Welcome to the Talon Mailing & Marketing January 2019 Newsletter.
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Customers and Prospects Want From Your Website
By Lexie Lu, Marketo.com
SEO, marketing campaigns, and customer loyalty
programs are just a few of the techniques you’ve likely used to draw
customers in and keep them coming back for more. You’re competing against
a lot of other things vying for your customers’ attention.
It’s hard to pinpoint an exact number of small businesses
because the number is forever changing, but there are over 28 million
small businesses in the United States alone. If you want to grab users’
attention and gain new customers, you have to make sure you offer what
users want and even some things they didn’t realize they wanted.1. Place Navigation Near the Top
Here are nine things your website should offer your visitors:
Consumers expect your site’s navigation to be in familiar places that are
easy to find. Upon landing on your page, about 50% of visitors look for
the navigation bar to figure out where things are on the site. Users want
an easy way to acclimate themselves and move around without spending a ton
of time figuring out where main areas of the site reside.
2. Give Them Amazing Offers
Who doesn’t love a good deal? Imagine that you’re comparing three similar
products from three businesses. All other elements being equal, are you
more likely to buy the one that offers an introductory deal or the one
that doesn’t offer a discount? Figure out how to give your users amazing
offers they can’t resist. Be sure to match your offer with what your users
are looking for.
3. Include Contact Information
Consumers want to know that if they have a problem, it will be easy to
contact your company and find a solution. They are entrusting you with
their hard-earned dollars, so they expect a way to get in touch outside of
a simple email address; although that is a nice thing to offer as well.
Highlighting a phone number in a place easy to locate shows that you want
your customers to stay happy.
4. Stay Consistent
Users want consistency in your branding methods. They don’t want a serious
tone on your website and a funny tone on social media. The overall tone,
design, and personality should stay the same no matter how the consumer
comes in contact with your brand. Users get frustrated with big changes,
too, so think them through carefully before completely changing the look
and feel of your site.
5. Make Info Easy to Locate
Users want a clear look at what you have to offer and why it is the best
option for consumers. Make information easy to locate, including any
warranty type information. Everything should get laid out clearly and
concisely, so the consumer’s questions are answered before they can ask
6. Add Strong Calls to Action (CTA)
Once you’ve presented your information and perfected your design elements,
consumers also want a strong CTA. Clear direction guides them and explains
what action they should take next. A strong CTA is easy to locate because
it contrasts with the rest of the page. You’ll often see CTAs in a bright
pop of red or deep blue, for example, because it stands out against
7. Use a Secure Socket Layer (SSL)
Security matters to many consumers and Google’s constant
changes include a look at how secure your site is and if they should offer
a warning to browsers if you don’t use HTTPS. SSL encrypts information and
keeps it more secure. It is particularly important on eCommerce sites that
collect personal information. If you don’t use SSL for some reason, at
least let site visitors know how you protect the information they share
with you. Adding SSL is fairly simple, though, and well worth the effort
to protect your customers and keep your site trustworthy.
8. Test Your Site on Mobile
More and more people are using mobile devices to access the internet than
ever before. If your site isn’t mobile friendly, you’re missing out on a
lot of traffic. 85% of people think a business’ mobile website experience
should equal or surpass the desktop experience. Responsive design matters.
Take the time to thoroughly test your site on different screen sizes and
9. Speed up Images
If the images on your page load slowly, you’re going to lose site visitors
before they even engage with your site. Almost 40% of people leave a
website if images take too long to load. Broken images cause site visitors
to bounce away. Images slow down page load times, but people also respond
to images, so you have to create a healthy balance between text and
images. Optimize images, so they load as fast as possible and get rid of
images that don’t work.
People are busy. They are running to work, kids’ activities after school,
and trying to shuffle 100 other activities. Anything you can do to make
the experience of visiting your website easier translates to more engaged
and dedicated customers. Look at your site through their eyes and figure
out what works and what needs tweaking.
Mail Really Works
By: Judi Friedman, Business2community.com
Are you trying to think outside the social
media or digital advertising box lately? I have news for you. year after
year, direct mail works better.
It should really be no surprise in today’s hyper-digitized
market that receiving a piece of actual paper mail—a handwritten letter, a
flyer, a postcard—is now as uncommon, meaningful, and as memorable as
getting an e-mail was back in 1992.
And people respond to it. That was the idea, anyway, when campaign teams
in the recent midterm elections decided to use leftover election funds to
fill out thousands and thousands of handwritten postcards. And the tactic
Fifteen years ago or so, when the internet really began to expand its
reach, many dire predictions were made about “old school” marketing. They
said storefronts would vanish, paper product industries would disappear,
and direct “snail mail” marketing would be irrelevant in a sleek, new
But things just didn’t turn out that way. We live now in a kind of hybrid
world now—where “both/and” is always better than “either/or.” Here are a
few things I’ve learned that prove that direct mail still matters and will
(and should!) always be part of your marketing equation.
Old Stuff Doesn’t Just Go Away
Marketing is about what works. And direct mail has been working for a long
time. I realize that fads and new technologies always have the allure, but
be careful not to trash old tactics just because they’re old. We once
thought that storefronts would vanish from the earth completely—we really,
really did—yet in a hard reversal Amazon is now opening physical
locations. Why? Because strong, in-person service and sales still work.
Old and out-of-date fashions—just like high-waist jeans or the
mustache—come back around again. And if people like it, that’s all that
matters. So stop keeping up only with what’s new. Be smarter than that:
keep what works and ditch what doesn’t. As it happens, direct mail works!
Digital-Only Companies Are Doing
More and more online companies are using direct mail marketing. Winc,
Casper, Blink, Harry’s, Upwork are just a few of those included in giant
Valpaks filled with coupons. In addition, many of these once-feisty
startups now send newsletters, brand promotions, personalized letters, and
much more in the mail. The trend of previously digital-only companies
doing things like direct mail has increased hugely over the years.
Mailers Perform Better Than Digital
and Social Media Ads
The Data and Marketing Association reports that print mail campaigns cost
significantly less on average than email or search engine ads. And while
DMA reports a 3.4% response rate to direct mail, other sources put it
higher at 5.1%, with email at 0.6% and social media advertising at 0.4%.
Numbers don’t lie, and new ones come out all the time, so if you’re ever
in doubt just look it up.
People of All Generations Like Them
A lot of research shows that people over fifty have a good-sized
preference for mailers and newsletters. The question of whether
generations actually matter has been asked on this blog before, and Forbes
recently reported the extent to which younger people seem to like mailers
as much as their parents and grandparents. Additionally, a report from
Ritter’s tells us that half of all people of any age group are more
attentive to direct mail than other ads.
Mail Works Well with Digital
Smart social media campaigns can do a lot, and they only get more powerful
when combined with direct mail. There are strategies like IP targeting for
locating the mailing addresses associated with certain IPs, and
introducing consumers online before hitting them with a piece of direct
mail is an excellent way to be aggressive and reiterative. Boost your
chances of catching the right consumers on their customer buyway with
direct mail and you’ll increase your ROI over time far better than with
Tips on Using Direct Mail
By Sammi Caramela, Businessnewsdaily.com
While email and social media marketing are
increasing in popularity, many small businesses haven't abandoned their
direct mail campaigns.
Why should they? Direct Mail works!
"Direct mail creates a one-on-one connection that's hard for other media
channels to match," said Tom Foti, executive director of product
management for the USPS. "It lets you incorporate coupons, reply cards,
mobile barcodes, such as QR codes, URLs and other response mechanisms."
Direct mail gives businesses the opportunity to target advertising dollars
on those consumers most likely to respond, Foti said, adding that they can
be used for a range of purposes, including promoting a product or learning
more about the customer.
"Direct mail is a workhorse for generating leads, traffic and sales," he
said. Here are four tips for businesses looking to succeed with direct
1. Identify your target market.
Direct mail can be, well, direct. You wouldn't send a postcard to just
anyone, would you? The same logic applies to your marketing efforts.
"Don't blindly send direct mail to a geography," said Shawn Breyer, owner
of Breyer Home Buyers. "If you are sending out postcards to promote your
assisted living facility, for example, you don't want to send out mailers
to people in their 30s. You'd want to filter your list more toward your
This will show that you've done your research and are a credible,
professional company, which resonates with consumers.
2. Avoid sending junk mail. You
want to catch consumers' attention right away, but don't try to fool them.
Customers will feel misled and will likely ignore future messages if the
piece is marked "urgent" when it's not, said Foti.
To boost readership and response, Foti recommended choosing the format,
list and offer for the highest return on investment rather than the lowest
cost. Then, you can track your response rates to measure its
"When we send out direct mail, we use handwritten fonts and personalize
the postcards as much as we possibly can," added Breyer. "When your
prospects are getting 11 other postcards that look really spammy and yours
is personalized and handwritten to them, they will definitely be reading
3. Give people what they want.
Foti encouraged small businesses to include mobile barcodes, certificates
and product visuals to appeal to customers. You can also ask customers
what they want or need so you know what else to add in the future.
However, don't overwhelm them with too much copy or graphics. Keep it
simple, yet offer them enough so that your content adds value to their
4. Follow up: Direct mail is not a one-and-done
deal. Even if your efforts did not pay off the first time
around, don't give up on your consumers. Perhaps they misplaced the
envelope or were interested in the last few mailers you sent out – in
fact, that's likely to happen.
"Not everyone is going to buy from you just because you send them a
postcard," said Breyer. "Most people won't be ready to buy your product or
services, or they will just be too busy to check it out. Have a monthly
marketing plan for at least six months and have a great follow-up plan to
maximize your marketing dollars."
Also, follow up after someone makes a purchase. This shows that you
appreciate and care about your consumers and their satisfaction.
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If you do not wish to receive the Talon Mailing & Marketing Newsletter
What Customers and Prospects Want From Your Website
Direct Mail Really Works
Four Tips on Using Direct Mail
Mike Borkan's Apps & Links - Apps & Web sites you probably
View Samples of Our Work
Direct Mail Humor!
Talon welcomes the following new clients this month to our growing roster
Mike's Favorite Apps & Links:
Some interesting things to check out...
Interfaces.pro - A great collection of well-designed website
interfaces. Essential examples for building superb websites.
Designevo.com - A free online logo maker with 7000+ templates that
anyone can use to bring to life a compelling, unique logo in minutes.
Generate more revenue by having better sales conversations. Gong lets your
sales people stop the guesswork and start using the words, phrases, and
themes that work.
Google Trends - See what Google had as the top trending searches in
many various categories 2018.
- This site finds you lower insurance. On average, saving you $720. There
are no fees, no forms, and no spam.
Procreate - A very powerful
and intuitive digital illustration app available for iPad and iphone. It's
packed with features.
Did you know Talon offers the following services?
Click on the links below to see samples.
Direct Mail Humor!
Click on image below to enlarge.
Do you need help marketing to your clients?
Talon can help! Call Michael Borkan at 631-667-5500 x 11 to learn
how to increase revenue.
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