Welcome to the Talon Mailing & Marketing August 2016 Newsletter.
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Direct Mail Is Far From Finished
By Scott Taylor, huffingtonpost.com
Research shows that 41% of people over 65, don't
use the internet at all. For marketers, thatís a huge segment that can't
be targeted by email or social media.
Are you part of the 33% who find direct mail the most
effective way to remember a product? How about the 79% of consumers who
will act on direct mail immediately? Or maybe youíre part of the 74% of
consumers who canít wait to find out whatís in their mailbox? If so,
then no doubt youíre already well aware that direct mail is far from dead.Seven
Marketing Podcasts You Should Listen To
With the online consumer having an attention span of around eight seconds
(yes, less than a gold fish), the online landscape exploding into a fierce
battle of the brands and email marketing failing to hit targets for many
businesses across the country, it may be time to the consider bringing
direct mail marketing back into the fold of your strategic marketing plan.
If youíre still skeptical of the results direct mail can harness, here are
five reasons why direct mail is very much alive and kicking.
Direct Mail is Tangible
Is there a marketing method that offers a more tangible solution than
direct mail? With the current generation bombarded with video ads,
remarketing and PPC every time they even touch a screen; direct mail
offers you the chance to get something real into the hands of your
audience creating a connection that just isnít the same with email or
other online advertisements. Plus, once the audience opens a piece of
direct mail, studies show they are far more likely to take the time to
look over the offer than they would in comparison with email marketing.
Direct Mail Takes Personalization to a New Level
While one part of marketing is your ability to communicate your message
clearly, the other side is about building relationships with your
customers. The key to building relationships? Getting personal and showing
that you both know and understand your customer. The results can be
staggering too. Studies successfully showed that using personalized direct
mail as part of a wider digital strategy can see response rates for a
campaign hit over 20%. You wonít find those numbers with online marketing.
Direct Mail is the Brand Awareness King
With an estimated 81% of brands using social media to build awareness
around their brand you cannot be blamed for looking further afield than a
Facebook page for your brand building strategies. While direct mail is
also a competitive discipline, there is less direct mail going out than
ever before and with nearly 80% of consumers saying they will open all
their postal mail (including the so called Ďjunk mailí) you can be almost
certain that your message will end up with the right eyes on it and less
competition with it.
Direct Mail Complements a Digital Strategy
While some will find it super helpful to receive offers after theyíve
abandoned a basket, others will fail to receive those emails or just find
it downright creepy. ĎHow did they get my email address?!í While Iím sure
some people will feel the same after receiving a piece of direct mail,
studies have shown that direct mail sent within 24 hours of an abandoned
online basket can have a conversion rate of over 40% and outperforms email
by 16%. The results of multimedia marketing can be seriously impressive
and direct mail can play a pivotal role in reaching certain customers
offline that refuse to be contacted online.
Direct Mail is Open for All Audiences
Ok, so while my Grandad may be super tech savvy, recent research shows that
41% of people aged over 65 years do not use the internet at all. For
marketers, thatís a huge segment that cannot be targeted using PPC, Email
or social media. Direct mail allows you to keep your offers open to all
audiences rather than just the majority who fit your online strategy.
Direct Mail Allows Creativity
Forget the postcard, catalogue or pamphlet, 2016 direct mail campaigns are
all about getting creative and delivering something that your customers
cannot resist. From British Gas delivery brews to businesses across the
country to businesses even using Game of Thrones to improve their
campaigns, direct mail allows for a wealth of tangible creativity that
just doesnít exist online.
By Dave Delaney, Tennessean.com
To stay up to date, I subscribe and listen
to several fantastic marketing podcasts. The following are a few of my
favorites that will help you, too.
I am a big fan of podcasting, which explains why I have written about the
medium several times in The Tennessean over the years. I
have hosted and produced multiple podcasts, and I have even co-hosted a
workshop to teach people how to create a podcast from scratch. As a
digital marketing consultant, I need to stay abreast of new trends and
technologies to recommend to my clients. To stay up to date, I subscribe
and listen to several fantastic marketing podcasts. The following are a
few of my favorites that will help you, too.
The BeanCast. Each week, host Bob Knorpp welcomes a panel of advertising
and marketing experts to discuss current industry news. There are always a
few laughs and ah-ha moments. This show leans more toward advertising than
marketing, but is still extremely valuable to marketers.
Marketing Over Coffee. I still remember back when hosts John Wall and
Christopher S. Penn used to meet early in the mornings at a local Dunkin
Donuts to record this show (hence the name). Both hosts are true kings of
marketing who share industry secrets and opinions that will help you fuel
your own marketing efforts. If you are seeking a conversational podcast that leans more towards marketing technology, this one is for you.
Beyond the To Do List. Erik J. Fisher hosts this interview show about ways
to improve your productivity. It's not a marketing show, but everyone
should strive to be more productive. If you are looking for clarity and
techniques to get more done in a day, donít miss this one. http://beyondthetodolist.com
Six Pixels of Separation. Mitch Joel is a well respected thought-leader,
author, speaker and business leader in the digital marketing space. Each
week he welcomes a guest author who shares insights. Joel isnít afraid of
playing devilís advocate, which helps keep the discussions interesting.
Duct Tape Marketing. If you are seeking a podcast that leans more toward
sales but still includes plenty of marketing tips, donít miss John
Jantschís podcast. John is one of the best small business marketing
consultants out there. www.ducttapemarketing.com/blog/category/podcast
Marketing Smarts From MarketingProfs. Kerry OíShea Gorgone is a smart,
personable host. This podcasts delivers actionable insights and real
marketing advice from industry experts. Gorgone brings a refreshing sense
of humor and personality to her style. She interviews authors and experts
in marketing. I recommend subscribing to the MarketingProfs email
newsletter, too. www.marketingprofs.com/podcasts
Social Media Examinerís Social Media Marketing Podcast. Michael Stelzner
interviews his guests to discuss marketing tips related specifically to
social media. I love how he reiterates key points and pushes his guests to
outline their tactics simply. If you are seeking marketing knowledge in
social media, check out this show. www.socialmediaexaminer.com/podcasts/
Whether you are building your business or career, everyone needs to be a
better marketer. I am confident these seven podcasts will help you achieve
If you enjoy the shows, be sure to leave a review in iTunes. Consider
paying for the free advice with some positive words and a five-star
rating. I know each host will love you for it.
Practices For Direct Mail
By Michael Lundberg, bizcommunity.com
In this age of ultra-technology, direct mail marketing is showing no sign
of being out-dated. Itís still regarded as the most effective marketing
Are you are stuck with new era digital marketing challenges like email
deliverability, bounce rate, maximum opens or clicks, to CTAs? If yes,
then just pause for a while and get back to the old school method of
marketing that is 'Direct Mail'.Best Practice #1: Target customization and
Yes, in this age of ultra-technology, direct mail marketing is showing no
sign of being out-dated. Itís still regarded as the most effective
marketing tool. But yes, direct mail has transformed immensely from
sending postcards, fliers, pamphlets, catalogues - it has evolved to send
relevant content and personalized direct mails.
All successful direct mail campaigns are run on five best practices in
direct mail campaigns, as mentioned below:
Send a relevant message at the right time to the right customers and
prospects by using customer segmentation and profiling, as this makes
your recipients more likely to connect and generate qualified leads.
Optimize your direct mail marketing campaigns by using an updated and
verified mailing list, and track the response rates based on your
customersí behavior or buying patterns. Target your customers with
customization and personalization depending on their socio-economic
demographics, lifestyle attributes, and geo-location and buying patterns.
Send direct mail messages using recipientís correct and full name, along
with highlighting sections of the catalogue which are relevant to your
Best Practice #2: Include ĎDirect Mailí in all marketing
Make sure that you do not forget to include direct marketing in your
overall 360-degree marketing campaigns, along with digital marketing. Do
make optimum use of your mailing address and send out multiple marketing
campaigns in sync with your direct mail communication. Get email
addresses of your direct mail recipients and email them an online coupon
codes, sale offers using related or similar images to your social media
and direct mail campaigns. This will give your customers and prospects a
signal that they are on the same page of communication.
Best Practice #3: Add effective calls-to-action words
Just like digital marketing campaigns, even your direct mail messages
must contain effective calls-to-action (CTAs). These CTAs should be
short, crisp, and yet compelling enough for your readers to take some
action, like using the code given, visit your social media profile, or
send an enquiry through an email. Not only in digital marketing, but also
in direct mail marketing, catchy CTAs bring maximum response rates and
Best Practice #4: Give more than one way to respond
Make sure that you provide more than one way for your message recipients
to respond. Create a hassle-free preference for customers to respond,
which includes as many ways to respond. Apart from your business mailing
address also mention another point of contact information like QR Code,
coupon code, scratch card, official website, and social media URLs with
icons and username, email address, and contact numbers.
Best Practice #5: Give complete information
The way your customers or prospects read a message on an email is
different than they read in direct mail. Direct mails have more room to
place marketing content in an effective manner. Ensure that your message
content is focused on customers highlighting the benefits they get on
buying it, rather than only the features of your products and services.
Also, its a great way to flaunt what your loyal and regular customer has to
say about your company and its products in Ďtestimonialsí. These
authentic testimonials (along with pictures) are very effective and
generate qualified leads. These physical mails give better and complete
information about company and products.
These top five best practices are different ways to achieve marketing
goals by providing enough options for customers to respond or act on our
marketing messages. A key to successful direct mail marketing is to have
complete, correct and clean customer databases, as without that either a
message will be undelivered, or contain content which your recipients may
find irrelevant. With a high-quality mailing address database, you can
launch an effective direct mail campaign by sending relevant and
personalized messages to your customers and prospects.
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!
Wednesday August 16th, 2016. Yankees vs.
Blue Jays 7:05
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Why Direct Mail Is Far From Finished
Seven Marketing Podcasts You Should Listen To
Best Practices For Direct Mail
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Direct Mail Humor!
Talon welcomes the following new clients this month to our growing roster
Mike's Favorite Links:
Some interesting links...
typeanything.io - A free and awesome typography tool to create and
test font combinations for your projects.
shinetext.com - Daily tips for self-fulfillment texted to you every
elsaspeak.com - Your virtual pronunciation coach.
- Senders post details and pictures of the item they want to send and
drivers make offers based on location, price, ratings and reviews. Double
acceptance puts both sides in control.
nerdwallet.com - Compare credit cards and earn hundreds of dollars in
sign-up bonus points.
iflscience.com - The funny side of science. Quotes, jokes, memes and
more. They're dedicated to bringing the amazing world of science to you.
Did you know Talon offers the following services?
Click on the links below to see samples.
Direct Mail Humor!
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