Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing June 2019 Newsletter.

To view this newsletter using your Internet browser click here:

How 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 Purchase

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 Behavior

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 successful.

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 succeed.

Direct-Mail is Hot Again. Here’s How to Use It

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 generated.

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 past.

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.

Track results. Use landing page visits, coupon codes, and redemption rates to see how well your direct mail campaign is working.

Use Direct Mail in an Unpredictable Digital World

By Patrick McCullough, Martechadvisor.com

A recent study found that marketers who used at least three channels gained a 90% higher retention rate and 250% higher engagements.

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 Together

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 digital efforts:

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 consumers.

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.

If you do not wish to receive the Talon Mailing & Marketing Newsletter please click here: 



In this Issue:

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

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:
  • BNB Formula

  • Lancer Militaria

  • 1 New List From Statlistics

Mike's Favorite Apps & Links:

Some interesting things to check out...

https://designmodo.com/startup/ - This app can help you build a website online using their ready-made designed and coded templates and themes.

www.voiceflow.com - Create voice apps for Amazon Alexa and Google Assistant. No knowledge of coding or programming needed.

https://freeplagiarismchecker.pro/?ref=producthunt - This free plagiarism tool is a scanner that detects plagiarism in your text.

logomakerapp.com - Logo Foundry is a professional Logo Design Suite App for Android and iOS that let's you create professional branding for your business in Minutes.

https://musicofnature.com/app/ - Immerse yourself in the healing sounds of nature. This is a free app for Apple Mobile Devices that will help you relax, refresh, focus, and sleep.

Work Samples:

Did you know Talon offers the following services? 

Click on the links below to see samples.

Direct Mail Humor!

Click on the 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.

Newsletter Archives:

Click here if you wish to see past newsletters.  

Click on These Links to Learn More About Talon:

The Tour


Our Services

List Rentals

Postage Rates


Archived Newsletters

Contact Us


If you do not wish to receive the Talon Mailing & Marketing Newsletter please click here: