Welcome to the Talon Mailing & Marketing July 2018 Newsletter.
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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
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
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!
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.
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
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.
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
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!
Retailers Can Gain From Direct Mail Personalization
Debbie Seigenthaler, Mytotalretail.com
Personalization has been touted as a
strategy that can help retailers battered by Amazon and other market
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
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.
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
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
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
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.
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.
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If you do not wish to receive the Talon Mailing & Marketing Newsletter
Direct Mail Can Be Highly Beneficial For Your Business
What Retailers Can Gain From Direct Mail Personalization
Where Do your Sales Come From?
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...
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!
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
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