Welcome to the Talon Mailing & Marketing November 2018 Newsletter.
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Mail is About Data, Not Being Pretty
By Beth Negus Viveiros, Chief Marketer.com
Direct mail may not be the newest trick in B2B
marketers’ arsenal, but when used properly, it can be one of the most
"If you’re getting started in direct mail, the most
important thing is to learn before you leap,” says Gordon Brott, senior
director of marketing at OnDeck, an online lending company
offering financing options to small businesses. “It’s so easy to spend
$10,000 or $20,000, get poor results and just give up, when you could
really have something worthwhile down the road.”
The first direct mail campaign OnDeck did back in 2012 had a
whopping $18,000 cost per acquisition, he notes. “It would have been easy
for us to give up and walk away but we continued to optimize our data,
offer, message and creative, and direct mail turned out to be a growth
engine for the company.”
Through testing, OnDeck discovered that official looking
pieces, similar to credit card mailers, were more effective for the brand
than things like promotional postcards. One point many marketers don’t
understand about direct mail, he says, is that data and models can be more
important than a package being attractive.
“One of the interesting things about the direct mail world is what works
best may not always look best,” says Brott. “People are naturally
attracted to the creative but many will argue that creative is the least
piece of the puzzle. [Finding the right] list and choosing who to mail to
may not be as sexy, but they’re as important.
Today, new tools are making direct mail more powerful for marketers, as it
becomes easier to retarget website visitors with physical mail, and deploy
variable data printing technologies to offer customized creative to
segments of your list. Marketers can optimize their strategies for direct
mail and other traditional direct marketing techniques like email if they
go back to basics, he notes.
“People continue to focus on themselves and their own product—they think
the prospect wants to learn about them, so they write too much and don’t
have a clear call to action,” he says. “They’re too noncommittal. Business
owners wear 20 different hats, so time is the main challenge to reaching
them. You need to get them to notice your message—that’s true for
Direct Mail Help You This Holiday Season?
Milena Nikiforova-Marguenski, Business.com
In a digital world, integrated direct
mail campaigns can help your business stand out this holiday season.
The holiday season is an exciting time of festivities,
food, and friends for many. For marketers and small business owners, the
approaching holiday season means it's crunch time. Before you take off for
a well-deserved vacation, think about using direct mail marketing as part
of a successful, comprehensive, omnichannel marketing campaign.1. Use Direct Mail Postcards
With many marketers focused on reaching their audience via email, paid
online advertising, and social media, it's tempting to avoid the "hassle"
of direct mail. After all, sending digital communication is much quicker
(and often less costly) than direct mail.
However, digital isn't always the way to go. Particularly around the
holidays, when customers pay more attention to their mail than they do all
year, a direct mail marketing campaign can give your brand the edge it
needs to motivate customers to take action.
The fact is direct mail can be powerful. According to the United States
Postal Service, approximately 3 out of 4 direct mail customers receive and
open their mail the same day it's delivered. Add to this statistic the
anticipation associated with holiday greeting cards or gifts and your
direct mail campaign reaches customers at a sweet spot of high open rates.
How do you simultaneously craft an eye-catching direct mail marketing
campaign and rise above your customers' junk mail? The truth is there is
no secret, but there are a few things you can do to increase engagement
with your direct mail marketing campaign and avoid the waste bin this
Customers are bombarded with catalogs during the holiday season. Cut the
fluff and focus on a single marketing message using direct mail postcards
instead. Enlist the help of your creative team to make postcards personal
and festive. Also, don't opt for pre-printed text if possible. A
personalized note of gratitude goes a long way.
2. Add Texture to Direct Mail
Want to stand out from the rest of the mail? Give your customers a reason
to pay attention by adding texture to your card or postcard. A simple
raised design is enough to trigger curiosity when sorting through
otherwise flat pieces of paper. Want to be extra fancy? Use contrasting
colors and texture, like a velveteen snowflake on a blue background, to
set your direct mail marketing materials apart from the crowd.
3. Use House Lists to Improve
Direct Mail Marketing Results
If your brand specializes in services specific to a particular location or
type of homeowner/renter, the use of house lists can greatly improve your
response rate while keeping costs down. Using lists to build your direct
mail campaign means you can drill down your options to include only the
most likely to respond to your marketing materials.
4. Make It Memorable
Much more than visual stimuli, taste and smell are tied closely to memory.
The holiday season is a great time to include a treat, such as a small
candy, a pack of spices or scratch and sniff sticker in your direct mail
materials. Be sure to consider potential allergies or dietary
restrictions. Any food or spices should be entirely contained within a
protective package and clearly labeled.
5. Don't Forget the New Year
Are the holidays not the best time for your brand's messaging? Don't
forget the New Year when crafting your direct mail campaign. Most people
take a vacation through the New Year and count on post-holiday sales to
purchase home goods, late holiday gifts and New Year essentials.
6. Combine Direct Mail Marketing
with a Social Media Campaign
Running a social media campaign for the holidays? Giving out some great
prizes and want to reach your audience further? Make sure current and
prospective customers know about it by using direct mail to increase
reach. Statistics show that direct mail achieves higher open rates than
any other digital channel.
7. Mesh Direct Mail and Email to
Increase Response Rates
Direct mail campaigns targeting 5,000 people achieve 175 responses
compared to email's 65 responses. When you use both direct mail and email
to reach a target market during the holidays, a time when people are
already paying more attention to their mail, you can expect to experience
better response rates.
The Key to Successful Holiday
Direct Mail Campaigns
When you have the right direct mail provider in your corner, launching a
successful direct mail campaign during the holidays is simple,
cost-effective and a powerful way to boost business. Partner with a direct
mail marketing specialist who understands your mission, audience and
desired outcomes to achieve positive results.
Direct mail marketing is a great way to improve brand awareness, nurture
leads and encourage existing customers to re-engage with your brand. As
the last quarter approaches and the holiday marketing season is upon us,
what strategies will your brand implement to capture new leads and retain
current customers via direct mail?
Tips to Increase Repeat Business
By Rob Starr,
There’s good evidence pointing to the fact
that existing customers are easier to sell to than new ones.
In fact, over half of a small enterprise’s business
comes from clients you’ve already sold to before.
Here’s 10 expert tips to
creating repeat business.
1. Stay in touch
with the customers you already have:
Ivana S. Taylor is the CEO at DIYMarketers.com. She says getting repeat
business is about being thorough.
“Getting repeat business is an exercise in staying top-of-mind with your
customers. The best way to do that is to send emails to existing customers
about any special offers that you have,” she says. “If you have the kind
of business where your customers appreciate appointment reminders this is
a great opportunity to use text messaging.”
Email newsletter platforms like MailChimp (or using Talon for help) are a
great way to stay touch through email marketing and get repeat business.
2. Keep a database:
Taylor also suggests a good CRM tool is indispensable. She says these can
help you to keep track of what customers have already bought and send them
notifications when you’ve got new inventory.
3. Create memberships:
This is an outstanding way to increase the number of loyal customers.
Creating an offer that brings in more business can be as simple as a free
meal with a discount for a second person for membership in a restaurant.
“This will incent the current customer to come back and bring a new
customer with them,” Taylor says.
4. Provide excellent
Having a good customer relationship team can mean the difference between a
one off and repeat business. For many small businesses, how you talk to
the customer is just as important as what you say. It’s important to stay
away from jargon and use a friendly even tone.
Even a customer with some kind of issue who is dealt with properly can
become a repeat client.
5. Ask for feedback:
Using surveys is one of the best ways to find out what you’re doing right
and what you’re doing wrong so customers come back. There are a variety of
other methods you can use.
6. Get customer
Robert Brady is the Founder of Righteous Marketing. He supplied some
“Getting customer information allows you to send tips for using the
product as well as marketing messages around upcoming sales, new product
launches, related products, etc,” he says.
7. Host customer-only
Inviting your customers that spend the most to attend will make them feel
special. Try using a modern online platform like GoToWebinar.com.
8. Create a loyalty
“This could be as low tech as a punch card (i.e. buy 5, get the next one
free) or as high-end as a branded app,” Brady says. “If you’re going to
reward any customers, it should be your most loyal.”
9. Stay active in
Keeping an active presence in social media will help to keep your brand in
your customer’s thoughts. Video is one of the perfect formats to use and
making a series of behind the scenes videos showing the inner workings of
your firm is trending.
10. Offer a community
Texting your clients after they’ve used your services and offering to
donate a small amount to charity for their feedback is another good idea.
It helps people to feel connected and leaves them with a good impression
of your small business at the same time.
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Direct Mail is About Data, Not Being Pretty
Can Direct Mail Help You This Holiday Season?
Ten Tips to Increase Repeat Business
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...
- See how visitors are really using your website, collect user feedback
and turn more visitors into customers.
Conservethesound.de - An archive of sounds from old gadgets and
machinery. A great source for vintage sound effects.
Eventup.com - Looking for a place to hold an event in an unfamiliar
city? Or if you wish to showcase your venue to a national audience, this
site does both.
- This site is dedicated to helping you make clearer, more informed
decisions about the world. Their visualizations are based on facts & data:
constantly updated, revised & revisioned.
Easily create shared albums with your friends and family to automatically
collect pictures of the moments you shared. Download the app for iphone
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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