Welcome to the Talon Mailing & Marketing February 2021 Newsletter.
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Tips for Direct Mail Planning in 2021
By Summer Gould, Piworld.com
As we start the New Year and put this crazy
year of 2020 behind us, we need to buckle down on direct mail planning.
The strategies we started in 2020 and were then forced to
drastically change because of COVID-19, must be updated to be more
effective in 2021. The power of direct mail has grown over the last year
as digital fatigue has grown. People look forward to direct mail that is
interesting to them. Did you know that direct mail campaigns recently
have the highest response rates ever recorded by the Data and Marketing
Association at 9%?
Let’s get your 2021 response rates even higher! Here are five tips:
– Combine all your marketing channels together for a complete
omnichannel experience to drive higher results. Direct mail is a key
component in any marketing campaign, but is even more effective when
combined with other channels.
2. Retargeting – Use
direct mail to reach out to people who have gone to your website or
landing pages but did not make a purchase with a special offer. You will
be surprised at what a high response rate you can get from this.
3. Creativity – Grab
attention with hyper creative envelopes or mailers. Use texture, colors,
images and folds to your advantage. No other marketing channel can
stimulate touch so have some fun with it. There are all kinds of
textured paper or coating you can add to enhance your mail pieces.
4. Targeting – You must
be very targeted in sending the right messages to the right people. You
will need to segment your data to effectively target people by
interests. In order to do this, you need to be capturing data about your
5. Personalization –
Use everything you know about your customers to create highly
personalized mail. You can use more than just purchase history for your
messaging. You definitely need to use more than just a first name to
call it personalized. Create variable images, copy and colors to drive
If your data file is lean on information beyond name and address, you
can run a profile of your data to append additional information such as
demographics, geographics, psychographics, and behavioristic data. This
can help you better understand who your customers are in order to target
better prospects. This can help you gain new customers and send better
offers to current customers.
Also, make sure you are cleaning your data by updating addresses when
people move, removing deceased people and verifying postal addresses are
deliverable. There is no need to waste money on mail pieces that will
not reach the intended person.
Since 73% of American consumers say that they prefer direct mail because
they can read it whenever and wherever they want, make sure you are
sending them something that is of interest to them. We live in an
interconnected world; your customers expect you to communicate with them
through the various channels they use. The companies that do this
effectively see the best results.
When you use campaigns that include both digital and direct mail, you on
average receive 39% more attention than a digital-only campaign.
Research shows messages delivered via direct mail can be powerfully
motivating with 92% of people driven to digital activity and 87%
influenced to make an online purchase. Are you planning how to be more
effective at this for 2021?
About Summer Gould: Summer Gould is
President of Eye/Comm Inc. Summer has spent her 27 year career helping
clients achieve better marketing results. She has served as a panel
speaker for the Association of Marketing Service Providers conferences.
She is active in several industry organizations and she is a board
member for Printing Industries Association San Diego, as well as a board
member for Mailing Systems Management Association of San Diego. You can
find her at Eye/Comm Inc’s website: eyecomm.org, email:
email@example.com, on LinkedIn, or on Twitter @sumgould.
Tips for Direct Mail Marketing
By Al Lautenslager, Entrepreneur.com
Kick your marketing into high gear with these 99 ways to get
customers to open your mail.
Please note that we are
listing the first 50 tips; next month's newsletter will contain the
remaining 49 tips.
Direct mail is one of
the most important pieces of your marketing plan. Developing and
executing the campaign can many times be a thankless job. Today's
mailing regulations can get complicated--postage rates are changing and
the flood of mail makes it harder to stand out. The right message is
very important and must get to the target prospect in the right way on a
frequent basis. Capturing your reader has to happen fast and your reader
must be motivated to take action.
Here are the first 50 direct mail marketing tips to ensure that you get the right
message to the right target--in the right way.
• Give a free gift to increase response
• Highlight the free-gift offer prominently
• Use short copy to tease the reader to read further or respond
• Minimize the use of buzz words
• Make your offer easy to respond to
• Prove any claims with details to add credibility
• Ask for the order right away
• Use graphics and color to support the message and text
• Offer a free trial to eliminate risk
• Hire a professional copywriter for your content
• Hire a professional graphic designer
• Make your offer easy to understand at a glance
• Promise many benefits
• Give many reasons to buy
• Use all the formatting available with taste
• Have your direct mail reviewed by an objective third party
• Use colored paper to make impact and save on printing costs
• Consult with a direct-mail specialist
• Use a reply card or other reply mechanism
• Put a headline on the envelope
• Survey customers about what they'll respond to
• Include postage-paid return cards or envelopes
• End a page with the middle of a sentence to encourage more reading
• Personalize as much as you can
• Use a Post-It note for greater impact and attention
• Make the offer very prominent in the copy
• Use a no-risk guarantee
• Keep track of target recipients, replies and follow-up
• Tell the whole story
• Keep paragraphs short
• Break up long copy with graphics or white space
• Don't dwell on history or background
• Offer a free-trial period
• State your geographical service area even if its global, national, regional or local
• Keep the sales pitch positive and highlight the benefits
• Include a call to action; tell your readers exactly what you want them to do
• Use a "P.S."--its one of the most frequently read parts of the copy
• Make it easy to purchase: credit cards, terms, etc.
• Offer a discount for a quick response and order
• Make a simple order form for faxing
• Always put a sense of urgency and deadline in your copy
• Put a picture of a phone by your phone number
• Put testimonials at the top of the content and by the call to action
• Use typestyles that are easy to read, not a mix of them
• Have a call to action at the beginning, middle and end of your copy
• Use free information, free samples and a free demonstration as a marketing hook
• Offer a free consultation in addition to the free information hook
• Separate features and benefits (emphasize benefits)
• Use bullet points and small segments of information
• Use subheadings and subtitles
Hopefully you've found one or two--or even dozens--of tips for your next
mailing. They're easy tips for any business to use, and are guaranteed
to increase your customer response rate.
Words to Elevate Your Marketing in 2021
By Steve Pulcinella, Business.com
Implement these words into your marketing
plan to get the most out of your direct response campaigns.
Please note, next month we will have Steve's take on
colors that will also help elevate your marketing.
Do you know who David Copperfield, David Blaine, Penn & Teller, and
Lance Burton are? They are all world-famous magicians – sleight of hand,
illusion, card tricks, etc. They often use magic words, "abracadabra"
being the most famous among them.
Do you realize that, as business owners and marketers, you have your own
Pulling a prospect or repeat client toward your marketing campaign is
easier when you use language that the brain and eyes both instantly
understand. By using these words, you are not tricking people into
seeing one thing and believing another; you are just tempting them to
use your product. When you incorporate these five magic words or phrases
into your copy, your sales might just grow like a beanstalk.
The 5 magic words
Who doesn't love "free" everything? The word "free" in an offer is brain
candy to buyers, whether it's grocery store samples, every fourth tire
or every eighth window they buy. If you can afford the giveaway, and it
is appropriate for what you ultimately want to sell the prospect or
client, go for it.
2. "No obligation"
When you use the phrase "no obligation" in an offer, you are telling
your prospect, "I expect nothing from you in return." Some believe it,
while others might be skeptical. But for those who engage with your call
to action, you must have a strategy for the next steps that does not
involve their commitment, even if you're giving them something free just
for listening to your pitch or attending your presentation. The strength
of your product or service should be enough for them to want to move
3. "Details inside" or "see inside"
Stoke a little curiosity in your product or service. Multi-page
postcards aren't a thing, so this idea works best on landing pages when
you can easily direct your prospect to exactly what you want them to
read or see. If you prefer direct mail marketing, though, you can still
tempt the prospect by crafting the postcard with the right language,
visuals, and promise to cure them of the pain point they didn't know
they had – but are now curious to learn more about.
4. "Limited time"
You can use this phrase to target segments of your audience that have
been slower to respond in the past, or if you're offering a discount on
a product or service, and you can't afford to lose money on whatever it
is for, say, an entire year. Put a deadline on a sale or promotion, make
it concrete, and stand your ground. But monitor the results: Do you need
to extend (or shorten) the deadline the next time you try the promo? If
one more week of the special gets you four more clients, does that work
with your expected ROI for the campaign?
5. "Announcing", "at last" or "just
The implication of these phrases is that your prospect or client is on
the front end of something no one else knew before you just told them.
Exclusivity and the chance to be on the leading edge of an opportunity,
trend, or even knowledge plays well with consumers and can boost your
You can find plenty of tips about direct response campaigns and postcard
marketing across the web, but getting prospects and clients to buy your
product or service doesn't require a tuxedo or wand – and it doesn't in
any way imply using trickery to get sales. Because the words you use
have influence, it only makes sense to use the best, most impactful, and
most magnetic words you can.
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Five Tips for Direct Mail Planning in 2021
99 Tips for Direct Mail Marketing
Magic Words to Elevate Your Marketing in 2021
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
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