Welcome to the Talon Mailing & Marketing September 2012 Newsletter.
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Spars With Advertiser Over Click Fraud Allegation
By Jeremy Kirk, IDG-News-Service
Limited Run, a New York company, concluded
that the clicks were coming from "bots," or automated programs engineered
to fraudulently click on ads, driving up the amount of money it had to pay
Facebook for advertisements.
Facebook said recently that it has defenses in place to
detect click fraud despite one company's claim it detected suspicious
clicks on its advertisements billed to it by the social-networking site.
Limited Run, a company based in Manorville, New York, wrote this month
that it was deleting its Facebook page within a couple of weeks after it
determined 80 percent of the clicks may be fraudulent.
The accusation is problematic for Facebook, which is already coping with
high expectations from Wall Street following its IPO over the potential
revenue the site could generate from online advertising.
Limited Run, which provides a platform for selling digital music and
physical items, wrote that it noticed only about 20 percent of the clicks
it was paying for lead people to its website. The company said it tried
several analytics services and still could not verify more than 15 to 20
percent of the clicks.
It then built its own customized analytics software and said it came up
with the same result. For the 80 percent of questionable clicks, Limited
attributed to the click.
Limited Run said that is suspicious since in its experience, only about 1
difficult for an analytics service to verify the click," the company
It concluded that the clicks were coming from "bots," or automated
programs engineered to fraudulently click on ads, driving up the amount of
money it had to pay Facebook for the advertisements. The company didn't
blame Facebook for intentionally trying to drive up advertising revenue
and said it didn't know the source of the bots.
"We tried contacting Facebook about this," Limited Run wrote.
"Unfortunately, they wouldn't reply. Do we know who the bots belong too?
No. Are we accusing Facebook of using bots to drive up advertising
revenue? No. Is it strange? Yes."
Facebook said in an email it was investigating the claims and noted that
it has defenses in place for such kind of fraud. A fake click, it said,
would come from a fake account, which would be disabled immediately upon
The company said it has "systems in place that attempt to detect and
filter certain click activity, including repetitive clicks from a single
user, clicks that appear to be from an automated program or bot, or clicks
that are otherwise abusive."
Facebook said. "According to our recent data, nearly all billable clicks
Limited Run officials could not be immediately reached for comment. In a
separate dispute, Limited Run said Facebook was not allowing the company
to change its name on its page unless it paid money. Facebook attributed
the issue to a miscommunication and said it was working to resolve it.
Direct Mail Marketing: Eye-Catching
By Erica Bell
Here are 7 quick tips on creating an
eye-catching direct mail marketing message.
Creating a direct mail flier that doesnít immediately end
up in the garbage is a bit of a challenge. B2B mailings, government
campaign letters and grocery store ads are just a few of the regular
direct mail messages that can end up in your mailbox.
With a constant stream of direct mail messages landing in private and
business mailboxes, it can be hard to stand out so here are 7 quick tips
on creating an eye-catching direct mail marketing message.
7 Eye-Catching Direct Mail Ideas
1. Look great on paper. Your direct
mail marketing efforts are a reflection of your brand. Make sure your
logo and any constant design themes are present. If youíre Apple, having
the Apple logo and simplistic design is direct branding. Stick with your
brand and make your company look great on paper.
2. Choose the right medium. What will
be most effective for your business, such as a brochure or a simple one
sheet flyer, is dependent on your industry. However, make sure your
message is on professional-grade paper and is of high-quality. Die cuts,
the right font choice, and a glossy or matte finish can help you stand
3. Have a CTA. If you lack an
effective call to action (CTA) or if itís non-existent, itís time for an
improvement. Encourage everyone who comes across your direct mail message
to try a product, visit your site, clip the coupon, enter the contest,
etc. to keep them moving down the conversion funnel.
4. Write effective copy. Appeal to
your audienceís emotions. Similar to cold calling, you want to appeal to
your potential customerís personality before you pitch. Your copy should
do the same thing. Your productís features and benefits should be written
for your target audience. And donít forget to check for grammar errors.
5. Be creative, yet concise. This
applies to both your design and your content. Being creative with word
choice is quite alright, as long as the message still comes through
clearly. You donít want to confuse your audience because your right brain
took over and ignored the left sideís input, and vice versa. Balance
design and copy for a successful final product.
6. Choose the right printer. If you
lack experience in direct mail marketing or donít have the best printers
for your brochures and fliers, you need to outsource. An experienced
printer service can provide insight into design and strategy. The printer
may also be able to provide education on what is effective and what
7. Follow up and integrate. Follow up
your first direct mail marketing effort with a second. You can also
follow up by using similarly designed and worded email marketing
campaigns. Integrate your direct mail designs and copy into your blog,
website, and social media accounts.
When you use direct mail marketing, you donít know who is actually
looking at your messages or who is throwing them straight into the trash.
Stand out from the crowd with a well thought out design and strategy.
Consider who your target audience is and create a direct mail campaign
that appeals to them. Leave an impression with an effective message and
design that grabs readersí attention and encourages them to take the next
to Make Direct Mail Work For Your Business
By Chap Brooks, BusinessNewsDaily
the average household bombarded by more than 150 email ads a day, direct
mail is a way for businesses to stand out from the crowd.
Despite a surge in online marketing, direct
mail remains one of the largest advertising methods for U.S. businesses.
Research from the Magna Advertising Group found that spending on direct
mail reached $21 billion last year, up nearly 3 percentage points from
Tom Foti, manager of Direct Mail and Periodicals for the U.S. Postal
Service, said with the average household bombarded by more than 150 email
ads a day, direct mail is a way for businesses to stand out from the
"Direct mail creates a one-on-one connection that's hard for other media
channels to match," Foti said, adding the average household receives just
two pieces of direct mail each day. "It lets you incorporate coupons,
reply cards, mobile barcodes ó such as QR codes óURLs and other response
Direct mail gives businesses the opportunity to target advertising dollars
on those most likely to respond, Foti said, adding that they can be used
for a range of purposes, including promoting a product or learning more
about the customer.
"Direct mail is a workhorse for generating leads, traffic and sales," he
Foti offers several tips for businesses looking to succeed with direct
Feature an offer prominently on the front of the ad to boost readership
and response. Choose the format, list and offer for the highest return on
investment, rather than the lowest cost. Then track responses to measure
the mailing's effectiveness.
Include mobile barcodes, certificates and
product visuals to engage the recipient. Use the mailing to ask customers
what they want or need. However, be careful to avoid overwhelming the
reader with too much copy or graphics.
View direct mail as an ongoing customer
relationship management tool that picks up where other media leave off.
Understand that customers will feel misled and will likely ignore messages
in the future, if the piece is marked "urgent" when it's not.
Use mailings to achieve business goals such as
acquisition, relationship building and stakeholder communications.
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 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!
Friday September 14th, 2012.
Yankees vs. Rays 7:05
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Facebook Spars With Advertiser Over Click Fraud Allegation
Direct Mail Marketing: Eye-Catching Messages
How to Make Direct Mail Work For Your Business' 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:
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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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