Welcome to the Talon Mailing & Marketing September 2015 Newsletter.
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Reasons To Choose Direct Mail Over E-mail Marketing
By Mike Ryan, business2community.com
In a world
dominated by the Internet, it is all too easy to assume that email
marketing reigns supreme compared to “old fashioned” postcard marketing.
Business owners who buy into that assumption, however, can
find themselves facing poorly performing marketing campaigns and
disappointingly low returns on their investment.
The fact is, postcard marketing is simply a better choice for many
different types of local businesses. Here are just 4 reasons to choose
postcard marketing over email marketing:
#1: It works better, especially for prospecting
and also for making sales.
There is no question email can be highly valuable for nurturing leads over
time and for providing your audience with company news and other updates.
But every business needs a continuous supply of new customers in order to
grow, and for that, mail marketing – especially the small-but-mighty
postcard – outperforms email. By 10-30 times, according to a DMA (Direct
Marketing Association) study.
That’s because almost half of postcard recipients take the time to read
your mail. Better yet, they take action. A Direct Mail Marketing
Association survey showed about a quarter said they visited the company’s
store and 21% visited their website. And that’s in addition to recipients
who picked up the phone to call and set an appointment, etc.
It comes down to targeting. It’s hard to come by top-quality email lists
for prospecting, whereas it’s easy to zoom in your targets using mailing
list selection criteria.
#2: Your prospects prefer direct mail.
Most people find it creepy (or worse, violated) to receive unsolicited
emails. Who are these people anyway, and how did they get my email
address? But years of studies prove the majority of people love to receive
marketing postcards in the mail. Postcards feel more personal and more
trustworthy. There’s no doubt who it’s from, and no doubt what you have to
Half of consumers specifically prefer postcard over email, according to a
study conducted by Epsilon. Even more impressive, a full 70% of those
surveyed said they prefer to receive unsolicited information via mail. For
some product categories, that number can be even higher. It’s not
surprising, really. Mail makes people feel more in control.
There’s something else working here, too – subtly but unmistakably. Your
prospects can touch a postcard and interact with it. It’s “real.” People
#3: That’s why they’re more likely to look at it.
People will relegate an email to the “spam” folder in a heartbeat, but
they’re happy to “open” your postcard and check out your offer. In fact,
postcard mailing deliverability is typically 95%. Email prospecting lists
are dismal in comparison. But here’s a bonus: you can use postcards to
boost open and click-through rates for email nurturing campaigns.
Because direct mailing is deemed trustworthy, it helps pave the way –
letting recipients know the email you’re about to send them is legitimate
and potentially worthwhile, not just something to be automatically
#4: It is more versatile.
Email certainly has its place. It’s great for nurturing leads and driving
“mini-conversions” and it can strongly support certain kinds of inbound
marketing campaigns. But direct mail does it all – prospecting,
solicitation of referrals, upselling and cross-selling existing customers
and win-back campaigns directed at former clients or customers. What
former customer is likely to open your email?
It performs beautifully and consistently when used all on its own. It also
adds unique value to integrated multi-channel marketing campaigns. It
works to drive traffic to your website, enabling you to increase online
sales or convert prospects to leads by capturing their email address for
future follow up.
Postcard marketing simply has more going for it, in all the ways that
matter. That’s why you should choose direct mailing over email marketing.
Ad-Blocking Hurting Your Marketing Efforts?
By Greg Sterling, Marketingland.com
With nearly 200
million viewers using Ad-blocking software, are clients and prospects
seeing your ads?
Ad-blocking software, once thought to be a relatively small-scale
phenomenon, is apparently rapidly going mainstream. According to a new
report from Adobe and PageFair — an Irish company founded in 2012 that
“measure[s] the cost of adblocking and display[s] alternative
non-intrusive advertising to adblockers” — $21.8 billion in global ad
revenues have been blocked/lost so far in 2015.
Ad blocking has grown from roughly 21 million users in 2009, according to
the report, to 198 million active global users as of June 2015.
Globally, ad blocking saw 41 percent growth year over year. In the US, it
grew 48 percent and now has 45 million active users. According to comScore,
there are approximately 250 million PC internet users in the US. The
Adobe-PageFair data argue that about 18 percent of the US internet
population is blocking ads.
According to estimates in the report, there was $5.8 billion “in blocked
revenue” in the US in 2014. The number is expected to reach $10.7 billion
this year and $20.3 billion by 2016. The report projects $41.4 billion in
potential ad revenue blocked next year on a global basis.
Chrome is the browser that has seen the greatest installation of
ad-blocking plug-ins. However, Firefox and Safari are also seeing
ad-blocking growth. The report asserts that ad blocking occurs most among
the young, technically savvy and male audiences. Accordingly, sites that
rely upon those audiences are seeing the most lost revenue from ad
blocking; gaming and social networking are chief among them.
More than 98 percent of ad blocking now occurs on the PC. However,
ad-blocking extensions currently exist for the mobile versions of Chrome
and Firefox. In addition, iOS 9 will allow ad-blocking apps. All of this
suggests that mobile ad blocking will grow in the future, especially as
the online ad-blocking population becomes aware of these mobile tools.
A survey of 400 US users conducted for the report found that among those
not using ad-blocking software today, potential reasons to start were: 1)
misuse of data for ad personalization; and 2) increase in the quantity of
Overall, these findings argue for more relevant ads, more privacy and data
use transparency, better creative and overall ad quality. Publishers and
agencies shouldn’t simply take it as given that consumers will be
accepting of online ads. There is something worse than non-attention:
active blocking. Indeed, if these numbers are accurate, ad blocking
represents a major emerging problem for digital publishers and marketers.
A caveat about the report, however: it’s in PageFair’s interest to
generate concern about the size and growth of ad blocking. I’m not
suggesting any of the numbers are fabricated. I am suggesting the company
has incentives to present the most aggressive version of the current state
of ad blocking the facts allow.
Having said that, there’s probably no question that ad-blocking numbers
are growing and that revenue is being lost accordingly.
Personalized Calendar Will Help Grow Your Business
If you believe wall calendars are outdated because of the internet and
smart phones, you're missing out on a golden opportunity to grow sales.
Ask the people in your organization who are responsible for sales: They
face a huge hurdle getting clients and prospects to meet them
Many clients and prospects are busy and don't have time for additional
meetings - and worse, they're constantly inundated with the same requests
from organizations just like yours.
Who can blame them for avoiding another meeting request?
You probably feel that if your team could get in the door, the chances of
securing a new client, or additional business from existing ones,
With that in mind, Talon developed a personalized calendar to help
organizations gain access to their clients and prospects.
First, some background on the calendar:
Your organization's calendar will contain 13 pages that can be completely
designed and customized by your staff or Talon.
A personalized letter and message will appear on the cover and so will a
sneak-peak at some great personalized photographs contained inside the
The outside graphics and words will quickly grab their attention and
they'll immediately see a summary of the personalized pictures with their
name on every picture. Your organization's name and the services you
provide can be on every page, and Talon's name will not appear anywhere
inside the calendar.
Your custom messages can appear in some or all of the pictures, and the
name of your company (or the recipient's company) can be placed anywhere
Just send us an Excel spread sheet with your recipient's name (and
company if you wish to use that in your designs) and we'll create and
produce the calendars.
Now here's the real value in the Calendar
- getting you in the door:
Arm your sales team with a script and watch them obtain many more
A script might sound something like this...."Hello, Mr. Smith, this is
Larry from the ABC Company. I have a little surprise for you and I was
hoping I could drop by your office and personally drop it off. What date
and time is good for you?"
If your team is having trouble getting past the gate keeper, the above
script work wonders - just tell the gatekeeper you have a surprise for
Mr. Smith and would like to drop it off in person.
If Mr. Smith or the gatekeeper is non committal in setting up an
appointment, remind them that you "are only going to take a minute or
two" (and trust me, 95% percent of the time, Mr. Smith will meet with you
a lot longer than two minutes).
If they are still noncommittal or not sure when a good time is, try this:
"Mr. Smith, I realize you are very busy, and I want to be respectful of
your time... How about we get out our schedules and see when's a good
time and date for a quick few minutes?... I will work around your
I promise that these techniques will work more often than not, and the
calendar, irregardless of whether it's ultimately displayed, will get
your team in the door to promote your services.
And if the calendar is placed on the wall or bulletin board, that means
your message and company are continually in your recipient's sight for
the next 12 months!
Looking for a way to increase profits and grow business? Why not call
Talon to discuss how a custom designed calendar will help your business
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!
Wednesday September 9th, 2015. Yankees vs.
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If you do not wish to receive the Talon Mailing & Marketing Newsletter
Four Reasons To Choose Direct Mail Over E-Mail Marketing
Is Ad-Blocking Hurting Your Marketing Efforts?
This Personalized Calendar Will Help Grow Your Business
Mike Borkan's Links - Web sites you probably
View Samples of Our Work
Direct Mail Humor!
Talon welcomes the following new clients this month to our growing roster
Mike's Favorite Links:
Some interesting links...
NODESK is a curated collection of resources about the digital nomad,
location independent working and online entrepreneurship lifestyle.
clonezone.link - Clone Zone is a web cloning tool that lets you edit
the content of any website on the internet and share the result on social
morningtraffic.info - Get a text message every morning when you wake
up with the best (least traffic) route to work.
- Enjoy the sun safely with the UV radiation now app
donottrack-doc.com - Do Not Track is a personalized documentary series
about privacy and the web economy.
- Inverse covers the latest news, TV, movies, music, digital culture,
science and tech by asking: What could happen next?
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
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