Welcome to the Talon Mailing & Marketing June 2021 Newsletter.
To view this newsletter using your Internet browser click here:
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,
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
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
On the other hand, “my six year-old loves the American Girl catalog,”
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
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
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
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
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
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!
to Increase Sales With Direct Mail
By Debbie Cole,
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
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.
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.
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
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
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.
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
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:
To learn more about our company, please visit our Web site:
www.talon-mailing.com or contact Michael Borkan at (631) 667-5500 x
If you do not wish to receive the Talon Mailing & Marketing Newsletter
How Email and Direct Mail Work Together
Tips to Build Your Database
Ways to Increase Sales With Direct Mail
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...
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
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
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.
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.
Click here if you wish to see past newsletters.
Click on These Links to Learn More About Talon:
If you do not wish to receive the Talon Mailing &
Marketing Newsletter please