Welcome to the Talon Mailing & Marketing May 2017 Newsletter.
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Reasons Why Direct Mail Shouldn’t Be Written Off
By Tarun Mittal, Yourstory.com
In today’s technology-dominated world, the idea of sending mail through
post is laughable, and using it as a marketing tool even more so. Or is
Why would anyone use this archaic system when virtually every
person can be contacted through email, social media, or even text messages?
Direct mail marketing sounds like a waste of time and money then. But that isn’t
really the case.
Contrary to popular belief, direct mail can be leveraged for increasing sales
for your business. Non-profits and grocery retailers, in particular, find direct
mail to be a far more effective marketing tool as compared to emails. And
there's no reason why businesses in other sectors can't leverage it to their
benefit. Here are four reasons why marketers should use direct mail to gain
There's no such thing as mailbox overload
While email might be better to connect with people when compared to social
media, inboxes are extremely crowded these days. Around 99 consumer emails were
sent/received each day last year which makes grabbing a person’s attention in
their inbox a difficult task. Mailboxes, on the other hand, are free from
clutter and people tend to read every piece of mail they receive in the post.
Also, the chances of your competitors using direct mail as a marketing tool are
pretty slim. Which means that your marketing mails will be looked at — something
that can’t be said for any other marketing channel.
People are becoming aware of the proactive advertising and marketing they’re
subjected to on the internet. With advances in information tracking being used
for personalized advertising, people no longer trust, for good reason,
everything they read on the internet. Clickbait and suspicious links drastically
reduce the effectiveness of marketing emails — a problem that doesn’t exist with
mail that arrives by post. In this scenario, power lies in the hand of the
individual and not the business. They can choose what to do and what not to do.
There are no prompts like ‘sign-up to avail this offer’ which arouse suspicion.
This automatically increases the level of trust in those you are marketing to.
It benefits from better targeting
As every marketer knows, advertisements are only effective when they’re shown to
the right people. Advertise to people who don’t care about, or those who won’t
benefit from, your product and you’ve just wasted your precious marketing
budget. While email lists are improving, direct mail list vendors have been
compiling their databases for decades. A fact that you can leverage to contact
the most promising prospects through a channel they cannot ignore. You can also
make use of your house list to entice previous customers into making another
It's not as expensive as it seems
While the production cost of direct mail is undoubtedly high (printing does tend
to be more expensive than creating templates online), it drives more conversions
than PPC and email marketing. This means it has the lowest cost-per-lead
translating to the highest return on investment (ROI) which is what every
marketer ultimately aims for.
Direct mails also give people a break from the screen. A study found that direct
mails require 21 percent less effort to process than digital media; which
translates to improved understanding and memory retention. With the entire
marketing industry fighting it out in the digital sphere, going old-school with
your marketing strategy might just be the way to go.
To Connect With Your Audience on an Emotional Level
Parker Davis -
Think of a brand you really respect – What makes them stand out from the
crowd and warrant your trust and endorsement?
Maybe it’s just that they make quality products or offer a
service you like, but these days there are so many options for just about
everything. How do these companies get you to stick with them and not go
with one of their competitors?
The answer? They know the right way to engage their customers.
But what’s the right way?
While there’s no standard, across-the-board method of engaging an
audience, the following tips will set you in the right direction:
Put yourself in the customer’s shoes – Say you’re looking at a business’s
website and it’s all about their company, their services, their staff,
etc. Sure, it does the job of letting you know what they do and who they
are, but it doesn’t offer any reason to choose them over someone else.
- People want to be talked to, not talked at. That means using words like
“you” and “your” instead of “we”, “us”, or “I”.
By talking directly to the reader, you make it feel as if they are getting
a service or good specifically for them and no one else.
The way you do this is by giving your brand a persona. Decide whether you
want to come off as funny, whimsical, authoritative, compassionate…
anything that’s not bland and unoriginal.
- You need to talk about benefits instead of features. You can put an
entire section on your website that lists what your product does, what
your services offer, how much they cost, what goes into the manufacturing
process, etc. but that’s not enough to make any decisions for consumers.
What customers want to know is, “what’s in it for me?" Instead of saying
your product is made with XYZ materials, tell the consumer that because of
its construction, it will last a lifetime, instead of just saying how long
your services take, tell them how you pride yourself in making sure the
customer won’t have a long wait.
Instead of talking about your manufacturing process, tell consumers that
because of how efficient your company is, everything will be done right
the first time.
- Develop a voice for your brand. Having a unique voice is crucial if you
want to connect with your audience in a way that makes them feel like more
than just another customer. When people think of your brand, an image
should come to mind that differentiates you from the thousands of other
brands out there another customer. When people think of your brand, an
image should come to mind that differentiates you from the thousands of
other brands out there.
Break some of the grammar rules you learned in high school and write in a
conversational, relaxed way. Make sure that what you say and how you say
it sticks in the customer’s head. If you can get them laugh, cry, or think
strongly one way or the other, they’re more likely to connect with your
brand and return time and time again.
Customers don’t want to be treated as simply customers. They want to be
talked to like individuals and made to feel as if they’re doing you a
favor by choosing your company over another.
By simply taking the time to understand your audience, you can engage with
them on a more personal level. Creating that emotional connection is what
keeps people coming back.
How Direct Mail Can Impact Your Business
By Andrew MacKenzie, Mediaupdate.co.za
Andrew MacKenzie, managing director of Boomtown,
discusses the common misconceptions of direct marketing.
Consumers are bombarded with so much marketing material,
that their brains have been hardwired only to retain what is pertinent to
them, or what cuts through the clutter and stands out.
Direct marketing can speak directly to the consumer. If you can approach
your consumers in an engaging manner, you have the ability to build top
of mind brand awareness. And even better, get them to use your service or
buy your product.
The success of direct marketing as a medium depends first and foremost on
your database. Is the database aligned to your target market? If so, is
it current and up to date? There are plenty of database and Customer
Relationship Management (CRM) software options available, which will
eliminate a lot of the administration needed to keep databases up to date
Direct marketing is not mass marketing. It is when a marketer connects
directly with the end user (a consumer or business). As a term, it covers
a variety of marketing tools that cut out the intermediary in
advertising, such as the following:
A personal favorite of MacKenzie’s is direct mail. A cut through direct
mail piece that can connect with the receiver, and more often than not
when done well, are shared with others because of their ingenuity. More
importantly, it allows people to take action; a phone call, a visit to a
website, making an appointment, visiting a store (think discount coupon
or free service) or even completing an order form.
- Internet marketing
- Face-to-face selling
- Direct mail
- Direct-response advertising
- Kiosk marketing
An example of this is a simple, direct mail piece by Kit Kat Chunky in
the United Kingdom. This demonstrates a connection to the product benefit
in that it could not be delivered because it is too ‘chunky’, and even
more importantly, the consumer would have to go in-store to claim the
free chocolate, which will undoubtedly lead to additional purchases at
The piece is cost efficient and personalized. The copy even looks hand
written, but it merely makes use of variable data technology and smart
typeface application to achieve this.
The additional benefit to this sort of marketing approach is
measurability. It is incredibly easy to track redemption to determine
So, next time you think of direct marketing, consider the benefits it may
hold for your brand and your business. The results may just surprise you.
For more information, visit
www.boomtown.agency. Alternatively, connect with them on Facebook or
Win Yankee Tickets!
Enjoy a great day at Yankee Stadium!
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you have to do to win is be the first telephone caller (please don’t hit reply or send an email). Voice
mail messages count so it's fine to leave a message. Call Michael Borkan at
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Tuesday May 23rd, 2017. Yankees vs.
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Four Reasons Why Direct Mail Shouldn't Be Written Off
How to Connect With Your Audience on an Emotional Level
How Direct Mail Can Impact Your Business
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...
- Transform your photos, videos and graphics into shareable multimedia
Outflowapp.com - Tired of all
those reoccurring mysterious charges on your credit card statement?
Outflow manages the complexity of reoccurring subscriptions. Instantly see
where your money is going.
Evrybo.com - Get design feedback at
the right place. Evrybo is the fastest & easiest way to get feedback from
your clients or colleagues directly to your screen.
Velapp.it - Velapp is a world's first
live video editing application. Edit as you shoot with their patent
Freephotos.cc - Find free beautiful
stock photos with Creative Commons (CC) licensing. Download royalty free
images and use them on your website or print.
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
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