Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing August 2015 Newsletter.

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Why Direct Mail is Seeing a Resurgence

By Cormac Reynolds, business2community.com

With so much to offer, direct mail is seeing a significant resurgence within today’s world of marketing.

The world of Direct Mail is rapidly changing and where once it was universally regarded as a dying marketing medium, today it's bigger, better and more innovative than ever before.

Yet all too many businesses continue to overlook what can be an invaluable part of their marketing campaign, so in this blog article we look at why direct mail is seeing a resurgence, and what this may mean for the modern business.

The reasons behind direct mail’s resurgence:

1.  It offers a more innovative range of options than previously
Previously direct mail options consisted of nothing more than a few design options and a choice between paper and card. However today there exists more options than ever before, where marketers can includes coupons, brochures and integrated technology (such as is seen with QR codes).

2.  It can convey emotion
Direct mail affords the marketer a rarity: and that is the commodity of time. Time to communicate your message, convey an emotion and convert your customer.

3.  It provides physical items that can serve a range of purposes
Marketing materials such as email and mediums such as television adverts can be considered as fleeting opportunities to achieve your goal, and if you don’t manage to convert your customer there and then, then chances are that all your efforts have gone to waste. In comparison direct mail can produce physical items that are kept by the consumer, such as brochures, guides or calendars (to name but a few) that can serve as a continual subconscious reinforcement of your brand and your marketing message.

4.   It offers a better immediate response rate than that of email
According to Royal Mail's "The Private Life of mail" study, when compared to email marketing direct mail receives a significantly better response rate and where the latter sees 45% of users taking some form of immediate action, direct mail has a rate of 79%.

5. It garners a better customer generation rate than email
Direct mail also outperforms email in others areas too, such as when generating new customers; this difference equates to 10% more customers (accounting for direct mail’s 34% and email’s 24% rate of customer generation.

6. It is particularly perfect for rewarding consumer loyalty
Direct Mail makes for a medium that is as suited to new product launches as it is for sale promotions, however one area where it has been known to be apart aryl successful is when rewarding existing customers, with 70% of people actively welcoming mail that rewards their loyalty (Central Mailing 2013).

7. It provides an excellent ROI
When direct mail is based upon solid market research, professional design and a carefully crafted message direct mail provides for an excellent return on investment.

8. It makes people feel more valued
When compared to other marketing options Direct Mail has the ability to make consumers feel more valued (Central Mailing Services Ltd 2014).

9. It can meet the needs of even the most targeted of campaigns
Direct mail campaigns are by their very nature, incredibly targeted. You can leverage customer data and build a comprehensive sales funnel that includes both direct mail, as well as messages delivered via other means with the same data (such as via email, where your efforts can be built upon with time critical messages, such as 24 hour flash sales that are known for their high conversion rates).

10. There’s less mail to contend with
As companies continually shift over to paperless billing and other marketing mediums there continues to be ever decreasing amount of mail that lands upon the average household’s matt. This means that your potential consumers are more ready, willing and time rich to listen to the message that you’re delivering through direct mail.

11. It can be measured, analyzed and improved
As any marketing manager knows the ability to measure marketing efforts, their successes and failures, is essential in continually improving campaigns, customer conversions and, ultimately, that bottom line. Thankfully direct mail also lends itself to being easily measured, providing for a medium that returns data upon costs per lead, overall results and, in some instances, the demographics that have been subject to conversion.

12. It’s tried, tested and trusted by marketers the world over
Despite a dip in popularity in recent years it’s true to say that direct mail has always remained a relative firm favorite for companies of all shapes and sizes the world over. What’s more with success yields that are improving year on year it seems that the resurgence of the popularity of direct mail is well and truly cemented (Media Horizons 2013).

The landscape ahead for direct mail

With so much to offer, direct mail is seeing a significant resurgence within today’s world of marketing. What’s more as technology evolves and the way in which marketers merge online and offline worlds it seems that this is a marketing medium that has never looked so fluid, promising, or so exciting.

Six Simple Ways To Engage Your Audience With Direct Mail Postcards

By Mike Ryan, Cactus Mailing Blog

You could say that simplicity is the key to success with direct mail postcards.

In a world where customers are increasingly impatient, you have to make your marketing point clearly and quickly – and convincingly enough to thoroughly engage your audience.

The mere arrival of a postcard in someone’s mailbox is engaging. It’s simply impossible to ignore postcards because they are inherently intriguing – hey, what’s this?  Is it from someone I know?   Is it a special offer on some product or service I’ve been looking for? 

Your recipient automatically wants to know more. Even so, they won’t bother to look more closely unless you take specific steps to make that happen.

Here are 6 simple ways to engage your audience with direct mail postcards:

1. Make it big enough to really stand out among other mail.

The smallest 4×6 inch postcards can sometimes be a perfectly good choice for marketing purposes, but for most businesses and campaigns, larger 5.5 x 8.5 or 6 x 11 sizes perform even better. They literally offer a larger presence that says “pick me, pick me!” And they provide more space to include additional important information or more/larger photos, which can be a distinct advantage for certain businesses such as yard care services or restaurants where photographic “evidence” of your great work is essential.

2. Use bright colors and a bold headline.

In order to engage your audience, you first have to get their attention. Once they’ve picked up your postcard, you have only a fleeting moment to convert them to a reader. Bright colors and a bold headline give them an instant idea what your postcard is all about. Are you a pool service, a dentist, a bar and grill or a health club?

3. Use bullets to make scanning easy.

Imagine reaching into your own mailbox and retrieving a postcard covered with a sea of type. Would you read it? Of course not. Because we’re all impatient these days, we’ve become an audience of scanners. Make your direct mail postcards scanner-friendly by using bullets to deliver multiple salient points as concisely as possible.

Bullet benefits – why your products or services are superior or other characteristics of your business that set you apart from others — in other words, what’s in it for your postcard recipient to choose you over someone else?

Along that same line, other types of quick-reference visuals can validate your professionalism and credibility – short testimonial quotes, social media icons, logos of the professional or business organizations you belong to, professional accreditations or awards, etc. No one wants to be a guinea pig, so the more “proof” you can offer as to your business stability and value, the more engaged your audience will be.

4. Clean design.

It’s tempting to cram too many visual elements onto a postcard, out of fear that you have to tell your entire story to your audience all at once. Unfortunately, visual overload makes it impossible for the human eye to focus on any one thing. It’s as off-putting as too much text. You’ll engage a lot more prospects with simple design that presents key elements in a layout that’s inviting and easy to follow.

5. Make sure you’re using the right mailing list.

You can’t engage anyone if you’re mailing to people who aren’t part of your target audience.

6. Make them an offer they can’t refuse.

This is really the bottom line when it comes to engagement, because it’s a step-by-step process. You’ve engaged appropriate recipients by delivering useful information about your products or services, in a way that makes them want to take a closer look. They’re interested, but they may be waffling. Convince them to respond now with an incentive and a deadline. If they don’t act now, they’ll miss out. What could be simpler than that?

Costello Calls To Buy A Computer From Abbott

It's summer, and we can all use a little down time and fun; so here's a humorous look at the world of computers and the trials and tribulations we all go through with them.

You have to be old enough to remember Abbott and Costello and too old to REALLY understand computers, to fully appreciate this.

For those of us who sometimes get flustered by our computers, please read on...

The following exchange was written by Tom King,
© 2004, 2009.

Here is a link to the full item: http://twayneking.blogspot.com/2009/05/costello-calls-to-buy-computer-from.html#.VaZcN7XWVtg

If Bud Abbott and Lou Costello were alive today, their infamous sketch, 'Who's on First?' might have turned out something like this:

ABBOTT:   Super Duper computer store. Can I help you?
COSTELLO: Thanks I'm setting up an office in my den and I'm thinking about buying a computer.

ABBOTT:   Mac?
COSTELLO: No, the name's Lou.

ABBOTT:   Your computer?
COSTELLO: I don't own a computer.  I want to buy one.

ABBOTT:   Mac?
COSTELLO: I told you, my name's Lou.

ABBOTT:   What about Windows?
COSTELLO: Why?  Will it get stuffy in here?

ABBOTT:   Do you want a computer with Windows?
COSTELLO: I don't know. What will I see when I look at the windows?

ABBOTT:   Wallpaper.
COSTELLO: Never mind the windows.  I need a computer and software.

ABBOTT:   Software for Windows?
COSTELLO: No. On the computer!  I need something I can use to write proposals, track expenses and run my business.  What do you have?

ABBOTT:   Office.
COSTELLO: Yeah, for my office.  Can you recommend anything?

ABBOTT:   I just did.
COSTELLO: You just did what?

ABBOTT:   Recommend something.
COSTELLO: You recommended something?

ABBOTT:   Yes.
COSTELLO: For my office?

ABBOTT:   Yes.
COSTELLO: OK, what did you recommend for my office?

ABBOTT:   Office.
COSTELLO: Yes, for my office!

ABBOTT:   I recommend Office with Windows.
COSTELLO: I already have an office with windows! OK, let's just say I'm sitting at my computer and I want to type a proposal.  What do I need?

ABBOTT:   Word.
COSTELLO: What word?

ABBOTT:   Word in Office.
COSTELLO: The only word in office is office.

ABBOTT:   The Word in Office for Windows.
COSTELLO: Which word in office for windows?

ABBOTT:   The Word you get when you click the blue 'W'.
COSTELLO: I'm going to click your blue 'W' if you don't start with some straight answers. What about financial bookkeeping?  Do you have anything I can track my money with?

ABBOTT:   Money.
COSTELLO: That's right.  What do you have?

ABBOTT:   Money.
COSTELLO: I need money to track my money?

ABBOTT:   It comes bundled with your computer.
COSTELLO: What's bundled with my computer?

ABBOTT:   Money.
COSTELLO: Money comes with my computer?

ABBOTT:   Yes. At no extra charge.
COSTELLO: I get a bundle of money with my computer? How much?

ABBOTT:   One copy.
COSTELLO: Isn't it illegal to copy money?

ABBOTT:   Microsoft gave us a license to copy Money.
COSTELLO: They can give you a license to copy money?

ABBOTT:   Why not?  THEY OWN IT!

A few days later...

ABBOTT:   Super Duper computer store. Can I help you?
COSTELLO: How do I turn my computer off?

ABBOTT:   Click on 'START'
COSTELLO: Now don't you start that again....

ABBOTT:   But I thought you wanted to 'STOP'
COSTELLO: That's right. This thing has been on for 3 days and I can't find the 'STOP' button.

ABBOTT:   Click on 'START'
COSTELLO: I don't wanna start!

ABBOTT:   But you have to click on 'START'.
COSTELLO: Why do I have to click on 'START'?

ABBOTT:   So you can stop.....
COSTELLO: So I have to click on 'START' to 'STOP'?

ABBOTT:   That's so you can log off.
COSTELLO: I click 'START' and then I log off?

ABBOTT:   That's right, you log off.
COSTELLO: I log off?

ABBOTT:   That's right, now go ahead and log off.
COSTELLO: What if I don't have a log. I DON'T EVEN HAVE A FIREPLACE!!!!!

ABBOTT:   No, you don't need a log. You just want to get the computer out of Windows
COSTELLO: Which ones?

ABBOTT:   Which what?
COSTELLO: Which Windows?

ABBOTT:   The only Windows you've got.
COSTELLO: So it doesn't matter which Windows?

ABBOTT:   You just want to get out of Windows.

(sound of wood and metal scraping followed by breaking glass)

ABBOTT:   Lou, what was that?
COSTELLO: Oh, I threw the computer out the front windows!

ABBOTT:   You what?!!!
COSTELLO: You said it didn't matter which windows, so the front windows was closer than the back ones....

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 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! 

  • Tuesday August 18th, 2015.  Yankees vs. Twins 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.com or contact Michael Borkan at (631) 667-5500 x 11.

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In this Issue:

Why Direct Mail is Seeing a Resurgence

6 Simple Ways To Engage Your Audience

A Humorous Look at Computers

Ticket Giveaway!

New Clients

Mike Borkan's Links - 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:
  • Quality Data Management

  • Councilwoman Jane Bonner

  • 4 New Lists from Statlistics

Mike's Favorite Links:

Some interesting links...

Getapp.com - Discover, compare and choose the right business apps. Over 3,000 apps to help grow your business.

Wiman - Find free Wi-Fi networks wherever you are.

Periscope.tv - The next big media site? Periscope lets you broadcast live video to the world.

Brainpump.net - Learn something new and feed your curiosity.

Camp Google -  A free camp for kids, full of fun science activities and adventures led by experts. Everyone is welcome, and you can jump in anytime.  

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:

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