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Talon Mailing & Marketing
561 Acorn Street |
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Welcome to the Talon Mailing & Marketing December 2008 Newsletter: To view this newsletter using your internet browser click here: Marketing Budgets Showing Resilience.
By Kate Maddox While many companies are cutting marketing budgets in response to the economic downturn, a surprising number are increasing them during these challenging times, according to several recent surveys.
The Association of National Advertisers, which held its annual conference
in Orlando, Fla., last month, conducted a quick poll of more than 1,200
advertisers and agency executives in attendance. The survey included
b-to-b and b-to-c marketers. NCOA Reminder and a Work-Around Solution. As a reminder, the US Post Office's new move update requirement took effect November 23, 2008. The new rules effect First Class and Standard Mail. The new minimum frequency of change-of-address processing has changed from 180 days to 95 days prior to the date of your mailing. Why the change? The new Move Update standard will result in better address quality by removing incorrectly addressed mail pieces, which will help to reduce undelivered-as-addressed (UAA) mail and reduce your overall mailing costs. Please make sure you and your customers are aware that the new move Update requirement is now in effect and that addresses must be updated no earlier than 95 days before the mail date to receive automation and presort discounted rates. There are two exceptions to this requirement: An occupant mailing without names or the use of a name and the words "OR CURRENT RESIDENT" will be in compliance with the new requirements. Talon can help you NCOA your mailing lists, please call today for additional information. Have You Thought About Polybagging Your Next Mailing Project? Polybags are a wonderful tool that can help you show off your products and hold multiple inserts. Looking for a way to increase response rates? Why not show off your products or services the moment your recipient receives your mailing? Unlike an envelope, a polybag allows the recipients to see the enclosed materials. When people recognize a product or service they are more likely to open it and read it. Also polybags are lighter and stronger than envelopes and could reduce postage costs. Talon can polybag your next project. Let us provide a quote today! Pictured above: Front and back of a recent polybag mailing. Notice the label contains a return address, mailing permit, barcode and mailing address. The label is affixed to the outside polybag, not to the catalog. Eight Ideas For Finding New Donors In Today’s Economy. By By Don Austin, The Non Profit Times An organization that decides to postpone its acquisition program will certainly save money in the short run. But in the long run, revenue will be lost that can never be regained. Most nonprofits are seeing lower response rates in
direct mail acquisition efforts and many are wondering whether they would
be better off cutting back on donor acquisition. An organization that
decides to postpone its acquisition program will certainly save money in
the short run. But in the long run, revenue will be lost that can never be
regained. 1) First and foremost, try to keep acquisition at a level that will maintain the current number of active donors. This should ensure that your direct mail revenue remains stable because house file performance has not suffered the recent declines that acquisition performance has. 2) Mail your acquisition appeals during the months when response rates are historically highest. For the first half of the calendar year, for example, the months from February through May are generally better for acquisition campaigns than June and July. 3) If you must cut your acquisition budget, do so by dropping the poorest performing lists from your campaigns. Rank your list performance by cost to raise a dollar or net income per piece mailed and determine how much savings you can achieve by cutting the bottom third of the lists. 4) Mail as many multi-buyers as possible and mail them as many times as possible. If you have prospect names that have come from three different sources you may mail them three times. During the merge/purge process the number of times a name appears can be added to the multi-buyer file. 5) Talk to your list broker about re-using names from better performing lists. This can save money in list rental with little or no impact on performance. Also, make sure your list broker has negotiated the best possible net name arrangements for you. If you are retaining only 30% of the names from a list you should not be in a 70% net name arrangement. 6) If you have not been mailing long-lapsed donors, add them to your acquisition campaigns. In addition, warm prospects (donors from special events or other campaigns) may perform well in direct mail acquisition. 7) If you are fortunate to have corporate partnerships ask these partners if they have consumer names that could be made available to you. 8) Try to decrease the cost of your acquisition packages. Test the effect of excluding expensive inserts or four-color art.
Don Austin is vice president of client strategy at May Development Services in Greenwich, Conn.
We
are giving away two tickets to see the New York Islanders. These
seats are center ice and offer the best view in the house!
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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:
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In this Issue: Marketing Budgets Showing Resilience. NCOA Reminder and a Work-Around Solution. Have You Thought About Polybagging Your Next Project? Eight Ideas For Finding New Donors In Today's Economy. Mike Borkan's Links - Websites you probably haven't seen. New Clients: Talon welcomes the following new clients this month to our growing roster of customers:
Some interesting links... Charitybuzz.com - Bid on once in a lifetime celebrity experiences and memorabilia. All money goes to wonderful charities. 911digitalarchive.org - This site collects, preserves, & presents the history of September 11, 2001 and its aftermath. The Archive contains more than 150,000 digital items. In September 2003, the Library of Congress accepted the Archive into its collections, an event that both ensured the Archive's long-term preservation and marked the library's first major digital acquisition. charitynavigator.org - Make your donations count. This independent group evaluates charities financial health & percentage of giving. mentalfloss.com - A very addicting website where knowledge junkies get their fix. 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: If you do not wish to receive the Talon Mailing & Marketing Newsletter please click here:
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