Welcome to the Talon Mailing & Marketing May 2019 Newsletter.
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You Shouldn't Ignore Direct Mail
By Ernie Smith, Associationsnow.com
Direct mail often doesn’t get the respect it
deserves these days, but it’s a significantly more effective medium than
digital tools like email or social media. And it's getting more
It’s way cheaper to send out another email or social ad
than it is to go to all the trouble of physically printing something out
and delivering it through the mail.
But that doesn’t mean direct mail doesn’t have an impact—or that you
should discount its value given the right context. Perhaps it’s for that
reason that the 2018 edition of the Response Rate Report, a joint study
conducted by the Association of National Advertisers and DMA: Data &
Marketing Association, found that 81 percent of marketers expected to
increase their use of direct mail.
With recent trends in mind, here are a few reasons why direct mail remains
interesting in 2019:
The odds are better something will be
read. Other outlets are flooded with information
on a daily basis, creating lots of competition for your message. A recent
study by Valassis and The NPD Group found that 69 percent of people
surveyed read or looked at a mailed advertisement, a rate well above what
one might find in digital channels. And with knowledge of details such as
location and demographics handy, targeting is definitely a point of appeal
for direct mail.
It drives response—without being annoying.
Because of the nature and lower circulation of direct mail, it’s more
likely to drive both eyeballs and response. According to Data Targeting
Solutions, last year’s edition of the ANA/DMA Response Rate Report showed
a significant increase in response rates compared to prior years. Existing
lists saw a 9 percent response rate in 2018, nearly triple the response
rates in 2015, while nearly 5 percent of prospects responded. Those rates
are significantly above the rates seen in email, search, and social
media—all of which hover around 1 percent each.
Direct mail is gaining a video component.
Who says direct mail has to be paper? In recent years, a number of firms
have started to sell booklets with built-in LCD screens that play video
when you open them. One such company, the Florida-based Video Brochures
Direct, noted to the Pensacola News Journal that the impact
of video booklets still proved gripping, even though such interactivity
can easily be found online. “It blows people’s minds. It’s instant
gratification,” founder Aaron Ball explained to the newspaper. The article
noted one novel use of the booklets involved shipping them to season
ticket holders for a minor-league team.
Long story short: Given the right campaign and the right audience, direct
mail has a lot of room to make an impact in a big way.
Amazing Marketing Tips to Crush Your Competitors
By Jeff Charles, Smallbiztrends.com
Using the tips in this article will provide
you with the means to attract more people to your website and your place
Standing out from the competition is challenging,
especially if you are just starting your business. Chances are, there are
plenty of companies that have been doing what your company does for years,
and they have already figured out how to earn and maintain a customer
So how will you manage to appeal to their customers? The
answer is simple: Show that you can deliver even better results. But
communicating that message requires a level of creativity on your part.
This article will provide you with four lesser-known marketing tricks that
will help you get noticed.
1. Use Your Competitors
Free press is almost always positive for businesses — even small ones.
Getting journalists to cover your brand is a critical tactic that will
help you get in front of more eyes. But it isn’t easy to earn the
attention of major publications.
One way to be featured alongside your competitors is to see which
publications are covering them. You can set up a Google Alert including
the names of your competitors and you will get a notice each time they are
mentioned on the internet.
Find out which outlets are featuring your competitors and reach out to the
journalists who are reporting on them. You might not be successful with
each reporter you contact, but if you keep at it, some will be willing to
give your company some attention.
2. Automation Is Your Friend
If you’re a new entrepreneur, it’s likely that you’re overwhelmed by the
many duties business ownership entails. Every day, you’re probably wearing
a new hat, and it’s easy to let some of the more important aspects of
growing a successful enterprise fall by the wayside.
Marketing is one of the most essential duties that you must undertake if
you want to be a successful entrepreneur. After all, having superior
products doesn’t mean anything if nobody knows about them, right?
Unfortunately, marketing is quite time-consuming.
Content creation, social media, and copywriting take an immense level of
effort, and if it’s not done well, you can waste a lot of time and money.
But there is a way to make this easier: Automation.
Whenever possible, you should automate your marketing functions so that
you can free up more time for other jobs. There are several different
types of software that can automatically share content on social media,
track vital metrics, reach customers through email, and test your landing
pages. The only downside is that the software used to perform these tasks
are not free, and some can be pretty pricey. But if you’re trying to stand
out from your competition, they are worth the investment.
3. Strategic Pricing
Pricing is one of the most overlooked keys to attracting more customers.
Many business owners don’t put as much thought into the amount they are
charging their customers, and this is a serious mistake.
One strategy that has worked for most companies is to create products that
are priced in a way that drive attention to your higher-revenue items.
Here’s an example. Let’s say you run a coffee shop and you only have two
sizes for your drinks. The smaller size is sold at $4 while you have
priced your large drink at $7. Try adding a medium size and price it at
$6. This will make it more likely that a customer will choose the larger
size since it’s only $1 more than the medium.
4. Take A Loss
This strategy might seem counterintuitive at first, but it works if you do
it the right way. Conventional wisdom says that you must always make a
profit on a sale even if the margins are thin. But sometimes, it might
make sense to sell a product under cost. Why? Because these items will get
the customers to your site or to your store.
If customers are enticed to visit your site because you’ve got a great
deal on a particular item, then that gives you more traffic, which
increases the likelihood that these individuals will buy other products as
well. Of course, you want to be very careful with this strategy. If you
notice that this particular product isn’t encouraging people to buy more,
you might consider the same tactic but with a different product or
Effective marketing requires an out-of-the-box approach. You must use
proven marketing techniques in a way that your competition isn’t. Using
the tips in this article will provide you with the means to attract more
people to your website and your place of business.
Reasons to Choose Direct Mail Over E-mail Marketing
By Mike Ryan,
In a world dominated by the Internet,
it is all too easy to assume that email marketing reigns supreme compared
to “old fashioned” postcard marketing.
Business owners who buy into that assumption, however, can
find themselves facing poorly performing marketing campaigns and
disappointingly low returns on their investment.
The fact is, postcard marketing is simply a better choice for many
different types of local businesses. Here are just 4 reasons to choose
postcard marketing over email marketing:
#1: It works better for prospecting
and also for making sales.
There is no question email can be highly valuable for nurturing leads over
time and for providing your audience with company news and other updates.
But every business needs a continuous supply of new customers in order to
grow, and for that, mail marketing – especially the small-but-mighty
postcard – outperforms email. By 10-30 times, according to a DMA (Direct
Marketing Association) study.
That’s because almost half of postcard recipients take the time to read
your mail. Better yet, they take action. A Direct Mail Marketing
Association survey showed about a quarter said they visited the company’s
store and 21% visited their website. And that’s in addition to recipients
who picked up the phone to call and set an appointment, etc.
It comes down to targeting. It’s hard to come by top-quality email lists
for prospecting, whereas it’s easy to zoom in your targets using mailing
list selection criteria.
#2: Your prospects prefer direct mail.
Most people find it creepy (or worse, violated) to receive unsolicited
emails. Who are these people anyway, and how did they get my email
address? But years of studies prove the majority of people love to receive
marketing postcards in the mail. Postcards feel more personal and more
trustworthy. There’s no doubt who it’s from, and no doubt what you have to
Half of consumers specifically prefer postcard over email, according to a
study conducted by Epsilon. Even more impressive, a full 70% of those
surveyed said they prefer to receive unsolicited information via mail. For
some product categories, that number can be even higher. It’s not
surprising, really. Mail makes people feel more in control.
There’s something else working here, too – subtly but unmistakably. Your
prospects can touch a postcard and interact with it. It’s “real.” People
#3: That’s why they’re more likely to look
People will relegate an email to the “spam” folder in a heartbeat, but
they’re happy to “open” your postcard and check out your offer. In fact,
postcard mailing deliverability is typically 95%. Email prospecting lists
are dismal in comparison. But here’s a bonus: you can use postcards to
boost open and click-through rates for email nurturing campaigns.
Because direct mailing is deemed trustworthy, it helps pave the way –
letting recipients know the email you’re about to send them is legitimate
and potentially worthwhile, not just something to be automatically
#4: It is more versatile.
Email certainly has its place. It’s great for nurturing leads and driving
“mini-conversions” and it can strongly support certain kinds of inbound
marketing campaigns. But direct mail does it all – prospecting,
solicitation of referrals, upselling and cross-selling existing customers
and win-back campaigns directed at former clients or customers. What
former customer is likely to open your email?
It performs beautifully and consistently when used all on its own. It also
adds unique value to integrated multi-channel marketing campaigns. It
works to drive traffic to your website, enabling you to increase online
sales or convert prospects to leads by capturing their email address for
future follow up.
Postcard marketing simply has more going for it, in all the ways that
matter. That’s why you should choose direct mailing over email marketing.
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Why You Shouldn't Ignore Direct Mail
Four Amazing Marketing Tips to Crush Your Competitors
Four Reasons to Choose Direct Mail Over E-mail Marketing
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...
https://www.ecosia.org/ - Tired of Google advertisers ruining your search results?
Try this search engine as an alternative.
https://demos.algorithmia.com/colorize-photos/ - Easy and free website
that will bring new life to old photos by automatically colorizing them.
https://firecore.com/infuse - Go beyond iTunes and avoid wasting hours
converting or transcoding files. Infuse's powerful, super-efficient
playback engine supports just about every video file ever created
including: MKV, MP4, AVI, ISO, DVD, BDMV, and many, many others.
http://hellothematic.com/ - Easily find the perfect songs for your
videos. You can use hellothematic.com for free – no membership fees, no
licensing fees, no rev-shares. Really.
https://www.imdb.com/freedive/ - Watch Hollywood hits and TV favorites
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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