Welcome to the Talon Mailing & Marketing October 2017 Newsletter.
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To Leverage Customer Reviews
By Laura Donovan, Business2community.com
It's been reported that 90% of American
consumers read reviews before making a purchase.
Reviews of products or services can be crucial to the success of a
business. 74% of consumers rely on Social Media for more information or
reviews about the products/services they want to purchase and it is
reported that 90% of American consumers read reviews before making a
Customers want to leave reviews and potential customers want to see
reviews. It is crucial for your business to ask for online reviews and
make them accessible to your audience. Whether you like it or not
customers may not purchase from your business if you do not have reviews.
There are several sites across the internet that provide reviews,
including Yelp, Google, Facebook, TrustPilot, etc. Consumers are searching
for reviews on these sites, they are visiting these sites and they want to
see information about your products or services on these sites.
You may think that having these reviews are just part of an online
presence and that you do not need to do much with them. However, there are
real opportunities to leveraging these reviews to your business’
Here are 6 ways you can make your reviews count.
1. Increase online visibility and stand
out in a search.
The more reviews you have the more your business will stand out. These
reviews aren’t just an opportunity to highlight your excellent products or
services, reviews can also influence your search rank and help with SEO.
2. Use positive reviews in marketing
71% of consumers have an improved perception of brands when they see
positive reviews on Social Media. Sharing positive reviews with your
audience is a great way to improve your reputation and generate more
interest in what you are selling. Post a positive review from Yelp on your
Facebook page or share a TrustPilot review on your Twitter account. Use
good reviews as “social proof” that your company is great at what it does.
It’s OK to brag!
3. Improve your products or services.
Customer feedback can be beneficial to improving your products and
enhancing your services. Reviews can help you find and solve any bugs in
your website, ordering processes, shipping, etc.; analyze any patterns and
see if there are any common issues; learn more about what you should be
4. Use reviews to increase sales.
A study of consumer reviews related to the hotel industry found that
demand and pricing was significant affected by ratings. According to the
study, when ratings rose by just one star the demand increased 25%, which
led to a 9% increase in prices.
5. Improve customer experience with
Monitoring your reviews and responding can help build a relationship with
your customers, which then encourages customer loyalty. Happy customers
will also share their positive experiences with their friends and
networks, providing you great word-of-mouth opportunities. Responding to
negative reviews lets people know there is a human behind the computer
screen and it lets potential customers know you are accessible if they
should have an issue. It also allows others to see how your business
actively solves problems to make your services even better for them.
Bonus: Customer questions and issues can be used effectively in an FAQ
section on your website.
6. Spy on the competition.
Look at your competitors’ online reviews, you can learn a lot about what
they are doing right and what they are doing wrong and then make necessary
adjustments to your own business. Find out what works and do that, and
avoid what doesn’t work.
So, harness the power of your online reviews. Take this opportunity to
make your business better and grow your customer base.
Data-Driven Retailers Are Learning To Love Direct Mail
James Hercher Adexchanger.com
As retailers pump more data into traditional marketing channels, they’re
uncovering more about how their online and offline marketing interacts.
The luggage manufacturer and retailer Tumi last year
started working with PebblePost, a startup that connects website cookies
to home addresses to automate retargeting via direct mail, and found 96%
of the sales driven by the home mailings occurred in a Tumi store.
“That 96% rate is interesting because it demonstrates the relationship
between online activity and store sales,” said digital marketing director
Taryn Rayment. “It’s the first time we can effectively confirm that
connection through the numbers we see from our own ad campaign.”
Confirming those cross-channel sales can be arduous.
PebblePost starts by tagging online browsers who visit a product page or
abandon a shopping cart. Then it tries to connect those visitors to a home
address by matching them against the client’s CRM data, PebblePost’s own
database and third-party data onboarders, converting about 70% of site
traffic to a postal address, according to founder and CEO Lewis Gersh.
PebblePost also works back to connect transactions to home addresses,
which it can do if the purchase was made through a retailer loyalty
program or with a credit card issued by a company, like Chase, that allows
some data to be matched for in-store attribution.
Cash payments and some credit cards are completely untraceable, but online
sales can have spotty attribution as well, Gersh said.
Safari browsers and Apple device users, for instance, disappear behind a
privacy wall, and “being in an app is a huge blind spot,” he said.
PebblePost must go through a convoluted process to demonstrate its own
ROI, but the product has also helped Tumi rethink aspects of its broader
approach to retail attribution, like the way it applies attribution
“One thing that really struck me looking at results was that we were
seeing some conversions 70 days after mail was sent out,” Rayment said.
“We have a higher-price product and it’s something people want to feel and
try out, but this does give a new perspective on how long that customer
consideration funnel can be.”
Parachute Home, a bedding and home supply company that started online and
now operates two showrooms, is testing PebblePost, and along with it best
practices for the nascent brick-and-mortar business.
Push notifications, for instance, are an increasingly popular way for
retailers to target omnichannel shoppers, said Luke Droulez, Parachute’s
head of digital. PebblePost gives Droulez a clearer picture of whether a
push notification generated unique value or whether a vendor just took an
undeserved cut from a likely sale.
Droulez also said PebblePost’s product helps with the digital balancing
act between reach and targeting as in-store sales – only about 5% of
overall revenue – become a bigger piece of the pie.
“We’ve honed it now where we’ll target based on geo or on product page
visits, but not for both,” he said, since the direct mail itself is costly
(actual paper and printing, compared to virtual paper and printing) and
thus requires scale over precision to cover the investment.
“We’re looking for ways to incorporate online conversions to capture the
full revenue picture,” he said. And Parachute is onboarding the
attribution service Visual IQ, which will help draw out those connections.
“It is also a matter of velocity,” Droulez said. “As we open more retail
locations it becomes more important to unify the channels.”
Don’t Get Lumped In With Other Direct
Follow the advice below, and watch
your response rates soar.
Here’s a statistic that should silence the direct mail haters: 79% of
households report reading or at least scanning direct mail pieces (what do
you say to THAT, email blasts, with your 32%, max, open rate?). The
engagement rates for dimensional (also known as lumpy) mailers, or those
pieces that are at least .75” thick, skyrockets, with lumpy letters
outperforming standard, flat mailers by up to 300%. And it’s easy to
understand why: lumpy mailers are unexpected – they can be oddly shaped,
boxes, tubes, and other receptacles that make the piece really stand out
from the all the other gimmicks out there.
Go crazy with the creativity
A lumpy mailer can simply be a box or packet that contains a promotional
product or tchotchke. People want, love and keep promotional items, and in
one consumer survey, 80% of respondents said their impression of a company
was favorably changed by receiving a premium, and 83% reported being more
likely to do business with a company that gave them swag. So even if
that’s all you do, you’re still likely to get great results.
Direct marketing powerhouse BKV has identified five different types of
mailers that product maximum results:
Consider a piece that asks the recipient to interact: to push, pull,
unfold or spin something.
By providing a useful mailer or gift, the odds are better that the
recipient will hold onto it—and every time they use or look at it, they’ll
be reminded of your business.
Who doesn’t love a good pop-up?
Who doesn’t love getting a package in the mail? Once you’ve piqued their
interest, the contents will need to keep them engaged.
5. Special folds:
People love opening, playing with, and then displaying mailers that have
intricate die-cuts and folds.
But don’t go crazy with your list
As you might have guessed, lumpy mail is more expensive to produce and
more expensive to mail. Experienced printers who understand the pros and
cons of different formats and how to minimize mailing costs can help
offset the price, but you should properly segment your list and figure out
who your customers really are to avoid waist and ensure maximum ROI.
Another way to make lumpy mail more cost-effective is to create them with
evergreen content: don’t date yourself or offer anything with an
expiration date, or and avoid tying them to a specific time period. That
way, you can buy at scale to receive a discount, mail a few now, and then
have plenty of supply for additional mailings.
Win Brooklyn Nets Tickets!
Enjoy a great day of Basketball!
We are giving away two tickets to see the Brooklyn Nets.
All 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.
Tuesday October 31, 2017.
Nets vs. Suns 7:30 PM.
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Six Ways To Leverage Customer Reviews
Why Data-Driven Retailers Are Learning To Love Direct Mail
Don't Get Lumped In With Other Direct Mail
Mike Borkan's Apps & Links - Apps & 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 Apps & Links:
Some interesting things to check out...
- A free online editor that allows everyone to create designs quickly and
easily. You can design print and web-based materials for websites and
blogs, including banner ads and social media graphics.
Podomatic.com - The easiest way to start podcasting and to create free
Goalcast.com - The best resource for advice, videos and motivation to
help you realize your full potential.
- The five best design links, every day.
Lyrebird.ai - Create a digital voice that sounds like you, and it only takes a single minute of audio.
Did you know Talon offers the following services?
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Direct Mail Humor!
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