Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing March 2020 Newsletter.

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Three Things You Should do for Every Sales Campaign

By Craig Simpson, Simpson-Direct.com

You can have the best sales piece in the world, but if itís missing one critical ingredient, you could see virtually no response to it.

We donít want that to happen.

If you want people to take action and buy from you, you have to ask for the order. But surprisingly, most marketing messages donít. If you donít include a strong, clear call to action in your direct mail campaign, you are wasting money! You need to make it ABUNDANTLY clear what your offer is.

By the way, if youíre new to direct marketing, a call to action is the words that urge the reader (or viewer or listener) to take immediate action. In direct mail, your call to action could be, "For Your Free Report, Call 1-800-123-4567" or "Order the Ultimate Weight loss System today by calling 1-800-123-4567.Ē To get the response you want, your sales copy must convince readers that this is something they need to act on NOW.

Also, you need to include your call to action more than once in your sales letter. Thatís because people skip around when reading, and your instructions should be so simple that a 12-year-old can follow them. Thatís because busy, distracted readers often think at this level.

Learn From This Example

I received a postcard from my local hospital recently, and Iím still scratching my head trying to figure out why they wasted advertising dollars on this campaign. They seemed to be notifying everyone about the arrival of two new doctors, and I think they were looking for ďconsultations and surgical careĒ patients.

But I canít be sure what their goal is for that postcard. Itís a mess.

I mean, when was the last time you got a postcard and thought, "Hey, this hospital has new doctors, fresh out of med school. Maybe they can practice doing surgery on me. Sign me up!" Luckily, marketing isnít that easy. Or else Iíd be out of a job!

Something I find especially humorous about this postcard is that itís from my local hospital, and they are the ONLY hospital in town. In other words, there is no competition for my healthcare dollars.

Hereís how this hospital could have invested their advertising dollars instead of wasting them:

1. Target Your Audience

Instead of mailing everyone in town, they should have narrowed their list down to older people, more likely to need surgery. Or, they could have rented a list, and selected people who have filled out a survey and noted they have an ailment of some sort. That type of list is available!

2. State Your Call to Action

They should have used an effective call to action. For example, they could have offered a free report, such as ď7 Things You Must Know Before Having Surgery.Ē Also, they could have hosted a reception to meet the doctors and listen to a short presentation on ď7 Things You Must Know Before Having Surgery," or "Call for a FREE consultation to determine if surgery is right for you!Ē

3. Establish Your Credibility

The hospital should have told the story of the new doctors. As far as I can tell, they are fresh out of college with no experience. Or maybe they just look young, but they each worked 10 years at the Mayo Clinic and have done thousands of procedures. Who knows? The hospital must explain why we should trust these new doctors.

If they are fresh out of school, they could say something like, ďDr. Martin just completed 19 months of advanced study in the latest procedures. He is one of only 30 doctors in the world certified to use XYZ Method, which shortens recovery time for most patients. He has two young children and picked Grants Pass as the perfect place to raise his family ....Ē

I could give you more ways to improve that direct mail promotion, but do you get the idea? This particular postcard fails because it lacks a strong call to action backed by strong copy.

You donít want to leave it up to readers to figure out what you want them to do -- theyíll just lose interest.

Craig Simpson has managed thousands of direct mail campaigns and grossed hundreds of millions in revenue for his clients. Simpson is the owner of Simpson Direct Inc. He blogs at: simpson-direct.com/blog/
Direct Mail is Still an Important Marketing Tool

By Mark Haagen, Blog.Mysanantonio.com

Youíre missing out on a lot of potential customers if youíre sticking your entire marketing budget into email marketing:

Thereís no doubt that online marketing has taken direct marketing to a new level. Online video consumption now dwarfs the viewership of traditional television. It seems, however, that the marketing world has completely lost sight of the value of offline marketing.

One of the key offline marketing strategies is direct mail. This involves sending postcards, letters and brochures to your customersí mailboxes.

Here, weíll take a look at why direct mail is still a highly important marketing tool in 2020 and beyond.

1. Itís a Simple Way to Communicate With Customers

For many customers, direct mail is much easier to understand than online marketing tactics. A recent study showed that it takes nearly 21% less effort for a customer to process the intent of your mailing than it does to understand online marketing approaches.

This means that your target audience wonít need to invest much brainpower into understanding your message.

For any marketing campaign to be successful, it must easily resonate with the audience. If a customer finds your online message confusing or difficult to understand, theyíll probably move on.

2. Direct Mail Is More Memorable

Consider some of the most powerful ad campaigns youíve witnessed within the past five years. Thereís a good chance that youíll be able to name at least a handful of brands without conducting a Google search.

These particular brands hit the nail on the head with their campaigns. They had a lasting impact that didnít require constant online bombardment.

Direct mail has been proven to accomplish this goal much better than online campaigns. In fact, even the elusive millennial market has a stronger emotional response to real-life ads than they do to virtual ads. They have a strong, longer-lasting impact.

Get on the list of the most-loved ad campaigns of millennials by employing a direct mail campaign.

3. Response Rates Are Better

Just because individuals have quicker access to their email box than they do to their real-life mailbox doesnít make email marketing more effective than direct mail.

In fact, the differences in performance are quite alarming.

With email marketing campaigns, the average customer response rate is only .12%. Thatís right, just a tick above one-tenth of one percent. Direct mail, however, averages a response rate of around 4.4%. Of course, sending out direct mail costs considerably more than shooting off an email blast, but with a response rate that high itís money well invested.

Looking at this from a more tangible angle, consider that you send out 1,000 direct mail pieces to your prospects. Of the 1,000 you send out, 44 of them will end up directly interacting with you or taking you up on your offer. Thatís an investment well-spent.

When it comes to email marketing, youíd have to send out your message to around 43,000 prospects to get the same result of 44 replies. If your email list is only around 1,000 people deep, youíll be lucky to receive one reply from your send.

The truth is, youíre missing out on a lot of potential customers if youíre sticking your entire marketing budget into email marketing. Direct mail and printing for direct mail is much more cost-effective than you may think.

How to Build and Execute an Effective Data Strategy

By Linda Schumacher, Blog.marketo.com

To be a more data-driven organization, start with the right understanding to help you live up to the promise data offers.

Marketing teams often hear a mandate from their CMOs: ďBe data-driven.Ē

Thatís because the pressure is on for marketers to utilize the myriad data sets at their disposal to meet the ever-higher customer experience bar. But as a CMO, do you know exactly what youíre asking of your employees when you give this mandate? And does your team know what you mean?

Iíve seen countless instances of this rallying cry (usually given by CMOs prior to the start of a new fiscal year) turn into a whimper 12 months later, with plenty of potential opportunities lost in between. The truth is, if weíre not clear about what it means to take full advantage of modern analytics, technology, and data, weíre going to derail our own efforts to become truly data-driven organizations.

Here is a guide to help CMOs build and execute a data strategy that bears fruit.

1. Be customer-driven:

Merely having data does not mean you are a data-driven organization. Rather, itís about what you do with the data.

Brands that hoard data but fail to act on it often end up delivering a one-size-fits-all experience to buyers. For example, they might serve the same Web content to all visitors without segmentation, or fail to A/B test their campaigns.

Being data-driven in marketing means making decisions about how to activate data on behalf of the buyer. How can you use the data youíre collecting to deliver a more relevant, tailored experience to a customer?

2. Operate with responsibility:

Collecting customersí data puts the onus on you to be responsible with it. This doesnít just mean protecting it from hackers, though that is critical. Being data-driven means your team has signed an invisible contract to do two things:

  • Create value in every interaction: If we collect a customerís information, itís our responsibility to use it to enhance that customerís experience by adding value in every interaction. If not, why bother collecting data in the first place?
  • Challenge internal assumptions: Our assumptions about buyers are often what drive broad-based, one-size-fits-all marketing. But data tells the truth. To be data-driven, marketers must listen to what the data is telling them, even if it contradicts their long-held beliefs about buyers.
As a CMO in the age of data, your job is to make everyone on your team clear on these new responsibilities.

3. Maximize three core skills:

Before you issue a mandate to your team about harnessing your data, review your resources. Is your staff able to accomplish these three important capabilities to bring this vision to life?
  • Data collection and storage: Evaluate the best way to capture data and store it in a reporting tool or database. You may use campaign tracking, website tracking, tag management, Web analytics, data lakes, or a data warehouse.
  • Reporting and analysis: You should look to find anomalies and trends in data to inform marketing decision-making. This includes dashboards, visualization, analysis, data segmentation, data modeling, and data science.
  • Data activation: Your ultimate goal is to use this data to tailor content for customers through tactics such as ad targeting, A/B testing and optimization, personalization, recommendations, and lead nurturing.
Without staffing your marketing team to cover each of these functions, itís nearly impossible to be data-driven.

The Road Ahead

The biggest skills gap facing CMOs today is within the activation skill set. Too many companies are failing to take full advantage of all the ways their data can be put to work.

If youíre embarking on the journey to be a more data-driven organization, starting with the right understanding will help you live up to the promise data offers. A focus on improving the customer experience will almost certainly lead to improved business outcomes. But to bring this goal to life, you as the CMO must make sure youíre sending your team in the right direction.

Do you know of anyone else who would be interested in receiving our newsletter?  Please let us know by email:  mb@talon-mailing.com

To learn more about our company, please visit our Web site: www.talon-mailing.com or contact Michael Borkan at (631) 667-5500 x 11.

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In this Issue:

Three Things You Should do for Every Sales Campaign

Direct Mail is Still an Important Marketing Tool

How to Build and Execute an Effective Data Strategy

New Clients

Mike Borkan's Apps & Links - Apps & Web Sites you Probably Haven't Seen

View Samples of Our Work

Newsletter Archives

Direct Mail Humor!

New Clients:

Talon welcomes the following new clients this month to our growing roster of customers:
  • Juvenon

  • Eternal World Television Network

  • 1 New List From Statlistics

Mike's Favorite Apps & Links:

Some interesting things to check out...

Invideo.io - InVideo's online video editor helps you make professional videos from premium templates, images, and music.

GetItDone - Everyone checks their phone for messages, instagram or just to for notifications. If you really want to be productive this app is the way to go. It creates wallpapers out of your tasks, so youíll see your to-do list every time you check your phone.

Veed.io - The easy way to create stunning videos. Veed is a simple but powerful online video editor to add subtitles, music, trim, crop, effects, images, filter and so much more.

Jumboprivacy.com - Jumbo believes that your data belongs to you. Their app empowers you to take control of your privacy and security, right from your phone.

Tangerine.app - Tangerine is a simple habit and mood tracker that helps you organize your routine, achieve your personal goals and reflect on your life.

Creately.com - Draw, diagram and collaborate with Creately. There are thousands of professional templates and shapes, intutive drawing tools with precision control, and seamless collaboration for teams and clients.

Work Samples:

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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