Welcome to the Talon Mailing & Marketing August 2021 Newsletter.
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Importance of Creative Quality in Advertising Impact
By Dildeep Singh, Business2Community.com
Marketers are so caught up in using technology
to reach the right person at the right time with their ads that they
often overlook the importance of creative quality.
There’s no point in delivering an ad to someone if they
automatically dismiss it. According to Ipsos, 75% of advertising impact
is determined by the creative quality of the ad. Even so, creative
messaging often gets lost behind ad targeting and placement.
Why Creative in Ads is So Important
Creative Quality is 4x More Important Than
Media Plan Quality: If the statistic from Ipsos wasn’t
enough, how about this one? A study from comScore shows that creative
quality drives over half of sales changes for the brands involved in the
study. This was four times the impact of the media plan used and
highlights the importance of being creative with ads.
Creative Quality is 5x as Important as
Targeting for Ad Awareness: The idea that creative
quality is more important isn’t just limited to the United States. The
“Power of Creation”, the largest study of perception and impact of
online display creative in the German market, had some interesting
results. The research included a benchmark analysis of 270 studies
involving over 40,000 participants. The study showed that creative is
roughly half (47.3%) of the equation on if people will look at ads.
That’s five times targeting at 10.7%.
Better Creative Pushes Better Engagement:
Any study that investigates this shows that ad standards that
focus on creativity are more impactful than those that hinder
creativity. These studies all looked at the same ad creative across
standard ad formats and an IAB, or Interactive Advertising Bureau, ad.
This isn’t exactly the best apples-to-apples comparison, but it still
showed that more creative ads have better engagement rates.
Test The Creative for Best Results
It’s not enough to just make the ads more creative. You still need to
test your creative to ensure that you are getting the best results. We
believe in the importance of creative testing and understand the most
cost effective and efficient ways to go about it.
The first way to test your creative is to test a bunch of different ads
at one time to get more insight into them. This method is suited for
short campaigns with larger budgets. It offers some quick insights but
doesn’t give exact information on what works with the ad – and why.
The other method is A/B testing, which is the standard for most
advertising campaigns. This method gives you more insights into what
works and what doesn’t. It also scales to your budget as you can run A/B
campaigns no matter your marketing budget. Performance wise, testing can
help figure out the most successful blend of variables.
Track and Analyze Results
Don’t stop at testing, as you also need to track and analyze the results
you get from those tests. There are two key things to keep track of –
the number of click-throughs and the conversion rates for those
click-throughs. The goal of these tests—and the later analysis—is to
maximize both the number of clicks and the conversions of those clicks.
The higher the click-through and conversion rate, the better your
overall return on investment.
As with testing other things, such as web copy, you want to let the test
run for a few days to get worthwhile results. How long you run the tests
can depend on how much traffic the ads generate. Keep track of where the
ad appears during this testing period. If you don’t bid enough for the
ad, you might find the ad doesn’t show up high enough for the testing
and results to be accurate. Having the ad change position too much
during testing can also skew the results.
If the results aren’t as clear as you hope, or if you get conflicting
results (such as one ad having higher click-throughs but the other
having a higher conversion rate) you should consider running more tests.
Change one variable at a time until you get the ideal combination for
best results. Remember, consistency between the ad and the landing page
is also key. Differences here could explain why ads have poor conversion
rates despite generating plenty of clicks.
An Additional Variable
We would like to leave you with one little warning about
A/B testing. Please note this method isn’t perfect and there is the
possibility of running into a false plateau. Running A/B tests will
bring you a lot of beneficial data but may not always show your true
Sometimes, it makes sense to throw in the occasional bit of random
creative to see if it does any better than your current best-performing
creative idea. Consider it a form of A/B/C testing. Introducing a third
random element can help you see if you’ve really reached your peak.
If that third element does outperform the other creatives, you can
analyze the data and see what worked well and optimize your other
efforts for this. You’ll also still have all the other useful insights
from the original test about the aesthetics and messaging of the ad that
you can use for the next test.
Apply the Results to Other Formats
One of the great things about all these tests is that you can apply them
to much more than standard advertising. Testing different web designs
can get more people to your website, improve ease of navigation, and
write the ultimate call-to-action (CTA).
Database Marketing Matters
Considering the hype around modern marketing techniques, it is important
to not overlook some of the primary building blocks of effective
Database marketing is a type of direct marketing that
utilizes personalized engagement to promote services and goods to
prospective customers. Customer data is accumulated, stored in, and
accessed from a central database.
Here are the reasons database marketing matters:
1. Streamline your information
and business activities.
Let’s assume a situation where you have accumulated a great volume of
data concerning your customer base, however you have no method to manage
or organize it. Setting up database marketing strategies will enable you
to arrange huge amounts of essential data and compile lists of
specifics, including demographic data, inquiries, previous purchases,
email addresses, and so on. Need to identify the number of females, ages
25 – 45, that purchased a cosmetic kit from you in the past 6 months?
Database marketing will help you get the information you need with ease!
2. Send targeted campaigns
You can create and send targeted sales and promotions to your most
promising leads or customers when you take advantage of the data in your
database. For instance, if you own a large online retail store and
you’re having a sale on laptops, all you have to do is send emails to
customers who have specifically bought laptops or computers from you in
the past, rather than sending to every single person who has ever
purchased from your store. Targeted campaigns are a much better
utilization of resources and time.
3. Better predict the actions
and behavior of your customers
With the use of database marketing, you can better evaluate the past
behavior and buying patterns of your customers, allowing you to make
smarter marketing decisions. For instance, you can identify sales
patterns according to what they purchased in the past and determine
which customers are most likely going to purchase in the future and the
products they would probably be interested in as well.
4. Monitor the success of your
One of the most crucial components of any marketing promotion is
monitoring its success. Does email seem like a better avenue for your
business or are your customers responding more to social media
promotions? You can accumulate metrics that are important and gauge
results that can be useful to you, like a campaign that features both
social media and email elements targeted at two separate qualified
5. Save costs
As we have established above, the use of this better streamlined
approach will help you to save on resources and costs. By creating
targeted messages for customers who have patronized you in the past, you
are able to concentrate on individuals who are more likely going to
patronize you again, as opposed to just throwing a wide net with
expectations of higher sales.
6. Data sharing
Are you aware that you can rent or buy prospect lists? Well, now you
know you can! For businesses that are just getting started and need
assistance with this form of marketing, they have the option to purchase
email prospect lists to help them with a specific product launch or
Factors that promote a successful database marketing
You can make your marketing strategies both more affordable and more
profitable if you follow a data-driven approach. There are several
variables that will determine your ability to effectively use your
database. A successful database marketing campaign is dependent on the
three requirements listed below:
1. How easily you can access the customer data:
You will not be able to put your customer data to use if you cannot
access it. However, this is something Customer Data Platform can help
2. Your database’s quality:
Inaccurate, outdated data will be very ineffective no matter
how meticulously you have segmented it. In this section, the Single
Customer View process comes to play, as it combines, duplicates, and
cleans multiple streams of data into a single, dependable record for
3. Analyzing and automating
your campaigns: In this regard, you must be able to take
insights and convert them into action by using multi-channel campaign
management features. This will help you in achieving the most from your
In all, database marketing is indeed a well-rounded approach, as you
would also agree by now. In order to achieve success with it, you must
continually accumulate and evaluate information concerning your
customers, particularly their demographic data, behavior, and purchase
history. Your marketing campaigns will be more successful when you have
more useful customer data.
Your Direct Mail Success Rate
Success with direct mail depends on many
factors, including design, copywriting, and whether your offer is truly
But the real driver of direct marketing success lies with your data.Start With The Audience, Not The Data
A recent report on campaign data by Marketscan reveals some insights
that can help integrated marketers save time, effort, and money as you
prepare your next direct mail campaign.
Are you marketing to generate new leads or retain current customers? How
you answer this question will help you identify the type of data you
should be focusing on.
Marketscan reveals that twice as many campaigns are developed for lead
generation as customer retention (84% vs. 43%). If you’re looking for
new customers, you should target prospects you haven’t contacted
recently. But if you’re promoting upgrades or add-ons, only current
customers should receive your message. Make sure you start by
considering the audience first, then the data.
Try a New Metric Every So Often
Do you market to prospects just because they’re in the same town as your
business? After learning that only 1.27% of marketers actively seek
advice on lists, Marketscan offers this pearl of wisdom: “Don’t confuse
how close you can make a customer feel with how close they are
geographically.” If you’ve used the same mailing criteria too often with
diminishing results, change it up and go outside your comfort zone —
maybe even out of town.
Engagement Matters More Than Size
How will you know success when you see it in direct mail? According to
the study, “47% of marketers found measuring success the hardest
campaign challenge… with one-third only attempting it once the campaign
fully finishes.” Audience size is easier to quantify, but the level of
engagement is more important to your long-term success.
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The Importance of Creative Quality in Advertising Impact
Why Database Marketing Matters
Improving Your Direct Mail Success Rate
Mike Borkan's Apps & Links - Apps & Web Sites you Probably
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Direct Mail Humor!
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