Welcome to the Talon Mailing & Marketing August 2013 Newsletter.
To view this newsletter using your Internet browser click here:
Retailers Hit Their Targets With Direct Mail
by Allan Nahajewski
Question: How do you sell luxury watches and
some of the finest clothes in the world?
Answer: Through the mail, of course.
How about a 24-day, $66,950 private jet excursion?
The prestigious, exclusive travel company uses direct mail to get the
message out about its luxurious trips by private jet, where consumers can
travel around the world and explore ancient civilizations.
To attract high-end customers, the company mails a 20-page packet complete
with vivid pictures and detailed trip information. A representative from
the exclusive travel company said, “We know from our travelers that the
print catalog is still a piece that is very much valued. Many of our
travelers use our catalogs to browse and get ideas and then may opt to
book by phone or make their reservation online, so direct mail is very
much an important part of our overall strategy.”
Direct Mail’s Three Distinct Advantages
“Marketing through direct mail affords three distinct advantages,” says
Kirk Swain, principal, DirectMail.com.
First, direct mail allows luxury retailers to specifically target buyers
by income level, so they can extend offers exclusively to individuals who
are financially able to accept those offers.
Second, commodities with a high single-transaction value
are well suited to direct mail, as low response rates aren’t an issue when
fewer sales are needed to offset the expense of the mailing.
Third, direct mail can provide access to data, allowing
retailers to identify people who may have purchased the same or similar
items in the past, and send them a letter.
Upscale Department Stores Choose Mail
A look at how luxury-oriented department stores incorporate direct mail
into their marketing mix finds an array of techniques to pull in consumers
and showcase the quality of their merchandise:
Direct mail serves as the focal point of a prominent department store’s
multichannel campaign that features barcodes, online, mobile, social media
and catalog touch points. The company has placed mobile barcodes on almost
every page of its women’s and men’s catalogs, which allow consumers to
learn more about the new styles featured in the catalog. Additionally,
underneath each QR Code, there is an SMS call to action.
A two-part catalog with up-and-coming design students,
models, actors and musicians from New York showcases a department store’s
urban, edgy spirit. The first part consists of the new crop of New Yorkers
modeling collections, while the second part is purely to showcase
products. The catalog is made with a thicker-weight paper and is bound.
Its unique fold-out mechanism is also helpful to differentiate the catalog
from other retailers.
Mail steers consumers to another luxury retail chain’s
blog, mobile site, stores and website using touch points in its catalog.
The retailer implements calls-to-action to its blog via barcodes while
also drawing consumers to its store to check out the season’s newest
looks. The catalog is double-sided and includes editorial, interviews and
One luxury watchmaker mails two types of print catalogs —
an 18-page catalog for women and a 150-page catalog of products and
history — to convey an attitude of elegance and to engage both returning
and new consumers in a way that fully showcases the brand’s diverse
audience around the world.
George Eddy, president of Denver-based Heinrich Marketing, tells the story
of trying to convince the administrators at an exclusive private school to
use direct mail to attract new students.
“At first, they looked at me as if I had a third eye,” he says.
The school had been using soft-sell radio ads for student recruitment,
similar to the efforts of its primary competitor in the market. Heinrich
Marketing pulled together a campaign with 3-D high-end mailers at an
average cost of $8 to $10 per piece.
The mailings were targeted. One appeal reached well-to-do parents of
students already enrolled in private schools. Another targeted wealthy
parents with students in public schools. Each mailing included a DVD and a
more direct appeal than the radio commercials offered.
“It worked,” says Eddy. “We were able to boost enrollment far beyond what
the radio campaign could do.”
Writing Habits For Great Marketing Brochures
by Lynne Saarte
Writing a brochure may sound easy, but it's not. Here are some ideas to
You have to be “particular” with your writing habits when
you print brochures. Brochure printing requires writing styles and
techniques that are short, detailed but impact oriented. Do not worry
though, this kind of skill is easily learned with the right kind of
foundation. In this guide, I will teach you the essential writing habits
for composing great marketing brochures. Follow these habits precisely
and your writing should become better for brochure printing.
1. Writing concisely and
shortly. The first essential habit in writing
for color brochures are to write in a way that is short and concise. A
brochure is not a booklet or a novella. Basically you have a limited
amount of space to explain your important marketing messages and details
to readers. So you have to practice the habit of writing short, concise
but very detailed information that readers need. Usually you will need to
cut down on allusions, stories and long winded examples. You just need
the bare facts and the short artistic prose that you need to make it
sound great. No more and no less.
2. Using key power words for impact.
Another essential writing habit for brochure printing is the use of power
words. There are several powerful words in the English language that gets
people to look at and even respond to your brochure content. Words like
“You”, “Save”, “Money, “New” and “Love” are the top five examples of such
words. There are some general power words like this for most brochures,
while there are other specific power words for your specific market or
industry. Use these words on your brochure headlines and sub headlines to
make your content more engaging and interesting to your readers. This is
a great habit to adopt to add more chances of success with your color
3. Writing for memory. Another
important writing habit in brochure printing is focused on memory. Since
brochures are a “quick read” for most people, you have to write in a way
that is easily remembered even in that quick time. Hence, it is good to
format and write your content in terms of lists, sections and general
chunks of information that people can easily understand and remember. Do
ordered and unordered lists if possible, and try to add in some mnemonic
devices such as acronym reminders to make sure people remember something
out of your brochure content. Trust me, this goes a long way in making
your color brochures really impact the readers, so try and do this when
4. Target oriented writing style. It
is also an essential writing habit to be target oriented when writing for
print brochures. In most instances, you should have a target market or
audience with your brochures. By trying to write in a style that is more
appropriate and attractive for that audience, you can get more responses
from your color brochures. So try to learn about your market. Know their
“language” and interests and write in a way that matches that. With
brochures that are written in their own style, those target markets
should be more attracted and engaged with the color brochure.
5. Detail and completeness. Finally,
it is also essential to always write all the important details completely
in brochure printing. You will not want to give the readers an incomplete
picture of what your marketing message is. So it is an essential habit
always be complete with all the things you need to say. It is only
natural to do this since it is your responsibility to give the whole
message to readers.
So those are the essential writing habits for composing great brochures.
Take note of all of these and making great content should get easier for
Gmail's New Inbox an Email Marketing Killer?
by Theresa Cramer, econtentmag.com
Email marketers are going to have to rethink email. With 425 million
Gmail users in June of 2012, marketers certainly can't ignore changes to
Gmail users probably noticed a change in their inbox
recently, which was-at least in my opinion-for the better. I'd been
thinking about a way to better deal with the dozens of emails I get every
day from GAP, Ann Taylor, Petco, Petsmart, Groupon, and on and on. Then
Google did it for me by introducing tabs to my inbox: Primary, Social, and
Promotions. (You can also add Updates and Forums to your tabs but I
haven't. And you can turn them all off if you'd prefer.)
Email from real people goes into my Primary box. Email telling me that I
have a new Twitter follower or someone tagged me in a photo goes to
Social, and all the aforementioned email from companies selling stuff ends
up under the Promotions tab. This represents a win for those of us trying
to take our lives back from the monster task that is dealing with email,
but a huge blow to email marketers...maybe.
You see, it's not that I want to stop getting emails offering 20%
discounts at my favorite stores-if I did I would just unsubscribe. I
simply don't want to have to wade through them first thing in the morning
to get to my "real" email. The tab actually makes it less likely that I
will mass delete promotional emails just to get them out of the way, and
I'm not the only one who feels this way.
Apparently some marketers are worried about the mobile version of Gmail
and the way the tabs for non-primary emails appear off to the side. Again,
I think this is wrongheaded. When those promotional emails pop up on my
iPhone I delete them as fast as I can to save precious screen real estate.
Besides, I won't be making any impulse purchases of sweaters or dog treats
from my phone, it's just not my preferred online shopping experience. (The
Amazon app on my iPad is a dangerous thing, though.)
Of course, marketers don't quite see it my way. "While it's still too
early to assess the impact of being placed in the Promotions folder on
open rates, what is almost certain to change is when consumers open
marketers' emails," says Jordan Cohen, vice president of marketing at
Movable Ink. "There's been a lot of effort around ‘Send Time Optimization'
-- ie, sending email at the times when consumers are most likely to view
and open them -- that Gmail's tabbed inbox really messes with. Marketers
will need to begin thinking about sending offers to Gmail users that
remain relevant, regardless of the time they're opened."
So how can email marketers combat the loss of visibility that comes with
Gmail's new inbox?
"They key is to make the most of your emails when consumers do check the
"Promotions" tab and keep in mind that when they do check the "Promotions"
tab, they have actively made a decision to do so, so they are more likely
to be in a higher intent buying mode - so all hope is certainly not lost,"
says Cohen. "But marketers do need to account for the greater length of
time that will take place between the moment they hit the send button, and
the moment the recipient actually opens the email. A marketer's
ever-popular ‘One Day Only Sale' email might be expired by the time the
recipient gets around to visiting the Promotions tab. Travel and event
tickets, and limited availability inventory might be sold out."
Email marketers are going to have to rethink email. With 425 million Gmail
users in June of 2012, marketers certainly can't ignore tweaks to the
program, but it doesn't have to be a catastrophe. This may be just the
kick in the pants marketers need to reimagine new, agile campaigns.
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 don’t 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!
Wednesday August 21st, 2013. Yankees vs.
Blue Jays 7:05
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.com or contact Michael Borkan at (631) 667-5500 x 11.
If you do not wish to receive the Talon Mailing & Marketing Newsletter
Luxury Retailers Hit Their Targets with Direct Mail
Five Writing Habits For Great Marketing Brochures
Is Gmail's New Inbox an Email Marketing Killer?
Mike Borkan's Links - Web sites you probably
View Samples of Our Work
Direct Mail Humor!
Talon welcomes the following new clients this month to our growing roster
Franklin First Financial
12 New Lists from Statlistics
Mike's Favorite Links:
Some interesting links...
trello.com - Organize anything, together.
Trello is a collaboration tool that organizes your projects into boards.
In one glance, know what's being worked on, and who's working on it.
thedsgnblog.com - Brings you
carefully picked high quality inspiration, featuring works of designers
and design studios from all over the world.
poolga.com - iPhone, iPad and iPod Touch
wallpapers for the rest of us. Unique designs and illustrations for mobile
renthackr.com - See what people are
paying for rent and forecast when apartments will open up.
pr-inside.com - Website for the free
submission of public relations distribution, news, and press releases.
video2mp3.net - The leader in
converting videos from YouTube to MP3. The site has custom made software
to quickly convert virtually any video from YouTube or other video sites
to a high quality MP3 audio file.
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
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