Welcome to the Talon Mailing & Marketing August 2015 Newsletter.
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Direct Mail is Seeing a Resurgence
By Cormac Reynolds, business2community.com
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
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
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
6. It is particularly perfect for rewarding
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
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
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
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
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?
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
2. Use bright colors and a bold
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
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
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
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?
Calls To Buy A Computer From Abbott
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
The following exchange was written by Tom King, ©
Here is a link to the full item:
If Bud Abbott and Lou Costello were alive today, their infamous sketch,
'Who's on First?' might have turned out something like this:
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.
COSTELLO: No, the name's Lou.
ABBOTT: Your computer?
COSTELLO: I don't own a computer. I want to buy one.
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?
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?
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?
COSTELLO: For my office?
COSTELLO: OK, what did you recommend for my 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?
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
straight answers. What about financial bookkeeping? Do you have
anything I can track my money with?
COSTELLO: That's right. What do you have?
COSTELLO: I need money to track my money?
ABBOTT: It comes bundled with your computer.
COSTELLO: What's bundled with my computer?
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...
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
ABBOTT: No, you don't need a log. You just want to get the computer out
COSTELLO: Which ones?
ABBOTT: Which what?
COSTELLO: Which Windows?
ABBOTT: The only Windows you've got.
COSTELLO: So it doesn't matter which Windows?
You just want to get out of Windows.
(sound of wood and metal scraping followed by breaking glass)
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
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!
Tuesday August 18th, 2015. Yankees vs.
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Why Direct Mail is Seeing a Resurgence
6 Simple Ways To Engage Your Audience
A Humorous Look at Computers
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Direct Mail Humor!
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