Welcome to the Talon Mailing & Marketing June 2019 Newsletter.
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to Use Big Data to Boost Sales
By Megan Totka, Smallbiztrends.com
A report by BARC found businesses using big
data saw an increase in profit by 8 percent. And the increase came with a
10 percent reduction in overall cost.
Marketing has evolved immensely over the past decade. Think
back to years ago. Tweaking your advertising efforts meant sifting through
the behavior of your audience, sales data and click-throughs.
However, big data has changed all that. Because big data alters the way
businesses market to their customers. And it allows them to increase their
profits. A report by BARC found businesses using big data saw an increase
in profit by 8 percent. And the increase came with a 10 percent reduction
in overall cost.
Big Data and Sales
Big data helps small businesses too. Because you can use various
approaches with this data to adjust your small business model and increase
success. So check out these three examples of how businesses use big data
today. And see how you can embrace it to boost your sales too.
Predict Products that Customers may Want to
You have probably looked at your Amazon recommendations and been
pleasantly surprised –even excited — at what you saw. Amazon utilizes big
data to figure out what types of products you will want to purchase in the
future and suggests those items.
Similarly, you can utilize data to make predictions for what your
customers will want to purchase. As you see an increase in sales, you will
notice trends and learn how to pair complementary items and generate more
sales. Just like how farmers learn how to utilize market data resources to
make trading decisions, it’s smart to turn to reliable data as you strive
to make the best decision for your business.
Utilize Key Data to Influence Customer
One of many ways to grow your small business fast is to utilize big data.
Turning to big data will not only result in business growth, it is also
vital if you want to figure out how to get customers to make purchase
decisions when they’re on your page. Businesses are relying on big data
both to learn customers’ behavior patterns, and to point them in the
direction of a sale.
The data analyzes each and every action a customer takes once they land on
your site. It can see customer’s keystrokes, how the mouse is moved and
can predict the actions that will be taken next.
As a small business owner, this data helps you provide your customers with
exactly what they want right when they want it. As you work to influence
customer behavior, you will simultaneously build an effective online
presence for your business.
Gain an Edge against Operational Risks
Before the world was so connected via technology, the issues of fraud were
rare. Now that so many people are connected in some way, an entire
business can be compromised in no time.
Operational risk is quite high in financial institutions. Scammers are
always trying to come up with schemes to take advantage of businesses and
people. Luckily, as big data evolves, financial institutes have realized
that they can take this information to prevent scam artists from being
This type of technology is helpful for every business, small or large. As
data is collected, anything that deviates from typical trends will trigger
a digital note on the transaction. This makes it simple for businesses to
identify fraud as it occurs and keep operational risks at bay.
It does not matter if your business is massive or small. Big data allows
small business owners to make smarter strategic decisions, better
understand your customers and can help you reduce costs. Big data can be
one of the best and most effective ways you can help your business
is Hot Again. Here’s How to
By Rieva Lesonsky, Sba.gov
From Glossier to Quip, a variety of hip new
companies are targeting millennials with direct mail.
Why Direct Mail Is Hot. One reason is a higher trust factor. Younger consumers don’t associate
direct mail with “junk mail” the way older consumers do. They’re more
likely to attach that label to email.
Direct mail can be more effective.
While direct mail and email marketing campaigns get similar response
rates, a recent study found direct mail campaigns generate purchases five
times larger than email campaigns. Combining email with direct mail led to
the best results of all: purchases six times larger than email alone
Direct mail stands out.
Young people get hundreds of emails a day but only a few pieces of actual
mail, notes one marketer quoted by Vox. In the same way digital-first
companies such as Warby Parker and Glossier have begun opening physical
stores to create a special experience, sending physical mail is a way to
stand out from the crowd.
Direct mail is more shareable.
Unlike email that goes to one person, physical mail goes to a household.
RetailWire reports 88% of key purchase decisions for retail,
financial and automotive categories are discussed at home, and direct mail
pieces give recipients a reason to talk over the offer.
Direct mail has a longer lifespan.
Email has a lifespan of just a few seconds, RetailWire
reports, while direct mail’s average lifespan is 17 days.
Making Direct Mail Work
If you want to get started with direct mail, you have several options,
including postcards, catalogs or catalog-like booklets. There are even
group mailers that combine several companies’ offers in an envelope. (Vox.com
cites one company, Share Local Media, that’s targeting millennial Brooklyn
hipsters with the type of mailers their parents used to get full of ads
for mini blinds or power washing services.)
The option you choose will be based on your budget (direct mail isn’t
cheap) and your goals. Once you’ve made a decision:
Start with your existing customers.
If your direct mail isn’t relevant to the recipient, it will hit the
circular file. More than two-thirds (68%) of consumers immediately throw
away mail from a brand or retailer they haven’t heard of. However, 76%
will discuss mail from a brand or retailer they have purchased from in the
Target your mailings.
Focus your mailings on people who have expressed interest either in your
business or your category. Two-thirds of consumers will discuss mail from
a brand or retailer they’ve never heard of if the category is of interest
to them; 54% will discuss mail from a brand/retailer they have heard of,
but not purchased from.
Style it right.
If you’re trying to attract millennial consumers, think of your direct
mail pieces as physical Instagram posts. Keep the text brief, the layout
streamlined and the photography eye-catching.
Make worthwhile offers.
Email offers for discounts are a dime a dozen, clogging up the average
millennial’s mailbox. But a glossy postcard or catalog with a special
offer can catch the eye. Make it worth the customer’s while, not just a
few dollars off.
Create landing pages for your direct mail.
Three-fourths of people who use direct mail to make purchasing decisions
also consult online sources for more information, so drive them where you
want them to go. If you’re sending out a direct mail piece promoting a
sale on your store’s athletic shoes, for instance, include a URL that goes
to a landing page for that specific offer.
Don’t overload them.
Direct mail is special precisely because your customers don’t get a lot of
it. Carefully limit how often you send direct mail to avoid it becoming
“spam” and eroding the recipient’s trust. For example, you could send
direct mail with a special offer for a customer’s birthday, or after
somebody makes their first purchase.
Combine direct mail with email.
Media Post suggests starting with direct mail and following
up a week later with email. It also recommends sending two emails for
everyone piece of direct mail. You can make direct mail part of your
automated marketing campaigns by setting up triggers to send direct mail
after a prospect takes certain actions, just as you would with a drip
email campaign. Both the email and the direct mail piece should use the
same design elements and messaging to reinforce your brand and your offer.
Use landing page visits, coupon codes, and redemption rates to see how
well your direct mail campaign is working.
Direct Mail in an Unpredictable Digital World
Patrick McCullough, Martechadvisor.com
A recent study found that marketers who used at least three channels gained a 90% higher retention rate and 250%
In March 2019, Facebook and Instagram were down for many
users around the globe. The short-term effect was relatively trivial:
Advertisers lost a day of traffic and engagement from Facebook’s platform,
plus the thousands of dollars they spent.
But the longer-term impact could be more significant. Users are
increasingly skeptical of Facebook — something the outage highlighted. The
platform's value to advertisers may decrease as users log in less
frequently or move to more closed social networks.
Beyond any issues with Facebook specifically, relying on anyone
advertising channel is a mistake in this rapidly evolving digital media
landscape. Unless you diversify, outages and disruptions leave you
scrambling to get new channels spun up — an expensive, time-consuming
process that inevitably produces sloppy results. And don't forget
optouots and spam filters that can ruin an email marketing campaign.
Continual shifts in user preferences mean that just because your favorite
channel is effective today doesn’t mean it will be tomorrow.
An omnichannel strategy that includes both print and digital is the safest
and most effective approach. It allows you to move budget around
efficiently, flight up and down different channels as they become more or
less important, and test new ones. One Omnisend study found that marketers
who used at least three channels in their campaigns gained a 90% higher
customer retention rate and 250% higher engagements.
Direct mail should be a key component of an omnichannel strategy.
According to the USPS, 87% of Millennials enjoy receiving direct mail,
while Valassis research shows that 44% prefer to receive offers in their
mailboxes over other channels and that 69% of all consumers read ads
arriving in the mail “always or most of the time.” Because not all
consumers can be reached digitally, you can use direct mail to balance
your online efforts.
3 Ways Direct Mail and Digital Can Work
Using direct mail doesn’t preclude your digital marketing efforts.
Instead, you can use it to drive online experiences and bring offline
consumers into your digital ecosystem. This feeds back into your digital
analytics, which can tell you exactly whom you should target in your
direct mail campaigns.
Here are three ways to implement direct mail to work alongside your
1. Use a central data source.
The right use of quality analytics can save 15-30% of your yearly
marketing budget, reports McKinsey & Co. Using a central data source for
all campaigns gives you real-time digital information to trigger direct
mail campaigns. Instead of slavishly following a weekly drop schedule,
drop mail on demand as your digital campaign data tells you. Having a
central data source also shows you hard numbers about which channels are
working and which aren’t.
2. Find a fast partner.
Ideally, you’ll be mailing consumers daily, using precise targeting data
for optimization of spend. In that case, you need a vendor with short
production timelines who can move fast to implement campaigns. At Talon
fast turnaround times of projects is our specialty.
3. Make it personal.
Your customers and leads expect a personalized experience, according to
88% of marketers surveyed by Evergage. Use your centralized data to
talk to your consumer like an individual.
Because people, and outages, are unpredictable, you can’t rely on the
digital landscape to stay the same. An omnichannel strategy that includes
direct mail is the most reliable — and most personal — way to connect with
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How to Use Big Data to Boost Sales
Direct-Mail is Hot Again. Here's How to Use it
Use Direct Mail in an Unpredictable Digital World
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