Welcome to the Talon Mailing & Marketing July 2020 Newsletter.
To view this newsletter using your Internet browser click here:
Now is the Right Time For Direct Mail
By Murtaza Jaffer, Lvb.com
Direct mail campaigns are making quite a
comeback among all demographics.
During an unexpected crisis like COVID-19, it can be
challenging to determine how to best market your business. With little
to no foot traffic coming in physically, how can you best reach your
In this digital age, many business owners lean on email marketing to
reach their client base; however research shows it may not be the best
way. According to data from a 2018 Campaign Monitor study, the average
office worker receives 121 emails per day! As you can see, itís easy
that your businessí emails could be lost among the masses.
To actively reach customers, companies should offer a diverse marketing
mix, including not only email campaigns, but print, social media and
direct mail messaging. Doing so is a great way to ensure you are
reaching all of your customers, rather than just a small demographic.
(Older customers may appreciate physical mail more than a younger
customer who is probably following you on social media.)
Direct mail campaigns, in particular, are making quite the comeback
among all demographics. Now, more than even, direct mail is a great way
to reach potential customers. Due to the coronavirus quarantine, many
customers are at home every day. With tons of emails already in their
inbox, a physical piece of mail is more likely to get noticed. In fact,
many people actually look forward to getting mail.
Rest assured that sending mail during the pandemic has been deemed
relatively safe by the Centers for Disease Control and Prevention and
the World Health Organization. While not impossible, the risk of
contracting the virus through mail is very low. Additional safety
precautions are being taken by the U.S. Postal Service.
When sending a direct mail campaign, itís important to send something
that the customer can actually use. A coupon or incentive (with an
expiration date) is always a great way to engage the customer and
encourage them to make a purchase. Also, with the spring trade shows
cancelled due to Covid-19, sending promotional items can be a nice
gesture. What customer wouldnít appreciate a bottle of company-branded
bottle sunscreen to use as the weather gets warm? Other fun
seasonally-appropriate ideas include sunglasses, seed packs, and hats.
Itís important to maintain a current and complete customer contact list
throughout the year, to enable your business to market appropriately.
Customer information should include name, email address, mailing
address, phone number, company name, and in some cases additional
information such as birth dates. The more information you have on your
customer, the more you are able to do with it.
Principles of Direct Mail That Stand the Test of Time
By Jim Leone, Loyalty360.org
These principles of direct mail remain relevant and stand the
test of time because they work. And if you use them, you'll see
increased sales and profits.
Every industry has
a set of principles that hold true despite years of change, innovation
and disruption. Direct marketing is no different. Although there is an
expanding array of channels, when it comes to the overall marketing mix,
direct mail is still fundamental to marketing. Itís the flour to bread,
the grapes to wine, and the apples to pie. It is the workhorse within
direct marketing, and it absolutely should be the cornerstone of your
marketing channel strategy.
These four principles of direct mail set the foundation for any
1. Know what you want to sell or what
your specific goal is.
Before you begin any campaign, itís important to know what youíre trying
to accomplish. Are you acquiring new clients through selling a new
product or service? Are you communicating with an existing client or
member base? Are you trying to get recipients to visit your landing
page? Another channel? Your goal will determine who you send to, how you
craft your message and will set your overall creative direction.
2. Reach the right people.
Once you know what you want to sell, knowing to whom youíre selling is
the most important fundamental to get right. Data mining has become very
sophisticated and somewhat complex. Luckily, there are many great
sources to get that valuable data today. Focus on the demographics
and/or behaviors that fit the type of customers you are trying to
attract. Over time you can refine your data through modeling and
continued data testing.
3. Design for impact.
Creative design is what gets the prospect to open the piece and pay
attention. Focus on how the mailpiece looks and what it says. That
includes effective use of color, graphics, fonts and personalization,
but also make sure it tells a story that begins with a teaser and
creates a sense of urgency.
4. Track and Analyze.
One huge benefit of direct mail is that it is quantifiable. Its
performance is easily tracked. As such, donít make the mistake of not
taking advantage of this built-in ability for continuous improvement. By
constantly testing new variables and finding new ways to tweak and
improve your data, message, creative, etc. you are also improving your
ability to provide better ROMI for you and your company. After all, you
are not living to mail; youíre mailing to live. Use this fundamental to
improve how you use direct mail as part of your overall marketing
These principles of direct mail remain relevant and stand the test of
time because they work. What will change and is already changing is how
they will be used across multiple channels. Today there is growing
evidence that tying direct mail to other channels, such as email or
social media, can dramatically impact the effectiveness of those
channels. While the science of attributing which source is benefitting
from which channel is not yet perfected, it seems to be evident that
pollinating direct mail with other channels, particularly in certain
applications, is beneficial to all channels. It will be exciting to see
how this continues to unfold in the future.
Direct Mail Tips to Help You Reach Potential Clients
Here are five mailing tips to help you reach new customers in no
1. Reveal Your Value
Your mailer is more than just a scrap of paper. Focus on the value
youíre offering customers from the get-go. This builds excitement and
keeps them from tossing your mailer aside.
Another way to reveal your value is by opening the mailer with a
People are always on-the-go and in a rush. Instead of slowly building
anticipation, attract the readerís attention immediately. Focus on your
value from the get-go to draw people in.
Providing value stops people from seeing your mailer as junk mail.
Imagine your customer pulling a bundle of mail from their mailbox at
once. How does your mailer stand out from the crowd?
Be bold in your creativity, but donít forget to put your value at the
forefront of your content.
That way, recipients are more likely to hold onto your mailer and keep
you in mind.
2. Know Your Audience
What will attract your readerís attention? What do they need?
When you know your audience, itís a lot easier to write content that
appeals to their interests. As with any strategy, direct mail requires
you to communicate with a targeted audience.
Develop a buyerís persona to organize your broad audience into distinct
Then, use your direct mail campaign to connect with each persona. Adding
an emotional appeal will make it easier to draw people in, too.
Make sure you tailor your content to your specific audience groups.
Sending out a mass mailer with a broad message wonít connect with
everyone. Instead, invest in learning about your customers. Discover
their shopping preferences and behaviors.
Then, you can create a mailer thatís personalized to their needs, making
it easier for you to boost sales.
3. Consider Your CTA
Once they receive your direct mail campaign, what do you want people to
A strong, direct call-to-action will compel your readers to react and
respond. Instead of informing people of a new product or sale, encourage
them to buy with your CTA. This gives your content purpose and drives
people to do something after reading your mailer.
Get creative - direct mail marketing no longer means just mail. How can
you use your brand to send a creative message?
For example, you can send your direct mail campaign through a message in
a bottle. If youíre a coffee company, send mugs with your logo on it!
Then, connect it back to your CTA.
For the coffee company, you can tell your audience to bring in their mug
for a dollar off their next cup of coffee. Now youíre being
environmentally conscience and drawing in foot traffic.
If you try this creative tactic, focus on quality, not quantity.
Itís more effective to draw in a small crowd of paying customers than a
big crowd of people who arenít interested.
4. Include Samples
Who doesnít love free samples? Samples instantly makes your mailer
more valuable. This part of your direct mail marketing strategy will
help you connect with customers. Once they experience your product
firsthand, itís easier for them to see the value you have to offer.
Samples can also add a little extra heft to your envelopes. A heavier
envelope entices people, sparking their curiosity so they wonder whatís
inside. If you can get them to wonder, chances are you can get them to
open your mailer to take a look.
Focus on different ways you can drive their curiosity. You can
indicate thereís a ďfree gift insideĒ but not specify the gift. This
will encourage your audience to open the mailer. Then, theyíll read your
content, try the sample, and interact with your brand.
Offering your readers a sample turns paper mail into a trial tool.
Make sure itís something useful, too. What will people use every day?
Maybe itís a pen or a pair of sunglasses. Add your logo and people will
experience your brand a little every day.
Consider this an opportunity to test new products on your audience. If
they enjoy using the sample, theyíll feel enticed to purchase a
full-sized product next.
5. Test It Out and Follow Up
Before you send out an entire campaign, test a smaller market first.
Testing your mailing piece can help you save money in the long run.
If your mailer isnít successful with your test audience, you have the
chance to make improvements. Then you can try again for more success the
second time around.
Once your mailers are out in the world, follow up. Try sending a letter
next. Personalize it with the recipientís name as well.
Following up with your prospects can help you turn those potential leads
into paying customers.
Signed, Sealed, Delivered: 5 Direct Mail Marketing Tips
Thereís nothing like searching through the mail to find a coupon or
product reveal waiting. With these five direct mail marketing tips, you
can turn your next direct mail campaign into a sales success!
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
Now is the Right Time For Direct Mail
Four Principles of Direct Mail That Stand the Test of Time
Five Direct Mail Tips to Help You Reach Potential Clients
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...
- Stop switching between Email, Chats, Notes, Tasks, Calendar and Video
Callsóget it all in one powerful Inbox.
Anygood.app - Anygood is a simple
to-do based app that lets you store all those fresh recommendations you
might stumble upon in your life, all in one place.
Photoroom.com - Make
studio-quality product pictures in seconds! Remove or change
backgrounds, and showcase products in one click - For free.
Winno.app - Winno is an app where you
can get all the important updates to a story in one place, live. Both
fast-paced breaking news and slower developing stories alike.
Bloomberg.com - Bloomberg
delivers business and markets news, data, analysis, and video to the
world, featuring stories from Businessweek and Bloomberg News.
The world's first portal of highly-rated but little-known movies and
shows. Curated by humans and not algorithms.
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