Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing August 2020 Newsletter.

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It's Time to Use Direct Mail

By Kent Moon, Business.com

With the recent ease of restrictions, businesses should take full advantage of direct mail to amend customer relationships and pursue new customers.

As the country slowly begins to reopen, it is essential for businesses and organizations of all sizes to market themselves to their audience. The coronavirus has taken a toll on every single business, but in the coming months, it is very important to stay in contact with your target audience to ease the transition back to normalcy.

There is so much uncertainty in our world today because of the pandemic, and it has affected the business-as-usual lifestyle we are accustomed to. There are restrictions in place for day-to-day life, what products or services are available, and the state of your own business. To combat these concerns, you need effective marketing strategies now more than ever. Direct mail is a great way to reach an audience that is stuck at home, as it adds a personalized human touch to the interaction.

What are the advantages of direct mail?

Even in our world of digital advertisements, direct mail is still extremely effective. According to a recent study, direct mail marketing has a higher median return on investment (29%) than paid searches (23%) and online displays (16%). It is the largest expenditure for U.S local advertising, which means if your business isn't interacting with customers through direct mail, it's likely your competitors are.

Direct mail is also the preferred form of marketing contact for many customers. In a recent study, 73% of American consumers said they favor being contacted by brands via direct mail because it is the most convenient for them to consume. Direct mail also incentivizes customers to take action, as 76% of Americans admit to having been influenced by direct mail to make a purchase. These statistics provide further evidence that direct mail will continue to be very impactful to a business's customer base, even after a crisis.

Is it appropriate to market for your business right now?

If government restrictions have been loosened or completely lifted for your sector of business, it's a great idea to restart the marketing process. With these unprecedented circumstances in place, it is essential to promote your business post-pandemic to not only keep loyal customers but also reach new ones.

Consumers won't immediately return to your business, given their potential hesitations related to the crisis, so you must pay extra attention to craft an effective marketing strategy. A great approach could be to elaborate on what your business is doing to minimize the risk of spreading the virus, which would give your customers more peace of mind and further incentive to return to your business. If you focus on marketing, the demand for your business will increase as restrictions begin to lift and a semblance of normal life returns. Direct mail can help you take advantage of this important time in your business's reopening.

The Importance of Direct Mail to Your Marketing

By Phil Cohen, Lifehack.org

Direct mail is one of the least expensive and most effective marketing strategies. Here are some benefits to direct mail:

With the growth of technology and the internet, there has been a steady decline in direct mail marketing campaigns. However, there is a strong indication that a company could greatly benefit from implementing an integrated marketing approach. Touching a customer across multiple channels will not only increase your branding, but it also keeps your company top-of-mind for your potential clients. Research also indicates that direct mail is one of the cheapest and most effective marketing strategies. Here are some of the benefits to direct mail and how it can be used in conjunction with your other marketing strategies.

High Conversions

The United States Postal Service reported that 98% of consumers bring their mail in the day it is delivered, and 77% sift through it immediately. The ability to reach the consumer is one of the hardest parts of marketing, so direct mail, unlike email marketing, allows you to allude that pesky spam folder and get in front of your target.

Utilize this opportunity to mention an upcoming sale or event. Evoke a response or drive that customer to your website for more information. This will allow you the opportunity to communicate your message across a variety of different channels.


Direct mail is flexible in that it can serve a variety of different goals. It can be used as an invitation or short term promotional tool, like in the form of a coupon or sales collateral. This would be an excellent approach for a new company that is looking to drive initial use or generate quick revenue. However, this type of direct mail is not a long term sustainable approach for your marketing campaigns.

Direct mail can also be used as a reminder or informational tool. This is perfect for companies not looking to generate short term sales, but rather establish a long-term relationships with their clients. These mailers are usually very personalized and serve the purpose of reminding the client about their relationship. They could be the form of birthday cards or other holiday reminders, or even Newsletters that give that individual a glimpse into the inner workings of your company.

Direct mail can also be used as a tool to gather more information about your customer or your company; surveys and questionnaires are a great way to leverage direct mail, serving as an information gateway to your customers and also strengthens the relationship by receiving their opinions. You can also utilize this opportunity to gain more information such as email addresses, phone numbers, or other personal information that may be outdated or unknown.

Effective and Efficient

Direct mail is one of the most measurable forms of marketing—you can easily record the number of mailers that are sent out, and use coupons or codes to record response rates.

Not only is it measurable, but it also allows you to easily target your recipients. Unlike other forms of marketing that can hit outside of your target market, direct mail is personalized to the point that you are able to select a geographical target, demographical, or even physiological group.

Use Direct Mail in an Integrated Approach

The Direct Marketing Association reports that communicating to customers across multiple channels will greatly increases the customers value.
  • Across Two Channels: Increases the customers value 20-60%
  • Across Three Channels: Increases the customers value 60-125%
Direct mail is a great tool when used in conjunction with other marketing campaigns. It can utilize a message, develop a brand, generate short term return, or even gather important information. The benefits of this approach on your marketing campaigns is greater than the alternatives.

A successful marketing campaign depends on a variety of factors, but essentially, the process hinges on the ability to reach the target market, effectively communicate a message, and monitor the results. Even though there is a trend towards digital marketing and online media, direct mail still remains a very important part of the marketing mix and should be a part of your business.

Do you think direct mail impacts your purchasing behavior?
Five Details to Make Your Postcard Mailing Successful

From: Thinkrealty.com

While some businesses are relying on digital marketing to generate leads, postcard mailings stand the test of time and can yield better results:

Jamie Wooley, founder of W Streets, (one of the largest-volume individual wholesalers in the country), still mails postcards every single month. Wooley made one of her favorite cards available for Think Realty readers (shown above), and we have broken down some of the details in this marketing piece that make the messaging on this postcard particularly effective.

“Handwritten” Message:

This makes the postcard feel more personal and also increases the odds that the recipient will read it. Handwritten notes are a point of greater curiosity than typewritten ones.

Red Ink:

Investors often use red or blue ink on their postcards in order to further emphasize the “handwritten” aspect. Red also attracts attention, pulling the eyes and attention in, even if the recipient had not intended to read the materials.

Personalized Information:

The postcard is addressed to the recipient by first name, includes his address to demonstrate the interest in the specific property, identifies the sender, Jamie, and describes in the very first line what Jamie does.

Address Concerns Up Front:

Wooley addresses three major concerns potential leads usually have about selling their properties on the postcard, making it more likely the recipient will call her. She notes that the purchase will be made with cash, that the condition of the home does not matter, and that she will not charge realtor fees or require appraisals or repairs.

Clear Call to Action:

Wooley wants the homeowner to reach out via phone, either by calling or texting. That is the only option she presents on the postcard and states her preference clearly. The word “TEXT” is capitalized, emphasizing that a phone call is not the only option.

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-mailing.com or contact Michael Borkan at (631) 667-5500 x 11.

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In this Issue:

It's Time to Use Direct Mail

The Importance of Direct Mail to Your Marketing

Five Details to Make Your Postcard Mailing Successful

New Clients

Mike Borkan's Apps & Links - Apps & 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:
  • Paws of Honor

  • WellnessLogix

  • 2 New Lists From Various List Managers and Owners

Mike's Favorite Apps & Links:

Some interesting things to check out...

Allbusiness.com - This is one of the most comprehensive sites on the Web for entrepreneurs and growing businesses. AllBusiness.com features articles, advice, forms, agreements, and videos covering small business topics, M&A, venture capital, angel financing, sales and marketing, careers, and more. The site offers over 33,000 articles written by experts from many different fields.

PodBot.ai - Effortless Podcasts! PodBot.ai generates and records a podcast episode about your topic of interest. Completed with a generated host, researched but made up content, opening music summary and cover photo.

Brainscape.com - The World's Smartest Flashcards. Learn twice as fast, and remember longer. The site has thousands of classes and topics.

You.regettingold.com - Fun site! Enter your birthday and learn how old you really are!

Camp Google - A free camp for kids. Two engaging weeks of interactive activities and assignments which will make this extended summer memorable for kids at home.

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.

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