Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500

www.talon.com

Welcome to the Talon Mailing & Marketing November 2009  Newsletter:

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U.S. Post Office Promises No Rate Hike for Dominant Classes in 2010.


In an open letter to mailers today, Postmaster General Potter vowed to keep postal rates intact next year. Here's his letter:

Many of you have expressed concerns regarding mailing costs for 2010. The tough economic climate has presented significant challenges to all of us and pessimistic speculation has suggested that postal prices could increase by as much as 10 percent.

As we begin a new fiscal year and as many of you, our business clients, are preparing your 2010 operating budgets, we want to end all speculation.

The Postal Service will not increase prices for market dominant products in calendar year 2010.

Simply stated, there will not be a price increase for market dominant products including First-Class Mail, Standard Mail, periodicals, and single-piece Parcel Post. There will be no exigent price increase for these products.

This is the right decision at the right time for the right reason. Promoting the value of mail and encouraging its continued use is essential for jobs, the economy, and the future of both the Postal Service and the mailing industry.

While increasing prices might have generated revenue for the Postal Service in the short term, the long term effect could drive additional mail out of the system. We want mailers to continue to invest in mail to grow their business, communicate with valued customers, and maintain a strong presence in the marketplace. Changes in pricing for our competitive products—Priority Mail, Express Mail, Parcel Select, and most international products—are under consideration. We expect to announce a decision in November.

We are committed to working with customers to find ways to grow the mail through innovative incentives like the Summer Sale and contract pricing. Mail is the most effective means of communication and advertising and we will continue to work together to increase the value of the mail. Mail is a smart investment for the future.


Invisible Ads Haunt Marketers.

Is your company being charged for internet ads that no one is seeing?

A growing problem, discussed in depth in a new report by Harvard University business professor Ben Edelman, are sleight-of-hand tactics used by some websites to sell more advertising than they have space for.

These publishers use so-called invisible ads created by computer codes. To marketers it appears that their ads are running on the actual website – but in fact they are on special sites created with deception in mind.

Edelman, who studies internet advertising and advocates for the industry, said that Kraft Foods, Greyhound Lines and Capital One Financial were among the firms victimized.

Safeguarding against such tactics will require more vigilance - and less automation - on the part of marketers. Audit procedures can protect against invisible ads, according to Edelman, while manually verifying ad orders would winnow out fraudulent campaigns designed by hackers, says Publicis, a French ad holding company.

 


Seven Tips For A Successful Direct Mailing. By: Alice Brown

Follow these steps and watch your sales soar.

1. Use a Quality, Targeted Mailing List.  Every successful direct mail campaign begins with a quality, targeted direct mail list.

Why? Because a ‘great’ direct mail list maximizes the number of people who receive your offer, it increases your response rates and ultimately, it helps boost the return on your investment!

Quality, up-to-date records help maximize the number of mail pieces that get delivered to your customers and in turn, help maximize the number of mail pieces that get seen by the people/businesses who are likely to want your products and services. If your direct mail list includes old or incorrect addresses, you will have a higher number of undeliverable and returned mail pieces, and unfortunately a lower return on your investment. That’s the last thing you want!

Targeted data gets your message/promotion in front of the people who are most likely to purchase your product or service.

For example: If you own a yoga studio and are looking to mail a postcard that offers a ‘free’ class to every new student, do you think it would be better to mail the postcard to everyone in your state, or to people who are living within 5 miles of your studio and who are women between the ages of 18-65?

2. Write a Compelling “Call to Action”.  A successful direct mail postcard/flyer/brochure etc must include a compelling ‘call to action’ that drives the reader to ‘act’ and ‘respond’ to your mailing.

A ‘call to action’ can be anything from asking your customer to go online to your website and fill out a form, to picking up the phone and calling you before the end of the month, or to stopping by and visiting your store.

No matter what your ‘call to action’ is, it needs to be obvious and compelling, so there’s no doubt in the reader’s mind about what they need to do to be able to take advantage of the promotion that you’re offering them.

3. Give them an Offer they Can’t Refuse.  Create a compelling offer that will drive your customers to take action and respond to your message. Your promotion can be ‘buy one get one free’, or ‘$20 off your first order’ or simply a discounted price for a limited time.

The key thing to remember when you’re creating an offer, is that the more valuable and enticing your offer is, the more likely it is that your reader will respond.

Offers with ‘expiration dates’ yield quicker results and drive customers to take action, sooner rather than later.

4. Use Bold, Simple Designs & Layouts.  The colors, fonts and images that you use on your mail piece can impact how your customer will respond to your message. After all, first impressions are lasting impressions, and if someone has never heard of your company before, it’s very important for your mail piece to accurately reflect your business, and make you stand out (in a good way!) and leave your reader with a positive, lasting first impression.

Use the ‘less is more’ principle when it comes to the design and layout of your mailing and use simple bold fonts, hard hitting, punchy copy, and clear appropriate images to engage your readers and keep them focused on your offer.

5. Be Honest!  Don’t use gimmicks or ‘small print’ to trap your valued customers and potential new clients.

Be honest with them about who you are as a company and what products you offer. Honesty and transparency are paramount and can be the difference between earning a good reputation and building a steady, loyal group of repeat customers, and creating a bad reputation that’s hard to break.

6. Get your Timing Right.  Watch your competition closely, learn from their mistakes and keep an eye on their marketing and advertising efforts; boost your marketing campaigns when your competitors are lying low and economizing, and take advantage of the opportunities this creates to win over new customers.

Repeat mailings deliver higher response rates than one-time mailings; when you increase the number of times a customer sees your offer, you also increase the chance that your customer will respond to it. Think about running repeat mailings and sending out one campaign once/week for 3 consecutive weeks to get maximum results.

7. Track your Results.  Track your campaigns and the responses you get so that you know how effective each campaign is.

Make sure you ask new customers where they heard about your services – was it online, driving by, or from a postcard mailing? If you run several different marketing campaigns throughout the year, keep track of which campaign delivers the best results and boost the number of mailings on the next campaign and watch your sales soar and your business grow!


  Ticket Giveaway!   

Talon has great seats for you to win.

We are giving away two pairs of tickets to see the New York Jets and The New York Islanders!  To win, be the first or second telephone caller (please don’t hit reply or email). Voice Mail messages count so it's fine to leave a voice mail.   Call Michael Borkan at 631-667-5500 x 11.  Winners will only receive one pair of tickets. The first caller gets their choice of these games.

The jets tickets are 15 rows from the field.  The Islander tickets are center ice and offer the best view in the arena! 

  • Sunday November 15th, The NY Jets vs. The Jaguars. 1:00 PM.
  • Wednesday November 25th, The Islanders vs. The Flyers. 7:00 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.


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In this Issue:

U.S. Post Office Promises No Rate Hike For Dominant Classes In 2010.

Invisible Ads Haunt Marketers.

Seven Tips For A Successful Direct Mailing.

Jets & Islanders Ticket Giveaway!

New Clients

Mike Borkan's Links - Websites you probably haven't seen.

View Samples of our work.

Newsletter Archives


New Clients:



Talon welcomes the following new clients this month to our growing roster of customers:
  • Comp USA

  • Three new lists from Statlistics


Mike's Favorite Links:

Some interesting links...

OneBiz.com - a suite of simple, secure applications for small businesses to manage and grow their business. Track sales and customers, create invoices, and use many other useful tools.

Zapproved.com - Tracks your business proposals.  Decision makers can visit the page, approve or reject the project and leave comments.

goby.com - An amazing new search engine all about finding fun things to do with your free time, from this weekend to a fantastic vacation.

Versiondownload.com - Remember when your computer just worked? This site has old versions of software to make that possible once again.

DogTipper.com - Tips by dog lovers, for dog lovers.


Work Samples:

Did you know Talon offers the following services? 

Click on the links below to see samples.


Newsletters Archives:

Click here if you wish to see old newsletters. 


Click on these Links to Learn More About Talon:

The Tour


Samples


Our Services


List Rentals


Postage Rates


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Oasis


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