Talon Mailing &
Marketing, Inc.
561 Acorn Street, Deer Park, NY
11729
(631) 667-5500
Welcome to the Talon Mailing & Marketing December 2002
Newsletter:
To view this
newsletter using your internet browser click here:
How The N.Y.
Yankees Maximize Response Rates.
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Talk about tradition.
No, not the New York Yankees winning pennants, Talon’s role in helping
the Yankees sell merchandise through direct mail catalogs.
For five consecutive seasons Talon has mailed the Yankees
Gift Catalog. You can gain valuable
insight into how to increase your response rates by examining how the Yankees
maximize theirs.
One way to increase response rates is to find the times of year
that work best for your product. The Yankees produce two catalogs and the mail
dates are carefully planned. The first
catalog is mailed right before opening day and the second catalog drops shortly
before the Christmas and Chanukah holidays.
If you are not sure of the best times to mail your promotion then it’s a
good idea to test. Send small mailings
at different times throughout the year then track and measure response percentages. Perhaps you will find that certain times of
the year increase your response rates.
Another way to make the mailing a perennial winner is to use
lists that offer the best chance of success.
The Yankees use their mailing list of previous catalog buyers and
current season ticket holders. Then
they rent targeted lists such as Sports Illustrated and choose readers from the
New York area. After Talon receives the
lists we merge/purge them (this eliminates duplicate names that appear on more
than one list) and perform an NCOA (National Change of Address). The NCOA is valuable since it updates
mailing lists with new addresses when someone has moved. Last we sort for the lowest possible postage
rate and then inkjet address and mail the catalogs.
Another tip is to let the customer choose which way to
respond. In the Yankee catalog you will
find:
1)
An 800 Order Number is displayed on every page for credit
card orders.
2)
A Reply envelope and order form is attached to the
centerfold of the catalog so the responder can mail an order using a credit
card, check or money order.
3)
A fax number is provided to fax the order form using a
credit card.
Can Internet orders be far behind?
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In addition to jerseys, tee shirts jackets and hats, the 16 page color catalog is filled with all kinds of products including holiday themes.
One last tip: The
Yankees offer to send a gift card with a custom message placed inside the
order. By providing this service
merchandise can be sent as holiday gifts!
Talon Adds
Digital Printing Technology:
The digital printing revolution is here and now we can offer
unprecedented turnaround and low cost with our new digital color duplicator.
While this printer is not a replacement for color presses it
can perform impressive spot color output for such items as newsletters,
postcards, letters and envelopes.
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Pictured left: Talon's new machine producing a one color, double-sided page.
Pictured center: Notice the illustration and how clear our machine can reproduce it.
Pictured right: 11x17 inch two-sided job is folded to create a four-page booklet.
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The printer is Microsoft Windows compatible, meaning that
you can send us items in Microsoft Word, Adobe Acrobat, Quark, and any other
popular windows format and we can produce the pieces with no costly set up or
plate making.
This machine prints on both sides and up to
11x17". It prints standard colors
and we can have custom match colors made for an exact match of letterhead
(although this can take anywhere from a few days to several weeks).
An example of how diverse this machine is was demonstrated
within a week of acquiring the press. A
postcard arrived to our facility for a mailing and a vertical black bar was
needed to separate the mailing address from text. We were able to immediately enhance the postcard by printing the
necessary line. We could just have
easily printed a mailing permit or last minute items such as a sale date,
expiration date, or news flash.
To fully appreciate the quality and versatility please
contact us for a sample kit.
New Clients:
Talon would like to welcome the following new clients this
month to our growing roster of clients:
Mailing
Clients:
·
Glen Painting &
Contracting
New Mailing Lists Housed at Talon
(we house over 500 mailing lists)
Mike’s Favorite Links:
Here are some links you probably are not aware of:
- Christmas - A
site that provides information and links related to this Holiday
- Chanukah - A
site that provides information and links related to this Holiday
- Consumer Reports - A
lot of free content and reviews.
This is the online version of the magazine.
- Car Buying -
This site is packed with specs, prices, shopping tips and a list of best
buys.
- The Fridge.net - Remember William
“The Fridge” Perry? Order $100 of
his stuff and he’ll call you personally.
Work
Samples:
Did you know Talon offers the following services? Click on the links below to see samples.
·
HP High
Quality Inkjet (near laser quality)
·
Data Entry
(from 100 to 100,000 names and addresses)
·
Polybag
and shrinkwrap services
·
Merge/Purge
services with comprehensive reports that can instantly be retrieved from the
internet
Newsletter Archives:
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wish to see old newsletters.
Do you know of anyone else who would be interested in
receiving our newsletter? Please let us
know
by email: mb@talonmm.com
To learn more about our company, please visit our web site: www.talonmm.com or contact Michael Borkan at
(631) 667-5500 x 303.