Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing September 2012 Newsletter.

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Facebook 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 Run found that JavaScript was not turned on in those web browsers attributed to the click.

Limited Run said that is suspicious since in its experience, only about 1 to 2 percent of its site visitors usually have JavaScript turned off.

"If the person clicking the ad doesn't have JavaScript, it's very difficult for an analytics service to verify the click," the company wrote.

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 discovery.

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."

"Our systems also look at whether JavaScript is enabled in the browser," Facebook said. "According to our recent data, nearly all billable clicks resulting from desktop web browsers have JavaScript enabled."

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 Messages

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 out.

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 isnít.

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 step.

How to Make Direct Mail Work For Your Business

By Chap Brooks, BusinessNewsDaily

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 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 2010.

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 crowd.

"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 mechanisms."

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 said.

Foti offers several tips for businesses looking to succeed with direct mail:

  • 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 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:

    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

    Ticket Giveaway!

    New Clients

    Mike Borkan's Links - Web sites you probably haven't seen

    View Samples of Our Work

    Newsletter Archives

    Direct Mail Humor!

    New Clients:

    Talon welcomes the following new clients this month to our growing roster of customers:
    • Help Hospital Veterans

    • Destination Maternity

    • 7 New Lists from Statlistics

    Mike's Favorite Links:

    Some interesting links...

    bartleby.com - Much of the greatest literature in the history of humankind will be found in full text form (and free of charge) at this amazing site. In addition, many useful reference tools are here.

    refdesk.com - You could spend tens and tens of hours browsing the huge catalogue of useful websites at Refdesk.com. You'll find newspapers, photo databases, reference tools, trivia, quotes, self-help advice, search engines, and much, much more at this virtual goldmine of the Web.

    do.com - Share tasks, projects and files with anyone you work with.

    crowdtube.tv - This site finds all the viral videos that people are sharing across the internet, then figures out the best order to present them to you in an endless TV-like experience.

    dropmark.com - Allows you to drop files right from your computer, or the web, to create organized collectionsóbringing together information like never before.

    go2convert.com - It's an online file converter, change image and audio files into your needed format. No need to get software, it's all online at this site.

    hackcollege.com - A student-powered lifehacking site. Work smarter, not harder.

    Work Samples:

    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 increase revenue.

    Newsletter Archives:

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