Welcome to the Talon Mailing & Marketing July 2017 Newsletter.
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Direct Mail Can Be an Effective Way to Reach Millennials
By David Wilson, Business2community.com
As we grow into an increasingly digital society, itís hard to believe that
Millennials, of all people, respond well to direct mail. But a recent
study found that 84% of Millennials take the time to look at their mail.
Granted, the study was conducted by the U.S. Postal Service, so
thereís probably a little bit of bias in it. Still, it does make sense when you
think about it.
Thereís no competition
First of all, the shift to electronic communications has cut the competition in
what was once a very cluttered marketing environment. Simply put, Millennials
receive less mail, so theyíre more likely to notice what they do receive.
According to another recent study:
Our brains like direct mail
- Nearly half of Millennials ignore digital ads.
- Only 15% ignore direct mail.
- 77% pay attention to direct mail advertising.
Secondly, and more interestingly, are the neurological reasons why Millennials
prefer direct mail. Temple Universityís Fox School of Business recently
partnered with the USPS to measure neurological responses to different types of
advertising pieces. Here are a few key findings:
Canada Post conducted a similar study with similar results. Its researchers
broke participants into two groups. One was shown a post card; the other was
shown the exact same messaging and creative but embedded in an email. After
monitoring the subjects and interviewing them afterwards, they found that direct
mail offered three distinct advantages. It was:
- People read through digital ad content faster than direct mail.
- Direct mail triggers activity in the part of the brain that corresponds with
value and desirability.
- Direct mail triggers stronger emotional responses.
- Physical ads tend to be remembered better than digital ads.
Of course, these findings donít take into account the ROI of direct mail versus
digital channels. And they certainly donít suggest we should abandon digital
channels when communicating with Millennials ó the group that spends more time
online than all other adults. However, in a crowded digital environment, direct
mail may be a smart way to break through the clutter and reach this valuable
- Easier to process (direct mail campaigns required 21% less cognitive effort to
- Easier to remember (participantsí recall was 70% higher for those exposed to
direct mail versus digital); and
- Better able to motivate (activation in parts of the brain that correspond to
motivation response was 20% higher for the postcard versus the email).
Tips to Wow Your Prospects so They Buy From You
Direct mail's an effective tool to market your
business. The trick is to make the mail piece so appealing to prospects,
that they're compelled to give it their attention.
This is a great strategy to attract new customers and to
keep existing customers interested.
Direct mail promotions are only effective if they target
the right group of people; people that will be interested in the product
or service you are promoting. A lot of thought has to go into the creation
and distribution of direct mail. Here are some pointers on what businesses
should know to make the best use of direct mail.
1. Consider the target audience:
The target audience is the most important consideration when developing a
promotion. A list should include and combined with rented lists. The
list should be current and legitimate to be effective. The audience can be
targeted based on age, sex, income, geography, marital status, education,
2. Objective of the promotion:
Businesses should know what they want from the direct mailing. What is its
objective? Once the objective is clear, you need to include all the
information required by the customer to respond. The mailing should
clearly state the action the customer must take Ė send back a return
preaddressed envelope, call a number, fill out an attached form, and
so on. All pertinent information should be included such as location,
phone number, address, web address, location map or any other specifics.
3. Effective design: The design
of a direct mail is important because color, font and format should catch
be eye catching. Professional designing services can make sure the
direct mail piece is effectively worded and well designed. The goal is to
make an instant impact on the prospect. The quality of the direct mail
piece reflects on the quality of your business.
4. Strategic timing: The timing
of mailings impacts its effectiveness. Announcing a sale on Christmas
trees near Christmas season is bound to be effective. Businesses should
also schedule promotions according to the best time for them, such as
promoting a clearing out summer sale at the onset of autumn. It's a great
opportunity for prospects, and also makes space for the store to stock and
display its autumn collection.
5. Keep track of responses:
Track the responses to the mailing to measure the success or failure. This
crucial feedback can be used to make the next round of mailings more
6. Communicate with responders:
Get details of customers who respond to the direct mailing.
Find out their preferences, likes and dislikes in relation to the products
or service your business offers. This is critical data that can help you
improve your service to them. Create incentive programs such as raffle
tickets and drawings to make it exciting.
7. Plan ahead: Review the
process of creating and sending out the direct mailing, and learn from it.
Analyze the response, timing, value of the mailing list, look of the
direct mail piece, and any other things that could have been done better.
8. Research the mailing system:
Be aware of postal regulations, postal costs, time frames for delivery and
other specifics. The post office does provide free direct mailing kits and
literature that can be very helpful. (Or ask us for help at Talon!)
Businesses can increase their sales by using direct mail promotions
judiciously. They should give due thought to the objective of the direct
mailing, its timing, appearance and target audience as these have
considerable impact on its effectiveness.
to Use the ĎRule of Threeí to Create Engaging Content
By Brian Clark, Copyblogger.com
Whatís magical about the number three? Turns out
it's because of the way we process information.
Itís no accident that the number three is pervasive
throughout some of our greatest stories, fairy tales, and myths.
Itís also no coincidence that some of the most famous quotes from
throughout history are structured in three parts, nor is it surprising
that the Rule of Three also works wonders in the world of comedy.
It all comes down to the way we humans process information. We have
become proficient at pattern recognition by necessity, and three is the
smallest number of elements required to create a pattern.
This combination of pattern and brevity results in memorable content, and
thatís why the Rule of Three will make you a more engaging writer.
Have you ever wondered:
The Rule of Three works in stories due to the presence of the concise,
memorable patterns that I mentioned above.
- What the 3 Little Pigs, the 3 Blind Mice, the 3 Musketeers, the 3 Wise Men and the 3
Stooges have in common?
- Why the three-act structure is the dominant approach to screenwriting
- Why three bullet points are more effective than two or four?
But even if that wasnít the case, the number three has been used so
widely throughout some of the most memorable works from our childhoods,
itís likely that we are preconditioned to respond favorably to elements
grouped in threes.
Think in terms of three when crafting your content, and youíll likely end
up with a more engaging outcome. If at first you donít succeed, remember:
the third timeís the charm.
You see the Rule of Three used all the time across diverse areas of life.
Because information presented in groups of three sticks in our heads
better than other clusters of items. For example:
The United States Marines are big believers in the Rule of Three when it
comes to getting things done and keeping people alive.
- Life, liberty, and the pursuit of happiness
- Government of the people, by the people, for the people
- Friends, Romans, Countrymen
- Blood, sweat, and tears
- Location, location, location
- Father, Son, and Holy Spirit
- Faith, Hope, and Charity
- Mind, body, spirit
- Stop, Look, and Listen
- Sex, Lies, and Videotape
- I came, I saw, I conquered
The Corps apparently experimented with a rule of four, and retention and
effectiveness took a nose dive.
If you want something stuck in someoneís head, put it in a sequence of
One of the best examples of the power of the Rule of Three is in the
world of comedy.
Again, three is the smallest number of elements that can form a pattern,
and comedians exploit the way our minds perceive expected patterns to
throw you off track (and make you laugh) with the third element.
The Rule of Three fits the classic joke structure of set-up,
anticipation, and punchline. The three-part grouping also allows for
tension to build and then be released thanks to the surprise and
absurdity contained in the third element.
Here's an example:
"I canít think of anything worse after a night of drinking than waking up
next to someone and not being able to remember their name, or how you
met, or why theyíre dead."
Professional comedians use it all the time, and thatís simply because it
Other uses for the Rule of Three
I truly do believe that a set of three bullet points is the most
effective use of the format.
You might also find that list posts with three items will draw people in,
because youíve boiled things down to the essence with no fluff. And
thereís a reason why people like to be presented with three choices
rather than two or five.
When it comes to pleasing the human brain, it seems like three is simply
a magical number.
Win Yankee Tickets!
Enjoy a great day at Yankee Stadium!
We are giving away two tickets to see the New York Yankees.
you have to do to win is be the first telephone caller (please donít hit reply or send an email). Voice
mail messages count so it's fine to leave a message. Call Michael Borkan at
(631) 667-5500 x 11. These tickets are great seats and close to the field!
Monday July 31st, 2017. Yankees vs.
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Four Reasons Why Direct Mail Shouldn't Be Written Off
How to Connect With Your Audience on an Emotional Level
How Direct Mail Can Impact Your Business
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...
Influential videos from expert speakers on education, business, science,
tech and creativity.
Icons8.com - Tons of icons for your
desktop or applications. Plenty of basic ones like phone, home, and
settings. However, if you are up for something more unorthodox, simply
request it. No charge. Guaranteed.
An online platform for safe driving and youth safety supporters to implore
young adults not to text while driving.
Tizemusic.com - Tize makes it easy
to create professional music on your phone.
Kickhealth.co - Daily Confidence
Exercises for Introverts & Shy Extroverts.
Did you know Talon offers the following services?
Click on the links below to see samples.
Direct Mail Humor!
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