Welcome to the Talon Mailing & Marketing January 2021 Newsletter.
To view this newsletter using your Internet browser click here:
Mail Drives Record Levels of Consumer Engagement
By Fiona Briggs, Retailer News
People spending more time at home during the
lockdown has resulted in a huge upswing in the amount of engagement
customers are giving to physical mail, according to new Royal Mail
Consumers engaged with 96% of all mail during lockdown. In
fact, 88% of people said they paid as much or more attention to mail
during lockdown. And they interacted with each item of mail an average
of 4.5 times.
There was also a 70 percent year on year increase in the number of
people going online as a result of something they read in a mailing. The
growing appeal impacted all age groups, with growing levels of
engagement among the young. Just under one in four (24%) of those that
did engage with mail more in lockdown were in the 18-34-year-old
The move comes as local businesses place growing importance on keeping
in touch with customers during lockdown. With a large percentage of the
population currently spending a lot of time at home, and with this trend
set to continue, the impact of mail is predicted to be greater than
The authority and trustworthiness of mail has also been recognized by
Government Ė sending key communications via letter during the pandemic.
Royal Mail was entrusted with delivering the letter from the Prime
Minister to every household in the UK at the start of the coronavirus
Amanda Griffiths, head of communications planning Royal Mail
MarketReach, said: ďIt has never been a more important time for brands
to strengthen their relationships and build connections with their
customers. The pandemic has meant that home has become and will remain
an important and safe place for people creating the ideal environment
for them to engage with direct mail more deeply than ever. Now is the
perfect time for brands to deepen their customer relationships and drive
revenue through mail.Ē
Democratization of Data-Driven Marketing and Selling Tools
By Jon Eggleton, Business2community.com
Below are four ways companies can utilize data to make their
marketing dollars work a little harder.
Weíve all heard the
buzzwords around big data. Part of our vocabulary now for years, itís
become ubiquitous with showy executive presentations, major investments
in software and hardware, and even job titles that can make someone
managing database marketing for a mid-sized bank sound like a NASA
scientist. All kidding aside, big data is real, and isnít just for the
largest companies with massive budgets and teams of propellerheads
steeped in the latest data infrastructure trends. Like many
technology-driven innovations itís become democratized for the masses,
with many ways to utilize it to drive customer and revenue growth. Here
are four ways companies can utilize data to make their marketing dollars
work a little harder.
1. Target Your Prospects To Keep Your
Brand In Front of Them
Even if you donít have a formal Customer Relationship Management (CRM)
solution in place, if youíre a B2B marketer you probably have at least
some sort of prospecting list of contacts or organizations you wish to
do business with. With as little as a couple hundred company names (or a
bit more, if you want to target specific individuals) you can leverage
social platforms like LinkedIn and Facebook to reach executives and
decision-makers within those organizations you most covet. While it may
not convert leads as a stand-alone tactic, it can be a highly-efficient
way to stay in front of prospects you may be trying to reach through
direct selling efforts.
2. Utilize Customer Lists to Acquire New
Customers That Look Like Them
If you have customers, then you have a customer list. Utilizing it can
be the tip of the iceberg to creating smarter marketing campaigns based
on who is buying your goods or services already, particularly for B2C
marketers. Similar to #1 above, social platforms like Facebook and
LinkedIn allow you to do lookalike audience targeting to find new
prospects who share traits with your best existing customers. This can
include demographic information, interests, and geographic locations.
While source audiences of 1,000 or more are most optimal for targeting,
lookalike audiences can be modeled after as few as 100 people from the
same country. Expect to pay a premium per click to reach your lookalike
audience, but know that you are also eliminating wasted circulation by
reaching only those who may be likely to have interest in your offering.
3. Use Marketing Automation to Better
Target Your Message to Existing Customers
Software-as-a-Service (SaaS) marketing automation and CRM platforms like
HubSpot, Salesforce, and numerous others have raised the bar for
segmentation, allowing marketers of all shapes and sizes to tailor
messaging to individual customer groups. This can have all sorts of
benefits, from email marketing to what the digital experience with your
brand will look like for various groups. You can be a behavioral health
provider nurturing an existing patient through various life stages, a
financial services institution ushering a user through the refinance
process, or an e-commerce retailer making detailed recommendations based
on prior purchases. Regardless of your industry, marketing automation
and personalization can be accomplished without big budgets or teams of
technical marketers to execute.
4. Leverage Available Data To Make Key
Not all uses of data have to be directly tied to marketing campaigns or
efforts. There is no shortage of ways in which data can inform important
business decisions, or aid in the acquisition of new clients. Data can
be invaluable for making important decisions such as where to put new
brick-and-mortar locations, or whether to move into new service and
product offerings. In those instances, data can tell you where
demographics may be favorable to your business, or where under-served
gaps may exist that could be profitable areas of growth. Data can also
be a powerful sales differentiator, allowing a service provider to come
to a prospect with demonstrable insights around that prospectís business
and available market, without having worked together before. Such uses
of data can still set you apart today, but may become table stakes in
Jon Eggleton is the co-founder and managing
partner of Traktion Partners, LLC. Headquartered in Atlanta, Georgia,
Traktion helps both B2B and B2C companies in healthcare, financial
services, e-commerce and other verticals utilize digital marketing tools
to generate new leads, recruit hard-to-find professionals, and reach
highly targeted audiences.
Ways to Improve Your Direct Mail
Follow the steps below and watch your sales and profits grow.
Balancing your budget, visibility, and marketing can be
And when it comes to the digital world, youíre competing to be heard
with many other marketing campaigns. If you are doing a lot of
advertising using digital technology, you are facing a lot of
competition and challenges to get noticed.
We want you know - direct mail is making a comeback. Why? Because direct
mail is one place where you can rise above the crowds and take advantage
of reduced competition. Below are five strategies to help you conquer
the most common direct marketing challenges.
1. Measure ROI:
As owner of a direct marketing service company, I see companies all the
time that do direct mail campaigns and give little thought to measure
ROI. I try to encourage testing and measuring ROI, and most of our
successful clients do this all the time!
One of the biggest obstacles marketers struggle with is how to measure
ROI (Return on Investment) of their marketing. If you track ROI, you
will see the effectiveness of each and every particular marketing
Not only will you see the effectiveness of each promotion, but you can
test differences in lists, offers, pricing, copy, and other factors and
learn which changes improve or worsen results. As you test different
things, you will learn what works better and combining the best lists,
copy, and what to charge, will lead to large gains in profitability.
A simple way to track ROI is to take the entire expense of a mailing and
compare it against the net profit from the sales that result. If you
need help with this, please feel free to contact us at Talon. We are
here to help.
2. Do you have strong customer profiles?
Do you know and understand who your marketing audience is? Examining
your biggest and best buyers is a great place to start.
Once you identify your target market, make sure your advertising copy
fits with your target segment needs and desires. Next, make sure you are
using the best channels for marketing to that audience.
While many companies focus on email campaigns, other methods still
produce. As stated earlier, direct mail even though it may cost more,
could produce better results.
Combining a better understanding of your customer profiles with tracking
ROI, and testing, will almost always produce better results.
3. Are you really connecting with your
Direct marketing experts (backed by numerous studies) have suggested
that itís best to connect to prospects six-or more times to convert them
to customers. Once they become a customer, the percentage of
orders-to-attempts go up. Remember that the more you connect with
prospects and customers, the more likely they are to keep you in mind
when they need your product or service.
4. Keeping Your Database Current.
It does not take long for business prospects and customer contacts to
move to a new address, retire, go out of business, or move to a new
company. Consumers move all the time, and unfortunately they eventually
Be mindful that your customer and prospect lists ďdegradeĒ over time and
in fact, some of your data becomes stale or obsolete on a monthly basis.
Check, fix, and clean your customer database regularly to ensure that
the list is as accurate as possible. Talon provides numerous services to
help (including updating your list when people and businesses move).
With ROI in mind, donít mail to lists until you have cleaned and updated
5. Are you making it easy for prospects
and clients to respond?
The trademark of a successful direct mail campaign is a clear and strong
call to action. Whatís the call to action on your direct marketing
piece? What steps would you like your prospects and clients to take
after reading that call to action? Have you clearly laid them out and
have you made it easy for them to do this?
On your mail pieces, have you clearly provided your website address, and
a phone number? And when they land on your website, can they easily
navigate it and do an order? Can they reach out easily on their smart
phone? Is the website or landing page mobile friendly? Do they need to
fill out a form online or do they need to make a phone call to a live
ROI will increase if you make it easy for your prospects and customers
to take action when reading your mail piece. And itís important to try
to track their actions so you can update your database with additional
profile information based on their behavior. Talon can help you with
this as well.
Direct mail is still one of the most powerful ways to build your sales.
Follow these five steps and you will see positive results!
Do you know of anyone else who would be interested in receiving our
newsletter? Please let us know by email:
To learn more about our company, please visit our Web site:
www.talon-mailing.com or contact Michael Borkan at (631) 667-5500 x
If you do not wish to receive the Talon Mailing & Marketing Newsletter
Direct Mail Drives Record Levels of Consumer Engagement
The Democratization of Data-Driven Marketing and Selling Tools
Five Ways to Improve Your 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...
Livestream.com - A website that allows customers to broadcast live
video content using a camera and a computer through the Internet, and
viewers to play the content via the web, iOS, Android, Roku, and the
Loversmagazine.com - Lovers Magazine is an online magazine for
creative professionals. We put the spotlight on designers from a range
Streamable.com - Join thousands of businesses and creators who trust
Streamable to upload and share their videos.
- Friday is a new tool for a new way of working. Win the day, spend less
time in meetings, and do your best work.
Photoroom.com - Remove background automatically and create
Hellosaurus.com - Ad-free interactive videos by award-winning
creators. Built for kids, loved by parents.
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.
Click here if you wish to see past newsletters.
Click on These Links to Learn More About Talon:
If you do not wish to receive the Talon Mailing &
Marketing Newsletter please