Talon Mailing & Marketing, Inc.
561 Acorn Street, Deer Park, NY 11729
Welcome to the Talon Mailing & Marketing December 2002 Newsletter:
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?
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!
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.
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.
Talon would like to welcome the following new clients this month to our growing roster of 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:
Did you know Talon offers the following services? Click on the links below to see samples.
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by email: email@example.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.