Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing July 2018 Newsletter.

To view this newsletter using your Internet browser click here:

Direct Mail Can Be Highly Beneficial For Your Business

By Aalia Ray, Theglobaldispatch.com

Direct mail is an ideal way at getting people to visit your website, or have consumers read your sales material, or buy online.

While it is true that more advanced technology has indeed changed direct marketing industry drastically, it hasnít yet damaged the impact of direct mail marketing. On contrary, it has been improved by latest web technologies in numerous ways.

As a matter of fact, direct mail is an ideal way at getting people to visit your website, or have consumers read your sales material, or buy online.

Targeting customers directly

If the mailing list is of good quality, crafted with just the right selections, and brought from reputed and reliable source that takes care of updating their data on regular basis, then it can really help you in connecting with the people that will be more likely interested in your services and products.

On the other hand, if you tend to focus only on internet traffic, you may just get generic visitors that might not be even interested in buying any products from you. So, a well generated mailing list can really help you in targeting seniors, women, and other businesses as well. There are numerous behavioral and demographic variables that are available that can help you in selecting right audience for your specific business.

Cost effective way

You might be first surprised to hear that but direct mail marketing actually is one of the most cost efficient channels out there. It in fact ranks as the most effective means for driving the customer action.

While advertisements can be great to increase your brand value, the direct mail will drive consumers to respond. So, when searching different channels that can contribute to your bottom line directly, it is very hard to overlook benefits of the direct mail marketing.

Reach more number of customers

The numbers of potential customers for most of the small businesses arenít internet and computer savvy. Direct mail marketing allows reaching that specific segment that isnít likely to search your business or learn about your business products and services over internet.

Moreover, just by having a business website, you cannot be sure that the customers will visit it more often and buy from it. On contrary, direct mail can end up in hands of people that you choose and communication will be customized for them as well!

Increased trust

With the ever increasing technology, people are greatly concerned about privacy as well. These days, hackers are breaking even into secure sites and identity theft has become a real threat. As a result, people are getting away from electronic communication.

So, how can you impress your prospects? Well, direct mail doesnít come with all such threats. You can easily attach even more without setting off the alarms. In fact, whistles and bells of fancy package are extra bonuses rather than red flags.

Spending flexibility

The Ad campaign of direct mail marketing offers you the opportunity to spend according to your budget. Sending letters, brochures, or postcards is cost effective solution to get your complete message in hands of your consumers.

You can even choose whether you would like to have your offer included in the coupon books that normally have much larger reach and the cost too is generally divided with other businesses.

Easy execution

Direct mail marketing doesnít require an ample of technical knowledge or huge investment in the digital infrastructure. With a reliable freelance designer and copywriter, you can be all set to get campaign up and running instantly!

Increased brand value and high ROI are other major benefits of direct mail marketing in addition to several others. So, what are you waiting for? Try your hand too at it now!

What Retailers Can Gain From Direct Mail Personalization

By Debbie Seigenthaler, Mytotalretail.com

Personalization has been touted as a strategy that can help retailers battered by Amazon and other market forces.

Targeted communications that are relevant and useful can create lasting customer loyalty and drive revenue growth of 10 percent to 30 percent, according to a recent McKinsey & Company report.

Technology is not a barrier. Given todayís digital print capabilities, the personalization options available to retailers are almost endless. Yet the sector isn't doing as much as it could to personalize direct mail. Why? The reasons go back to four main rationales; recognizing the pitfalls inherent in those rationales is the first step to engaging customers with an effective direct mail personalization strategy.

1. This is the way weíve always done direct mail.

Retailers are in the habit of sending the same flyers with the same or very similar offers to their entire customer and prospect list despite all the data they have about their customersí buying habits. This means that, for example, even when a retailer knows customer X only buys menís merchandise, customer X still receives a mailer with women and children on the cover and mostly womenís products inside. Thatís another lost opportunity to engage that customer personally by addressing his or her specific interests, and another reason the customer might look to another retailer when shopping.

2. This is our brand identity, and we deliver the same brand to all audiences.

Many retailers want their brand to be identified as vibrant, energetic and hip, so they use images of young, active adults in their mailings. Someone who isnít in that age group, say a 55-year-old empty nester, sees those images and thinks, ďThat looks like my daughter, not me.Ē It gives him/her one more reason not to open that piece of mail. Retailers need to ask themselves, ďHow much of what Iím showing is resonating with my customer?Ē

3. I have so much data on my customers, Iím not sure how to use it.

Too much data can be as paralyzing as too little. It presents so many options for personalization but doesn't automatically provide insights into what will move the needle most. Therefore, retailers donít tap this rich resource as much as they should. Qualitative research tools can help retailers analyze the data and identify buckets of customers that offer the most promise. Describing these buckets in terms of personas is the next step to developing a direct mail personalization strategy that will engage, motivate and convert.

4. The cost is too high.

Cost is often a challenge for retailers that want to add more personalization to their direct mail. How do they cost effectively test which images, offers and formats will resonate best? Sequential A/B testing is both time consuming and expensive in a highly competitive industry. However, new virtual testing technologies have emerged that can help retailers rapidly test and learn what works best. Retailers shouldnít be focused solely on paying the lowest cost for their print runs. A better metric is their cost per response.

According to Quadís 2017 Customer Focus Survey, 59 percent of adults have read direct mail in the last seven days, which means 41 percent have not. With so much content coming at consumers from so many different directions, they may ask themselves, ďWhy should I read this piece of mail?Ē Personalization gives them that answer.

Debbie Seigenthaler is a senior marketing consultant at Quad/Graphics, a global marketing services provider.

Where Do Your Sales Come From?

By Zach Heller, Business2community.com

Being able to determine where your sales are coming from is critical for a number of reasons.

Do you know where your sales come from?

Companies with physical storefronts do. They know how much product they sell at each of their locations. And they can judge the relative success of each location by comparing it to past performance and to all other locations.

For example, Starbucks knows that the storefront at 29th and Park Avenue in Manhattan serves 75,000 customers per day at an average order value of $4.50 per order, for a total daily haul of $337,500.

But what about companies that sell by phone? Or online?

One might think that it doesnít matter as much for these companies with a more global strategy and reach. Unlike local stores, online stores donít have to rely on physical locations to drive sales. And so where people are coming from matters less.

Hereís why thatís wrong:

Being able to determine where your sales are coming from is critical for a number of reasons.

First and foremost, it is critical for marketing purposes. Even in a digital-first world, location matters in marketing. Companies can spend their entire advertising budget in one state, or one city, if they want to. Location is a targeting feature in almost any kind of online advertising one can imagine.

When we know where our customers are coming from, we can better determine the return on our advertising campaigns in progress. We can also optimize our marketing budgets so that we can capitalize on those regions weíre most likely to succeed.

Second, it matters for logistical purposes. Letís say you manage an online storefront that ships physical goods. In order to optimize your shipping processes, you need to know where most of your customers are located. Back when Netflix was selling DVDs by mail, the number one reason for their success was how well they were able to predict and model their logistical operations, placing fulfillment centers right where they were most needed.

And lastly, where your customers are located can affect how you communicate with them. If your customers are mostly on the west coast, would it make sense to keep call center hours in the early morning in the east? If your customers are big city dwellers, does it make sense to include imagery of wide open spaces on your product pages and promotional materials?

The more you know about your customers, the better off youíll be. And that includes where they live.

Win Yankee Tickets!

Enjoy a great day at Yankee Stadium!

We are giving away two tickets to see the New York Yankees. 

All 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! 

  • Thursday July 26th, 2018.  Yankees vs. Royals 7:05 PM.

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:

Direct Mail Can Be Highly Beneficial For Your Business

What Retailers Can Gain From Direct Mail Personalization

Where Do your Sales Come From?

Ticket Giveaway!

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:
  • Innovus

  • Prosperity Masters

  • 2 New Lists From Statlistics

Mike's Favorite Apps & Links:

Some interesting things to check out...

Acolorstory.com - Are your graphics in need of an upgrade or better colors? This site offers advice, a blog, and fresh photos with colors that pop.

Slite.com - Get your team to write things down. Slite is where modern teams write and organize their content meeting notes, processes, how-tos, collaborative docs and more.

Makr.co - This site will help you design a logo. Branding made simple.

Getyarn.io - A searchable database of video clips from movies, TV, and music. Enter words or phrases at their site and matching clips will be available.

Ride.guru - A tool for those engaged in rideshares, ridehails, taxis, and limos. Its price comparison tool gives accurate fare estimates and ride-hailing information to help you get where you want to go.

Vanido.io - Learn to sing with this free app. Itís engaging, fun and free!

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.

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: