Talon Mailing & Marketing

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Deer Park, NY 11729

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Welcome to the Talon Mailing & Marketing June 2021 Newsletter.

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How Email and Direct Mail Work Together

By Ray Schultz, Mediapost.com

Here’s a channel that some digital marketers might not have considered, but should — the one that dates back to Ben Franklin, the one delivered to the mailbox: Direct mail.

“Email and direct mail go hand in hand,” says Rachel Schulties, chief operating officer of Marketsmith, a New Jersey-based agency owned entirely by women. "In a loyalty or retention program, coupling both will almost always yield a high ROI."

Direct mail coupled with digital media increases conversions by 10% or 25%, Schulties says, based on her firm’s analysis. And it works for all digital channels — from programmatic to social to email.

And direct mail has a boomerang effect when used in retargeting. Sure, a brand can run a banner ad online, but a direct mail piece with beautiful colorful photography can be even more effective.

And thanks to on-demand printing, direct mail can be sent in “onesies and twosies,” and is useful in such typical email functions as trying to recapture abandoned carts, Schulties argues.

What about that old ‘junk mail’ epithet — can that hurt response?

Hardly. “The riskier area is in email if people unsubscribe, Schulties answers. Going overboard on email “really tarnishes your brand.”

But not when utilized in balance in a joint campaign, or with other digital channels such as social and programmatic.

Direct mail is especially useful at the nurturing stage.

What’s the right sequence?

Typically, a brand might have two mail drops, and three emails, alternate between an email, then a direct-mail drop, then another email and a direct piece, and finally an email.

If the goal is to drive a quick sale, they should be run “tightly together,” Schulties says. “You want to make sure they connect.” But “the data will drive the strategy,” she adds. “You have to understand the open rates on email and figure out the timing.”

Testing is critical not only in helping brands weed out losing tactics, but also in finding new directions.

Case in point: Marketsmith has a client in the utility business. It had been sending postcards, or self-mailers, usually a highly effective format when used in tandem with email. Then it tested something new — a letter in a traditional envelope.

The letter outperformed everything because it lent credibility, Schulties reports.

But how does one sent direct mail to an digital visitor? “If someone visits your web site, you can triangulate data through their IP address and determine who they are, then send postcard or catalog,” Schulties says.

How is this done?

“There are hundreds of third-party data sources,” Schulties answers. “Google knows my email and phone number. Another third party data provider might be able to lead the way to the postal address.

But wait: aren’t boomers more likely to respond to direct mail?

Actually, younger people also like it, especially when the creative is right. One client that sells construction equipment has “a very deep catalog with thousands off SKUs. It skews older--millennial want a quick-hit.”

On the other hand, “my six year-old loves the American Girl catalog,” Schulties laughs.

Then there’s Lovesac, a retailer of sectional couches. Customers tend to skew younger, so when sending direct mail, the brand has to be quick and to the point and highlight the product. The goal is to get them into the store.”

As for Marketsmith, it specializes in launching products that grow brands from startup.

Summing up, Schulties stresses that data is the most important thing in all types of marketing. And she reminds marketers that direct mail is an intimate experience. “People enjoy direct mail,” she says. “And it makes them happy.”

Tips to Build Your Database

By Kim Morrison

Here are some ideas to help you build your database and, if you’ve approached it the right way, start to convert prospects into customers.

How much is your business worth?

To look at it from an accounting point of view, past profitability and asset values are the starting points. But it is often intangible factors, such as key business relationships, which provide the most value.

Underlying that is your customer database and hopefully one that is delivering consistent results for you! Your database should make you money every time you communicate with it and you need to look at how you build your list and then use it.

I’ll avoid the obvious cliché that size matters! Anyone can have a big list and still have no customers. There are loads of commercially available lists that you can buy though personally I would warn against doing that.

A small list of buyers interested in your business is hugely preferable to a massive list of unqualified cold prospects. This goes back to your marketing and social media strategy and knowing and understanding who your ideal prospective customer is …. your customer avatar. So start with a small list of the right people and build it up as you go along.

Here are four great ways to sign people up to your website and to build your database list:

1. Sidebar Subscription Boxes (one on every page) offering great value – free information that helps them or discount codes

2. Squeeze pages: tantalize people with great value offers “just behind the door”

3. Pop Up Windows: done at the right time with a good and a thought through headline/reason to act (use Google Analytics to find out how long and where people are on your site)

4. Contact Us: make it interesting, personal and different

The Social Media fraternity are very fond of running free (and informative) webinars on different topics of their expertise. They build their database with the free useful session and then usually, but not always, pitch their linked product offer at the end. As they have just demonstrated their expertise on the webinar you feel confident that they ‘know their stuff’ and so are likely to purchase if you want to know more.

These ideas will all help you to build your database and, if you’ve approached it the right way, start to convert prospects into customers and keep them as loyal customers.

Just remember – the money is in the list and knowing that every time you send out a campaign you will make money is a very powerful feeling!

Ways to Increase Sales With Direct Mail

By Debbie Cole, Weeklypostnc.com

Choosing the best package and following these simple suggestions can help you increase response rates and sales.

Let's look at various direct mail formats and their benefits. Using the right one for the type of prospect you're trying to reach can pay huge dividends.


Postcards come in a variety of sizes and are very economical to print and have a lower postage rate. Postcards are very effective attention getters because there is no envelope to open and your message is easy to read. Postcards are a good way to put a coupon or special promotion in the hands of potential customers. People tend to keep coupons for future use.

Oversized postcards create a stronger visual impact than traditional sizes and are more likely to grab the recipients attention.

Letter Packages

This is the most traditional and common form of direct mail. The package typically consists of a letter, a flyer, brochure or lift note, an order form or reply card, and an outer envelope. The letter is the most important part of your direct mail package.

A very personal letter (e.g., “Dear Mrs. Compton”) has a better chance of connecting with the recipient. The content of the letter typically spells out the benefits of the offer in detail. The outer envelope is a very important part of the package. It has one job – to get itself opened. This is your first, and maybe your last, chance to get the attention of the mail recipient.

You can design the envelope to look personal or official depending on the market you are trying to reach. Typically, the more you make the envelope look like a personal correspondence from a friend or family the better. Handwritten text, actual postage stamps, applied return address labels, blue or red ink, invitation style envelopes, or colored envelopes all help to make things look more personal.

The strategy of creating an envelope to look official is to make it look like it contains something important or official such as something from the bank or IRS.

Self-Mailer Flyers

A self-mailer flyer is a single sheet of paper (of any size) that is folded one or more times to create a multi-panel flyer. The term self-mailer means they stand alone in the mail and are NOT inserted into an envelope.

By eliminating the envelope, you are reducing costs (for both printing and mail inserting). When you need a little more space for to show your product or need to include more copy than you can on a postcard, a self-mailer is a good choice. This type of direct mail is best used when photos, illustrations and other graphics can contribute to communicating your message.


Catalogs are perfect for companies that offer multiple products or services. Catalogs can be custom-designed and vary in size and pages to fit your businesses needs. A good practice is to place your popular items in the front pages to entice the recipient to keep flipping through the catalog. It’s also a good idea to include a coupon(s) or special offer to encourage them to buy.

Three-Dimensional Mailers

If you want to send something that’s really going to stand out in the mailbox, then this is your best option. Three-dimensional mailers could be a box, a tube, or a bag and include an object such as a gift or product sample. A mail package with something lumpy inside will get the attention of the person receiving it and most likely will be opened out of curiosity.

These types of mailings can be effective in reaching business executives whose mail is screened by a secretary, and they are practically guaranteed to be opened by consumers at home. This type of direct mail is expensive and should be used when you have a relatively small, well-defined audience of otherwise difficult-to-reach prospects.

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.

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In this Issue:

How Email and Direct Mail Work Together

Tips to Build Your Database

Ways to Increase Sales With Direct Mail

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:
  • Lefa Labs

  • Tri Marketing

  • 3 New Lists From Various List Managers and List Owners

Mike's Favorite Apps & Links:

Some interesting things to check out...

Hemingwayapp.com - Want to improve your writing for blogs, marketing, and emails? This free app is excellent for keeping your writing to the point and clear.

Loversmagazine.com - An online magazine for creative professionals. They put the spotlight on designers that are creating the future and touching the lives of many.

Thedieline.com - Dieline is a global package design community and showcase of package design inspiration. They also cover package-industry news.

Primedmind.com - Using a combination of meditation, hypnotherapy and performance coaching, this app generates states of peak performance, effortless calm, and deep sleep in just minutes a day. Mindset is the key that unlocks your full potential so you can attack each day with full focus and determination.

Quodb.com - Find any quote in millions of movies and series. All quotes are time-based, contextualized, and linked with the imdb movie database.

Einstein.digitalhumans.com - Digital Einstein is a realistic recreation of his namesake, embodying the great man's personality and knowledge, multiplied by the power of conversational AI.

Blaseball.com - Blaseball is a free browser game that lets you gamble on fictional baseball teams with fictional peanuts. It's also a social media phenomenon.

Work Samples:

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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