Welcome to the Talon Mailing & Marketing May 2020 Newsletter.
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Your Mail Piece’s Success
By John Leininger, Mailingsystemstechnology.com
Follow these suggestions and watch your
response rates climb:
Every piece of mail has a purpose — the mailer may want to
sell something or promote a sales event, ask for a donation, promote a
new product, announce an event, or mail out something that keeps your
company top of mind. The term “failed mail” could apply to any piece of
mail that does not make it to the address, is not opened, or does not
accomplish the task it was intended to do. If you send out a
mailing, no one expects 100% of the people to engage with you, but you
also need to recognize that many people never even open the mail piece,
which means that the purpose of the mailing had no chance of succeeding
with these recipients. The challenge with every mailing is to at least
present the message in a way that the recipient will consider opening
the envelope and reading the message.
The first element every mailer should consider (and the USPS now
requires) is to validate the addresses. Does the person actually still
live there? Then the address needs to be formatted properly so the USPS
equipment recognizes the address. These two steps are the easiest part
of the task to prevent failed mail.
The second factor of the process is a bit more challenging
— is the message relevant to the recipient based on their age, gender,
whether they own a home or rent, own a pool, travel a lot, etc.?
Separating the Successes from the
Another vital element is the design and strategy of the mail piece. That
does not take away any of the importance of making sure the address is
right, but it does put more value on targeting the message that so it
can be more focused and directed to the particular audience. You need to
design a mail piece differently depending on whether you are sending to
a Baby Boomer, Gen-X, or a Millennial.
Let’s say you are selling something that would be relevant
to either all three generations, such as an activity tracker. All
generations use them, but they use them in different ways. The imagery
and text of the mail piece has to be adjusted to show relevance to each
group. Design is more than just the aesthetic of a mail piece; it has to
be integrated with the images, the text, the offer, and the listed
benefits for the precise audience to which the mailing is targeted. In
the past, this would have been done with different versions, but this
has limited effectiveness and cost benefits. Today, with the use of
variable data printing on toner-based digital presses and high-speed
inkjet printers, a mailer can make each piece unique for every single
piece in a multi-million piece mailing.
When one talks about the design of a mail piece, they typically think
about what the graphic designer does to make the piece look attractive.
That is only half of the design component. Designers may have a good
sense of balance, proportion, rhythm, contrast, and unity — but
communicating effectively is about more than making the piece look
pretty. The design cannot get in the way of the message and the action
you want from the recipient once they look at the mail piece.
There are a number of things to consider in your design,
the first being the goal you hope to accomplish by sending it. It
surprises me how many times people cannot quickly state that goal or are
only thinking in the short term and not the long-term results (ex. what
is the lifetime value of the customer?). What is the call to action?
What is going to make the recipient want to respond? Giving recipients
an option to connect further online is an additional tool. Is there a
time frame for them to respond? If you do not give them a deadline, it
is easy for them to put things off and forget about it.
If you want to create an effective mail piece, think like a salesperson
or a marketing manager, not just as a printer or mailer. The plan is the
most critical element of any designed mailpiece. Knowing the audience,
knowing the product, and understanding the value to the customer results
in a targeted message that calls recipient to the offer.
If you are looking for a strategy on how to better serve your customers,
consider reading the following four books:
1. Steal These Ideas!: Marketing Secrets That
Will Make You a Star, by Steve Cone. This book focuses on how
to look at great ideas that you can repurpose to serve your needs. You
do not need to reinvent the wheel; there are already great ideas that
can solve the problems you are working on.
2. Disciplined Dreaming: A Proven System to
Drive Breakthrough Creativity, by Josh Linkner. For years,
companies have been trying to systemize their production process, and
this has stifled the creative and innovative initiative in their
employees. This book can help to energize the creative talents in your
3. The Challenger Sale: Taking
Control of the Customer Conversation, by
Matthew Dixon and Brent Adamson. This book focuses on how sales is more
than just selling a service, it is selling a solution and how to engage
the customer to understand what they really need.
4. Strategic Database Marketing 4th Ed:
by Arthur Hughes. This book is all about personalization, Hughes was
doing personalized mailings long before Xerox invented the DocuTech in
Headline Styles That Work
By Brian Clark, Copyblogger.com
Move beyond common headlines you see over and over — like “how
to” — and bring new blood to the mix with these 10 examples:
1. Who Else Wants...
Starting a headline this way is a strategy that implies an already
existing consensus desire.Who Else Wants More People to Read Their Writing?
Who Else Wants a Higher Paying Job?
Who Else Wants More Fun and Less Stress When on Vacation?
2. The Secret of...
This one is used quite a bit, because it works.
The Secret of Successful Podcasting
The Secret of Protecting Your Assets in Litigation
The Secret of Getting Your Home Loan Approved
3. Here Is a Method That Is Helping....
Identify your target audience and the benefit you can provide them.
Here Is a Method That Is Helping Homeowners Save Hundreds on Insurance
Here Is a Method That Is Helping Children Learn to Read Sooner
Here Is a Method That Is Helping Content Marketers Write Better Titles
4. Little-Known Ways to...
An intriguing (and less common) way of accomplishing the same thing as
“The Secret of …” headline.
Little-Known Ways to Save on Your Heating Bill
Little-Known Ways to Optimize Gmail
Little-Known Ways to Lose Weight Quickly and Safely
5. Get Rid of ....
A classic. It identifies either a painful problem or an unfulfilled
desire that the reader wants to remedy.
Get Rid of Your Unproductive Work Habits Once and For All
Get Rid of That Carpet Stain Once and For All
Get Rid of That Lame Mullet Hairdo Once and For All
6. Here’s a Quick Way to...
People love quick and easy when it comes to solving a nagging problem.
Here’s a Quick Way to Get Over a Cold
Here’s a Quick Way to Potty Train Junior
Here’s a Quick Way to Back Up Your Hard Drive
7. Now You Can Have...
The classic “have your cake and eat it too” headline — and who doesn’t
Now You Can Quit Your Job and Make Even More Money
Now You Can Meet Smart Singles Online Without Spending a Dime
Now You Can Own a Cool Mac and Still Run Windows
8. Do Something Like...
Gatorade did the “Be Like Mike” campaign featuring Michael Jordan in the
Speak Spanish Like a Diplomat
Party Like Mick Jagger
Blog Like an A-Lister
9. You Can Be Proud Of...
Appeal to vanity, dissatisfaction, or shame.
Eat a Healthy Diet You Can Be Proud Of
Have a Smile You Can Be Proud Of
Build a Professional Network You Can Be Proud Of
10. What Everybody Ought to Know About...
Big curiosity draw and a challenge to the reader to see if they are
What Everybody Ought to Know About SEO
What Everybody Ought to Know About Adjustable-Rate Mortgages
What Everybody Ought to Know About Writing Great Headlines
Looking for more headlines that work? Pick up Brian's free,
comprehensive ebook on
School Marketing Techniques Are Making a Comeback
By Rob Starr, Smallbiztrends.com
Old-school marketing is enjoying a resurgence and bumping up
ROI. Here's why:
Old-school marketing tools like store signage and direct mail are
enjoying a new popularity. In fact, 83% of marketers
surveyed say using tools like direct mail bumps up ROI. Small Business
Trends contacted John Patinella, CEO of Money Mailer, and Kristin
Gallucci, Director of Marketing of Signarama, to find out why these are
Patinella started by supplying a definition of direct mail for younger
people who might not be familiar with it.
“With direct mail marketing, businesses can deliver messages physically
to a consumer’s mailbox through the United States Postal Service or
other delivery service. Postcards, flyers, and catalogs are common
He says part of the reason for this new surge is a kind of online
overflow at the hands of social media.
“Digital marketing has oversaturated the market, leaving consumers
fatigued by the process. It no longer has the ROI it once did. Consumers
do not engage with these ads or they block them entirely. Today,
businesses are looking for marketing campaigns offering a mix of
traditional online complimented by ‘digital-to-print’ options. These
boost engagement of first-time customers and retain current customers as
He says businesses are looking to market by using “digital to print”
techniques. These can combine things like a print brochure that points
to an online app.
Money Mailer has created a smartphone app so consumers can find deals
first offered through direct mail.
Patinella says this tool is trending in many different industries for
small businesses. However, a few verticals stand out.
“We are particularly seeing it in retailing, the salon and spa industry,
health and fitness and the restaurant industry,” he says.
Physical signs are another tool making a comeback. Gallucci describes
how their flexibility as a marketing tool makes a difference.
“When it comes to brand recognition and awareness, signs and graphics
are an essential part of any business marketing strategy,” she writes.
“Whether it’s a sign in a window, a vehicle wrapped in a company logo or
a graphic displaying a promotion. Signage draws attention to the
business and conveys important information quickly.”
She also says they are cost-effective. Exterior signs, for example, are
visible 24 hours a day, 365 days a year. Gallucci backs up her claim
“Numerous studies have supported the customer reach that signs provide,”
she says. “In 2011, a national survey of more than 160 large and small
businesses found signage was a main factor in their marketing plan. Both
saw better results due to the communication benefits.”
She says this tool does some things better than digital marketing.
“There’s an opportunity for these more traditional techniques, like
signs and graphics, to cut through the noise. Signage goes beyond the
name of a company and its logo on the window.”
One of the other advantages are the places you can use signs.
“Through features like messaging on the walls or murals, these also
allow business owners to utilize a highly creative space. They can show
the personality of their brand and make a lasting impact on their
Gallucci also supplied some interesting stats on how effective signs
“70% of Americans say they’ve seen a digital display in the
last month,” she says. “While 47% remember a specific sign or
message, and 80% of shoppers say they have entered a store
because a digital sign caught their interest. “
So, are there industries that will get more from these old school
techniques than others? Gallucci says the appeal is across the board
with a few notable exceptions.
“Signage is trending with all different types of small businesses that
are looking to bring personality to their space at a lower cost,” she
says. “Restaurants, schools and even coffee shops are communicating with
their consumers through messaging on walls and windows that still
showoff who the brand is.
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If you do not wish to receive the Talon Mailing & Marketing Newsletter
Ensuring Your Mail Piece's Success
Ten Headline Styles That Work
Old School Marketing Techniques Are Making a Comeback
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...
- A virtual office for remote teams with no invitations needed. Start
conversations instantly with a single click, similar to a walkie-talkie.
Enter your #office channel to signal that you’re available for a chat.
Introduce serendipitous conversations to your team.
- A contacts app that you'll actually want to use. Search, add, edit,
and interact with your contacts. Simple to use, powerful and fun.
Soundofcolleagues.com - This website plays the white noise of an
office, and it might be the closest thing to actually being back at your
place of business.
Virtualmuseums.io - Explore the world's museums, virtually. Take a
trip through the world's best virtual museums and galleries, all without
leaving the house.
Netflixparty.com - A new way to watch Netflix. Watch Netflix with
your friends online. This site synchronizes video playback and adds
group chat to your favorite Netflix shows. Join over 1,000,000 people
and use Netflix Party to link up with friends and host long distance
movie nights and TV watch parties today!
Radiooooo.com - An amazing site that allows music lovers to
listen to songs selected by geography and decade!
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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