Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing September 2019 Newsletter.

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Best Direct Mail Practices for 2019 and Beyond

By Carylanne Crowe, Strategicsourceror.com

Some studies have shown that 27% of mail stays in the home for over 4 weeks. This provides you with the chance to catch the eye of the consumer.

Tailor Marketing Goals with Direct Mailing

There’s no secret that finding effective ways to market is important. This is true no matter whether your business sells products or services. The internet has transformed the way that marketing takes place. Although there are many fast and beneficial ways to market online, this does not supersede traditional strategies, such as direct mailing efforts.

Direct mailing on its surface is as basic as marketing gets. This is putting information in the mail to consumers and potential customers. Depending on your field or industry, you might want to send flyers, menus, sales information, and coupons through direct mail. Today, technology has provided business owners with opportunities to use creativity in these types of marketing campaigns.

In 2018, Forbes reported that this process of marketing is far from dead despite all those online options available. The Direct Marketing Association compared and analyzed data that compared online marketing and direct mail marketing. Their results showed that consumers respond to mailed information 4.4% of the time and only 0.12% to emails. This data shows the importance that direct mailing has on revenue.

Personalize Your Sales Pitches

Many business and store owners are familiar with their surroundings. They understand the diversity they see in their brick-and-mortar locations. This knowledge is useful when it comes to putting together marketing materials. Being able to personalize your direct mail allows you to tailor your sales pitches. In some instances, this may mean accommodating zip codes, portions or town, and demographics.

Studies of millennial shoppers have shown that they respond favorably to direct mail marketing. This is true whether they are sent invitations to shop, promotions, or sales announcements. Considering this group means also understanding that their purchasing power is likely to reach $1.4T by 2020. Exclusive offers mailed directly can be a great strategy when focusing on what sparks the interest of consumers.

Use Diverse Types of Content

No matter what approaches you use in your marketing campaigns, diversity is important. This allows you the chance to connect with many different types of customers. Some people will use the internet to find physical locations to shop. Others are only interested in shopping online for their products and services. Business owners have to use diverse methods and content to reach audiences.

Digital marketing is just one approach for steering shoppers to websites and shopping malls. Direct mail can be utilized in the same ways. Coupons, for example, are some of the most popular tools for marketing. These are often used to serve dual purposes by owners and managers. They establish the brand of chain stores bring traffic to a specific location. Coupon expiration dates are useful in this way, as well.

Design Appealing Materials

The materials that you use for marketing are extremely important. This is how you will make your first impression on new customers. The design of these materials is also effective when it comes to brand awareness. Your existing customers may likely open your mail because they recognize logos, colors, fonts, and names. According to RNB Group, all of these details work together successfully.

Direct mailing is not simply a tool to bring people to physical stores and locations. This is a productive way to bring shoppers to your website or a specific page. Sales are the primary goal of these campaigns, but they are not the only one. Mailing information through traditional methods can be the best way to highlight causes and special events for organizations. Having the right design is essential to this process.

Prepare Your Campaign Strategy

There are many things to consider as it relates to any type of marketing campaign. Budgeting for this is just like investing in other parts of your business. Marketing ROI is very important to consider, which is why analytics systems are so important. Using these results to fine-tune who you are marketing to and in what way will help you streamline the strategy. Here are some direct mail examples for 2019:

  • Catalogs
  • Newsletters
  • Letters
  • Packages
Fit Small Business, reports the benefits that these types of investments can offer. Understanding what the average cost for these campaigns the best way is to prepare for it. These materials must be designed, produced, and then mailed. Setting goals in advance for this process can be helpful. Some businesses will decide to pursue these campaigns incrementally and others on a larger scale.

Some studies have shown that 27% of mail stays in the home for over 4 weeks. This provides you with the chance to catch the eye of the consumer. The type of direct mailing materials you use must be effective and appealing. You’re expecting these materials to market on your behalf, in many instances long after they reach the consumer’s home. A good call to action is required for direct mailing.

Seven Direct Mail Tips for Making the Most of the Post

By Beth Negus Viveiros, Chiefmarketer.com

“The USPS reports that 77.3 billion pieces of direct mail were sent in 2018, proving that many brands are still integrating direct mail into their strategies.

Marketers are constantly shifting dollars toward digital channels, but don’t count direct mail out just yet. The USPS reports that 77.3 billion pieces of marketing mail were sent in 2018, proving that many brands are still integrating direct mail into their strategies.

Direct mail can be an expensive channel, but when done right it can drive awareness and engagement at multiple points in the marketing funnel. Here’s seven tips to improve your luck in the mailbox.

1. Get to the point. One of the mistakes many people make is wanting to fill every bit of white space, says Nancy Harhut, chief creative officer of HBT Marketing. “They want to get their postage stamp’s worth, and figure people will find what is interesting to them. But you need to stay focused. If you’ve got something to say, say it. Don’t have a long wind-up.” Marketers with multiple messages to relay should consider multiple mailings, or cross-marketing with other channels. “Cramming everything into one piece is not a good idea. It’s a rookie mistake.”

2. Don’t be afraid to think big. In B2B direct mail, dimensional pieces can cut through the clutter and create a “wow” factor that can open the door for future communications and engagement. Think about how you can “surprise and delight” recipients with pieces that they will show or pass along to other people in their office, either with something fun (like a personalized Coca Cola can) or valuable (a report on industry research. “When something shows up in an overnight envelope, it can look like the recipient would be passing up on something important if they don’t open it,” Harhut says.

3. Make your list and check it twice. Sending the right message to the right audience is crucial, notes John Sisson, president of HBT Marketing. Take the time to make sure your list is clean and targeted to the prospects and/or customers you really want to engage. “Otherwise, it’s a wasted effort.”

4. One size does not fit all. When it comes to targeting individuals for healthcare coverage, direct mail is a key component in BCBS of Michigan’s marketing strategy. The insurer works with PFL and Salesforce Marketing Cloud to help score its membership, based on various criteria, to see what buckets they fall into and where a direct mail piece might be appropriate to drive engagement. “We used to have a scattershot approach, but now we use variable content within each of our pieces, depending on certain audience demographic or psychographic attributes,” says Angela Dunbar, manager, individual business marketing at BCBS of MI.

5. Take the time to test. Because of the cost of mailing, some brands might want to skimp here. But testing offers and creative elements is extremely important, especially if your brand is new to the world of direct mail. “We encourage people to test,” says Sisson. “You want to know right out of the gate that you’re headed in the right direction.”

6. Make sure you can track the ROI. As with all marketing techniques, attribution in direct mail is essential. No one tactic exists in a vacuum these days, and most direct mail campaigns are part of multichannel strategies. Before you mail, says Sisson, consider how you will gauge the ROI, such as visits to a unique URL, dedicated 800 number or other call to action.

7. Decide where direct mail fits into your branding strategy. There’s no hard and fast rule as to how direct mail should tie into other branding efforts. Harhut advises looking at other campaigns from other parts of the organization, including digital and TV, to makes sure any direct mail pieces are part of a consistent cross-channel branding initiatives.

10 Questions to Ask for Advertising Success

By Kayla Hammersmith, Business2community.com

By taking the time to answer these questions and thoughtfully plan how you want to market your product or service, you can ensure that your campaign is set up for success.

It’s exciting to launch a new advertising campaign. Whether you’re launching a paid search campaign, new Facebook ads, or direct mail, advertising your company’s product or service is a great moment. Of course, a lot of hard work goes into setting up a successful advertising campaign. Before you even decide on the type of campaign you are going to run, the targeting, and what your creative angle will be, you need to develop a creative brief or messaging document.

For decades, creative briefs have been used in the advertising industry to ensure that the agency and the client are completely aligned on what they are trying to accomplish. Without a brief, the agency could conceivably go spend two weeks developing amazing ideas, creative executions, and media campaigns, that don’t ultimately end up aligning with their client’s goals.

No matter how you create your advertising campaigns, it’s vital for all the internal stakeholders in an organization to be aligned on what the goals and outcomes should be for their company’s marketing initiatives. Starting with a creative brief before every project is key to everyone being on the same page and working toward the same goal.

A good creative brief doesn’t have to be long or complex, but it does need to answer some key questions and help boil down your strategy and goals into simple terms.

Here are the ten most important advertising questions you need to ask when creating any campaign:

1. What is your single key message in one sentence?
2. What is the key objective or purpose of this campaign? Why are you advertising?
3. What problems are you solving?
4. What does the audience think or feel about you, your product, and your service?
5. How should this change after seeing your advertising?
6. What are the reasons to buy your product/service?
7. Who are you talking to (gender, age, interests, income, education, etc.)?
8. What is your tone?
9. What are your product/services key benefits?
10. What is the call to action?

Once you have clear answers to these 10 questions, it’s time to communicate with your team. Ensure that everyone involved in creating the campaign is working from the same set of core concepts and ideas. From your copywriter to your social media manager, the brief will let everyone know the key components of the campaign and what they need to do to successfully implement their very important task.

Beyond those 10 questions, marketers should also consider how leads will want to convert on your ad. Will they want to fill out a web form to obtain content, request a call, book an appointment, or make a purchase? Or will they want to make a phone call to speak to a human being? The answer to these questions often depends on your industry and what you are selling — businesses with products and services that are complex, expensive, infrequently bought, or urgent purchases often generate more inbound calls than online leads.

Determining whether people will convert online or over the phone will not only impact your call to action for your ad and landing pages, but the technologies you will need to track conversion rates. Online conversions can be tracked using tools like Google Analytics. But if you think leads are likely to convert by making a phone call, then you would want to get attribution and intelligence on those phone leads using a call tracking solution.

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:

Best Direct Mail Practices for 2019 and Beyond.

Seven Direct Mail Tips for Making the Most of the Post.

10 Questions to Ask for Advertising Success.

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:
  • Health Alert

  • Whitetail Institute

  • 2 New Lists From Statlistics

Mike's Favorite Apps & Links:

Some interesting things to check out...

Assemblrworld.com - Create interactive designs in less than a minute with the help of 3D and augmented reality.

Griddiaryapp.com - The simplest way to get started with keeping a diary.

Newtonhq.com - Are your emails in different places? This Email app has space-age features for modern-day business communication.

Logomakershop.com - Epic logos for non-designers. Design a logo in 5 minutes.

Smmry.com - Great site! Paste an article, text or essay, and hit summarize. The site will return a shortened copy for you to read.

The Public Bathroom Finder App - Flush Toilet Finder is the quickest and simplest way of finding a public bathroom or restroom. Simply open the app and it will display the nearest toilets to you. You can even search for restrooms without an internet connection!

Work Samples:

Did you know Talon offers the following services? 

Click on the links below to see samples.

Direct Mail Humor!

Click on the 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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