and
pictures on the web as voted on by the Digg community.
dummies.com - provides clear, focused
how-to text and videos to make even the most complex topics easy to learn
4ormat.com - an online portfolio platform
that provides complete freedom for professionally showcasing your work to
clients, employers, patrons, and the world at large.
Ever feel like you need a translator when talking to a
guy? Now you've got one.
theswizzle.com - This site
lets you easily and securely unsubscribe from emails you no longer wish to
receive. Their Gallery then helps you browse emails from thousands of
brands without the commitment of a subscription.
Did you know Talon offers the following services?
Click on the links below to see samples.
Direct Mail Humor!
Do you need help with marketing to your clients? Talon can
help! Call Michael Borkan at 631-667-5500 x 11 to learn how to
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