Welcome to the Talon Mailing & Marketing October 2012 Newsletter.
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The Post Office's "Every
Door Direct Mail" Program May Not Be Beneficial to Marketers
By Ernan Roman, Business2community.com
The service is a “Spray and Pray” mailing
process that saturates entire mailing routes without any targeting.
Earlier this year, the USPS unveiled a new service for direct mailers
known as EDDM (Every Door Direct Mail). In an era of declining mail
volume, the service was intended to increase use of direct mail. Up to
5,000 mail pieces can be distributed to any mail route in America for as
low as $ .14 per piece.
How Will This Impact Consumers?
Direct mail is an essential element of any effective multichannel
marketing mix. And any service that streamlines the process of creating
and distributing mail should theoretically be a good thing. The key word
here is “theoretically”.
However, it appears that EDDM is a “Spray and Pray” mailing process that
saturates entire mailing routes without any targeting and without allowing
consumers the chance to opt-in. In addition to this, all EDDM mail is
emblazoned with the generic title “Postal Customer” in lieu of actual
With so many recent developments in preference-driven marketing, this type
of generic mass mailing appears contrary to today’s consumer demands. As
we’ve written previously, marketers know that relevance means sending the
right message to the right person at the right time. And, today’s
empowered consumers want messages delivered per their individual media
Response, revenue, and customer retention don’t exist in a vacuum. They’re
created by enriching customer experiences across the media mix. That will
not be achieved by bombarding customers and prospects with mass mail.
KEY TAKEAWAYS FOR MARKETERS
1. Keep long-term objectives in mind.
As tempting as cheap mailings might be, “spray and pray” blasts are a
turn-off to consumers. Long-term customer relationships are built through
targeted, personalized, and relevant communications. This applies to new
customer acquisition and retention.
2. Consider the impact of EDDM on your customer
Customer loyalty needs to be nurtured over time. EDDM may “simplify your
mailing process”, but only per the same convoluted logic that eliminating
call centers “helps automate customer service”.
3. Don’t associate your brand with mass mail.
You work hard to develop your brand equity. Your brand should be used with
communications of value. Targeted, personalized, direct mail will enhance
your brand. mass mail will hurt it.
The Human Touch of Direct Mail
By Christopher Jan Benitez
an impersonal way of reaching your audience. You should present yourself
in a manner to help them get better acquainted with your business and
increase your chances of making a sale. Postcards or brochures
Marketing strategies nowadays revolve around the most
convenient tools of reaching out to your audience. Social media and
e-mail marketing serves the purpose of reaching out to their concerns
without spending a lot unlike on print media or TV ads. Shooting an
e-mail to recipients in a mailing list or answering questions about your
business using Facebook or Twitter can be accomplished with a couple
clicks of a button using a computer from your own home.
However, does convenience bring in results?
A Consumer Survey Results conducted by Epsilon reveals that people prefer
receiving direct mail over any type of marketing strategy when it comes
to brand communications. Furthermore, 66% of the participants in the
survey believe that they have been receiving too much e-mails from
There is no question about the advantages brought by online marketing in
communicating with possible clients. But it bears to mention that they
also will never be able to replace traditional marketing, one that
involves the touch and feel experience of print marketing, in particular
There is still allure to old school marketing that still makes it popular
even today. You’d expect a company like Google that lords over the search
engine industry to stick to online techniques in their advertising
efforts. However, Google also sends out direct mail campaigns that
provides recipients with coupons and discounts printed on a thick
cardstock with sleek design and appearance. Such is proof that direct
mail is alive and well.
If that’s the case, then what are the qualities that allow direct mail to
maintain its relevance as a marketing strategy?
Simple – direct mail marketing works because of the human touch.
A “sensible” way of marketing
One of the main reasons why e-mails have become a preferred marketing
channel by businesses are its affordability and convenience. Figuring out
your way using e-mail marketing tools like MailChimp or Aweber can help
you produce attractive newsletters and autoresponders for your direct
mail campaign at little or no extra costs. These also provide insight to
your campaign performance, allowing you to determine what and what
doesn’t work in your campaign.
However, the biggest and perhaps fatal flaw of e-mails is that it can
only satisfy our sense of sight. Although an e-mail campaign should help
you leverage the advantages that big whig companies have over small
businesses like yours (you’ll only need design skills to pull off this
job, and even then you can ask for design services at a nominal price),
an e-mail is only good when your computer or smartphone is turned on.
With direct mail, you can tap into the recipient’s sense of sight, touch,
and even smell! The design of your postcard, the fresh smell of the card
stock in which the design is printed on, and the texture of the stock can
all contribute to the heightened experience that direct mail can provide
to potential clients. With the right copy and design, this can convert
the recipients of your direct mail into leads or future sales.
The power of the personal approach
The costs involved in conducting a direct mail campaign also works to its
advantage. It’s no secret that direct mail is a relatively costly
endeavor. It takes a lot more time, money, and effort to produce and
deliver mail to your target audience. However, the costs should be worth
it considering that you make a tangible approach to your potential
customers, something that is refreshing in today’s distant and digital
More importantly, direct mail allows you to make a concerted effort to
get your message across, which customers greatly consider from a brand.
Due to its format, an e-mail is a very impersonal way of reaching out to
your core audience. You need to present yourself in a warm and fuzzy
manner to help them get better acquainted with your business and increase
your chances of making a sale to them. This comes in the form of
professional postcards or brochures appealing to their attention.
Direct mail marketing is still alive and breathing after all these years.
It comes with much effort on your part, but if done correctly, the
personal and tangible approach of a direct mail campaign will deliver
Is Direct Mail a Green
Marketing Medium After All?
Printing and paper companies are aware of green initiatives, and rather than being
reactive, they long ago put strategies in place to make the EPA smile.
The recent years have brought much debate as
weather fluctuations and climate changes stir concerns of global warming.
Whether or not global warming is in fact a truth, there has been a
recognizable need to conserve our planets resources and reduce energy
expenditure. Many corporations set goals of being paperless striving to
follow green values but those companies are also unaware of the processes
taking place behind the scenes. Printing and paper companies are just
aware as everyone else of green initiatives, and rather than being
reactive, they long ago put strategies in place to make the EPA smile.
Every day in the US there are 4 million trees planted and of those 4
million the paper/wood industries are responsible for 1.7 million
according to the USDA forest service. That number does not include the
millions of trees stimulating from natural regeneration of seedlings. The
FAO of the United Nations has found that the forest cover for US and
Canada has remained virtually unchanged from 1990 to 2005. Simply put the
more paper needed the more trees are planted. Many people may say trees
cannot grow as quickly as we cut them down but the Forest Products
Association of Canada found that less than one half of one percent of
Canada's forest land is harvested annually. It is blatantly apparent that
there is more than enough time for trees to grow back before they are
Paper is truly a sustainable product. The Society of America Foresters
found that in the United States, the total carbon sequestered by forests
and the creation of wood products during the 1990s reached almost 200
megatons per year – around 10 percent of U.S. emissions of carbon dioxide
from the burning of fossil fuels. They also found that for every ton of
wood a forest produces, it removes 1.47 tons of CO2 from the air and
replaces it with 1.07 ton of oxygen. This means that some respects of
paper production actually have a highly positive impact on environment and
are improving the planet.
Companies are also finding ways to optimize their direct mail so that it
leaves as small a carbon footprint as possible. Sprint is now using two
way ecoEnvelopes in which bills can be sent in the same envelope they were
received. At 65 million customers they estimated that this would save just
under a half million dollars in operational costs. Other companies are
packaging deals with other offers like bills that cut material use. Paper
is also one of the most highly recycled materials out there. According to
the American Forest & Paper Association more than 64% of all paper used
was recovered for recycling.
While it does not have the same carbon footprint email does, direct mail
is a much a greener medium than many previously believed due to current
paper development processes and intelligent sending. In some respects
physical mail will always have more of an impact than other marketing
channels but there are no digital agencies planting millions of trees
daily either. Also on the radar is washable envelopes that can be easily
reused. Technology continues to provide new solutions for environmental
welfare and this includes all paper based industries. This unique medium
will continue to stimulate buyers and be green.
Win Jets Tickets!
Enjoy a great day of Football!
We are giving away two tickets to see the New York Jets.
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!
Monday October 8th, 2012.
Jets vs. Texans 8:30
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The Post Office's "Every Door Direct Mail" Program May Not Be Beneficial to Marketers
The Human Touch of Direct Mail Marketing
Is Direct Mail a Green Marketing Medium After All?
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
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Some interesting links...
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