Welcome to the Talon Mailing & Marketing March 2016 Newsletter.
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Innovative Ways To Use Direct Mail in 2016
By Leo Davie, tech.co
Direct mail can produce impressive results. Here’s five ways to use direct mail to boost brand awareness and generate impressive response rates in 2016.
Marketing is integral to any company and will likely
underpin most business objectives in 2016 so it stands to reason that it
is one of the primary considerations as we’ve now entered 2016.
Understanding how to use one of the most fundamental forms of marketing,
direct mail, is something that will stand businesses in good stead over
the next 12 months.
We take a look at five innovative and creative ways that you can use
direct mail marketing as a valuable tool for boosting brand awareness and
generating a response from consumers in 2016 below:
Needless to say, direct mail is one of the oldest forms of marketing on
the market but there are plenty of ways it is embracing technology and
chief amongst these is that of augmented reality. To really stand out from
the crowd, many innovative retailers and brands are deploying direct mail
combined with augmented reality apps to really (and literally) bring their
products to life. It isn’t just with augmented reality that brands are
embracing new technology in direct mail, there is an abundance of ways
that companies can embrace tech to bring their marketing campaigns to
People like getting things for free and there is no better way of getting
your product out there than through a direct mail campaign that features
samples. Don’t just send your product in a packet, however, make sure you
think outside the box a little and make it stand out from the crowd with
some eye-catching means of delivering your product sample – there are some
great examples of brands getting their direct mail samples spot on.
One of the biggest mistakes that brands make with their direct mail is not
putting enough thought into the copywriting of the campaign. There is
nothing so powerful as words when it comes to advertising and a bland,
aimless campaign will be doomed to fail from the start. Investing in a
skilled wordsmith who can create innovative, engaging copy for your direct
mail campaigns will be one of your best decisions in 2016. Great writing
abounds from some of the leading advertising agencies and D & AD have
recently showcased their last decade of work which is a great example of
Think Outside The Box
Direct mail is, of course, one of the oldest forms of marketing out there
and it is testament to its effectiveness that it remains one of the chief
weapons in any marketing department’s armoury. That being said, however,
it is clear that you’re going to competing with plenty of other businesses
for letter box real estate so being conservative and opting for the norm
no longer cuts it any more – it’s very much a case of go big or go home.
Direct mail today needs to make you think as this is more likely to compel
action and a fantastic example of this is a campaign that was sent out on
World Water Day.
Combine All Your Campaigns
It is clearly apparent that the best marketing departments out there
realize the importance of fully integrating all of their campaigns and not
siloing the different means of reaching their customers. For example,
there is little value in sending out a direct mail campaign if you haven’t
thought about how you’re going to reflect it across your website, email
and social media channels because having a well ordered vision for the
whole process will definitely yield dividends in the long run.
Direct mail is going to be instrumental to your business objectives in
2016 and the catalyst for achieving the sort of sales and brand awareness
results that you’re after but its imperative that you don’t rest on your
2015 laurels and push your marketing boat out in 2016.
Mail: Integral to the Marketing Mix in 2016
By Barb Pellow, thinkpatented.com
While some forms of marketing are fleeting and forgotten, a postcard,
brochure, or catalog can serve as a lasting reminder of a marketing
message. Direct mail can compel recipients to act, attract new customers,
increase customer loyalty, boost brand awareness, reactivate dormant
accounts, and deliver profitable results.
For the past several years, businesses of all
sizes have focused on engaging consumers with sophisticated digital
marketing campaigns, but marketers are now rethinking their strategies and
incorporating more direct mail in the mix. Direct mail is a very effective
marketing tool because it can compel recipients to act, attract new
customers, increase customer loyalty, boost brand awareness, reactivate
dormant accounts, and deliver profitable results.
One key reason for direct mail’s popularity
is that it is able to do things more effectively than other types of
marketing. Many consumers read direct mail because they prefer content
that they can experience with more than just their eyes. Unlike e-mail,
television, or radio ads, direct mail is a physical item that a consumer
can hold in his/her hand and keep for a period of time. While some forms
of marketing are fleeting and forgotten, a postcard, brochure, or catalog
can serve as a lasting reminder of a marketing message.
A Critical Channel for Reaching
InfoTrends recently completed a study entitled Direct Marketing Production
Printing & Value-Added Services: A Strategy for Growth. This study
surveyed more than 1,800 consumers in the U.S. and Western Europe.
In-depth interviews were also conducted with over 50 direct marketers and
20 print service providers. The study highlighted why direct mail is so
integral to the media mix and why it needs to be a focus for print service
providers in the future. This section includes key findings from our 900+
consumer respondents in the U.S. to explore why direct mail will remain a
critical channel for reaching consumers.
Direct Mail Cuts through the Clutter
66% of direct mail is opened.
82% of direct mail is read for a minute or more.
56% who responded to direct mail went online or visited the a local
62% who responded to direct mail made a purchase.
Direct Mail is the Cornerstone of a
A third of U.S. consumers responding to InfoTrends’ direct marketing study
reported reading direct mail more than e-mail, while 34% said they opened
and read e-mail and direct mail with equal frequency.
Survey Results: MORE LIKELY TO READ
EMAIL OR DIRECT MAIL
I am more likely to read direct mail: 33.3%
I am more likely to open and read e-mail: 22.9%
I read both with roughly the same frequency: 34.1%
Don’t know: 9.7%
Are you more likely to read an e-mail with
a sales/promotional offer OR to look at a piece of direct mail?
Since consumers engage with both print and
e-mail, communicating with them using an integrated campaign will drive
higher results. In addition, direct mail can be a part of an interactive
customer experience when used in conjunction with mobile devices and
associated mobile apps. There are a number of tools that can enable a
printed piece to trigger an interaction from a smartphone, including image
recognition, augmented reality, NFC tags, and quick response codes. More
and more direct marketers are integrating interactive elements with print
to connect a consumer to a video or mobile-enabled website so they can
learn more about a product or service, or creating mobile landing pages
that enable consumers to take advantage of a coupon or discount. In
addition, a direct marketer can point the consumer to a website or a
personalized URL that can be accessed from a PC.
Personalization Makes a Difference
Firms of all sizes have the ability to interact with customers on a
first-name basis. It has become much easier to collect, maintain, and
store in-depth customer information. The technology is readily available
to help marketers use this important data to communicate with customers on
a personal level. Research shows that consumers are influenced by
personalized communications. Of the U.S. consumers surveyed by InfoTrends,
over 84% reported that personalization made them more likely to open a
direct mail piece. Personalization has become a powerful direct mail
tactic that is relatively easy to incorporate.
Does the customization or personalization
of a direct mail piece make you more likely to open/read it?
Yes, Much more likely 29.2%
Yes, a little more likely 55.0%
Don’t know 3.4%
Direct Mail Delivers Demonstrable ROI
Marketers want to be able to measure communication effectiveness so that
they can improve campaigns, customer conversions, and overall return on
marketing investment. Direct mail is measurable, so marketers can test
offers and make the appropriate adjustments to improve results.
Tips To Improve Your Direct Mail Performance
By Tony Kemp,
One to one communication really
works – but you need to make it ultra relevant to the individual.
Old hat name personalization is
vastly inadequate because it fails to fully utilize your client data
insights. There is no excuse now for marketers failing to communicate
one-to-one with their clients – with attention grabbing headlines;
relevant printed images and offers; and varying tone of voice, text size
Today’s marketing communications need to become dynamic making the most
of all of the personalization opportunities that are now available.
Some key tips to making sure your communications are truly personal
1. Use your data insights
Consumers are increasingly demanding and
expecting a high degree of personalization. Use whatever you know about
your clients to reach out to them. Adding a name and address obviously
gets your mail delivered, but marketers need to use data insights to
create attention grabbing, colorful headlines, individualized to every
customer to improve response rates.
2. Identify with your customer
Know who you are reaching out to – and
show it. Information that we hold about our clients must be used to best
effect to tailor the offers that we send to each client and also to avoid
sending irrelevant communications which may be seen as ‘junk’. For
example, if a vet wanted to reach out to dog owners with a dog food offer
and to cat owners with, for example, a flu vaccine offer, then data flags
can be used to select the right pet owners for the respective offers
which can be produced – all in-flight – in one campaign.
3. Housekeep your data
Update your data regularly and avoid
sloppy mistakes which just annoy consumers. Outsource the cleaning if
necessary – as there is no excuse today for not utilizing suppression
files to delete ‘gone aways’ or for removing the recently deceased from
4. Use specific images and photographs which
will appeal to the recipient
For example, if your client has a young
family, then include pictures of young families. If it’s a retired
couple, then use shots of older individuals enjoying various activities
in retirement, or if they are much older and possibly bereaved, then
avoid images of couples and instead use groups of elderly people.
5. More often than not, you should know your
customer’s age or age group
So, if for example they are aged over
55, then it is essential to use larger print and greater contrast. Think
about how the customer feels, for example, if you are offering a highly
sensitive service such as laser eye surgery to a 55-year-old man who is
struggling to read, then don’t include images of a 22-year-old female
wanting vision correction in order to drive.
6. Work hard to retain your customers
It takes some time to win customers and
marketers have to work just as hard to retain them. Use your data to make
the most of every opportunity to connect with your customers again and
again. For example, add soft touches into your communication program to
send thank you, birthday or anniversary cards to mark their loyalty to
your business. This will make your clients feel important and valued, and
7. Make your direct mail dynamic
Use data insights for every client to
produce bespoke communications with engaging headlines, relevant imagery
and offers that fit each customer’s profile. Communicate intelligently in
response to client concerns, in anticipation of a forthcoming event, on a
particular anniversary –communications should be regular, relevant and
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Five Innovative Ways To Use Direct Mail in 2016
Direct Mail: Integral to the Marketing Mix in 2016
Seven Tips To Improve Direct Mail Performance
Mike Borkan's Links - Web sites you probably
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