Welcome to the Talon Mailing & Marketing November 2019 Newsletter.
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Direct Mail to Boost Multi-Channel Marketing Success
By Samantha Patterson, Martechseries.com
When direct mail is integrated into the channel mix,
response rates are 41% higher and ROI jumps 62.7%.
In a world where Internet marvels are commonplace and
“digital fatigue” is soaring, brands struggle to differentiate their
marketing. To break through the noise, new research suggests that the
technique with unique potential to boost ROI across channels isn’t the
latest trending social network, but a tried-and-true workhorse: direct
Sending postcards, letters, and even swag — branded promotional
merchandise — to build deeper brand connections is nothing new. But now
direct mail has new potential, thanks to modern capabilities for
targeting and integration with multichannel campaigns.
Indeed, more than half of the 600 marketers surveyed recently by PFL and
Demand Metric include direct mail in their multichannel campaigns, and
80% of them report that direct mail improves multichannel performance.
But success isn’t merely a matter of sending mass postcard mailings; the
degree of integration with other channels is a crucial factor.
When direct mail is tightly integrated into the channel mix and campaign
technology, response rates are 41% higher than mailings sent without the
benefit of integration — and ROI jumps 62.7%, the survey found. Overall,
more than 8 in 10 marketers in the survey reported good or very good ROI
from direct mail that’s highly integrated into multi-channel campaigns.
Direct mail has the potential to make such a dramatic impact because:
Tactile experiences resonate deeply
Buyers are inundated with online marketing, to the tune of around 10,000
advertising messages per day, according to the American Marketing
Association. As a result, tactics for blocking or tuning out the noise
are on the rise: B2B email click-through rates are an abysmal 3.2%, and
one in four Internet users (70 million people) use ad blocking
By contrast, objects that can be touched and held trigger emotional
processing and leave a much deeper footprint in the brain than digital
messages viewed on a screen, research from Millward Brown found. A
physical item is more likely to be remembered, have a positive brand
association and ultimately aid motivation.
This resonance helps explain why dimensional mail — pieces that are not
flat and are often sent in boxes or tubes — scored high for
effectiveness in the PFL/Demand Metric survey, with 89% of marketers
saying such mailings represent brands very well.
Personalization stands out
Buyers now expect companies to offer content and products relevant to
their needs, with 9 in 10 saying they’re more likely to patronize brands
that recognize and remember them, according to Accenture. Aptly targeted
direct mail is an opportunity to demonstrate relevance; when direct mail
is personalized and tightly integrated into the channel mix, 89% of
marketers in the PFL/Demand Metric survey reported a moderate to major
improvement to response rates.
Invoca, a provider of AI-powered call tracking and analytics, seized on
the differentiation potential of personalized, integrated direct mail to
drive significant results. Using PFL, Invoca sent a branded package to
top prospects with personalized marketing information and a gift card;
each time a package was delivered, the Invoca sales rep assigned to the
account would receive a notification and could follow up in a timely
manner. Response rates jumped, resulting in a staggering 15x ROI from
Mail is effective with decision makers
Thanks to its tactile nature and potential for personal relevance,
direct mail is effective when it comes to influencing key stakeholders.
Nearly 8 in 10 marketers in the survey ranked integrated, branded,
personalized direct mail as the second most effective channel for
reaching their target audiences, behind only face-to-face events. And
for financial executives or purchasing agents, direct mail was named the
top marketing channel bar none.
By contrast, social media placed last on the list of channels for
effectiveness overall; just 6% of marketers said it influences C-suite
decision makers, and 12% said it’s effective with finance and purchasing
Direct mail can also spur conversation about companies within entire
prospect teams. A SaaS-based sales application company sent footballs
autographed by Steve Young to executives – and then sent smaller replica
footballs to the broader purchasing team. The company was able to
successfully secure meetings and obtain an overall 15x ROI after the
Modern direct mail is more than a postcard drop. With a targeted
approach and thoughtful selection of mailing materials, integrated with
other online and offline messaging, tactile marketing can help make
brands memorable and produce significant results.
Should Use Direct Mail to Reach Millennials
By Jody Spusta, Aithority.com
Millennials are more inclined to engage with marketing that's delivered to
their mailbox, not their inbox.
Millennials are on track to become the largest living generation in the
US, with the annual buying power of $200 billion dollars. It is no
wonder they are a top focus of marketers across any industry.
While most might characterize millennials as fast-paced and
tech-savvy, their advertising preferences are more traditional than
expected. Millennials are more inclined to engage with Marketing
materials that are delivered to their mailbox, not their inbox.
Mailboxes used to be crowded with paper advertisements, bills and
food menus. Today, that balance has shifted. Millennials now receive
thousands of Marketing emails that are often automatically categorized
into their promotion or junk folders, which typically goes unchecked.
Some don’t even know those separate folders exist.
Direct mail, such as postcards, flyers and other paper copy is more
likely to stand out and leave a lasting impression on millennials, who
have been bombarded with mass amounts of digital advertisements since
Mailboxes Are Empty
The US Postal Service found that millennials enjoy receiving mail more
than non-millennials, yet are receiving the least amount of mail. Over
85% of millennials pick up the mail at the first opportunity and spend
over 9 minutes on average engaging with their physical mail. It’s time
marketers re-evaluate digital-only campaigns, because not mailing to
millennials is a missed opportunity.
Millennials rarely receive direct mail. The majority (90%) find
direct mail reliable and 87% like receiving it, according to DM News.
Letters and postcards are more tangible and allow millennials a welcomed
break from their screens. Physical mail presents an opportunity for
organizations to connect with this group in a different way and break
through the noise of digital ads. And, 88% of millennials view print
mail as more official than digital content.
Direct mail ensures millennials absorb the message being delivered,
without the risk of being filtered into a spam folder. It’s easier to
glance at a postcard and think about what is being offered, than sort
through an email folder containing hundreds of advertisements, all with
similar subject lines.
Mail Is Personal
Personalization is a big factor when trying to connect with this younger
generation. It is often referred to as the “me generation” – and getting
mail just for “me” goes a long way. With direct mail, each piece is
personalized for that specific individual with first name and custom
content based on their age, gender, offer, target action, etc. At
Welltok (formerly Tea Leaves Health), we personalize direct mail at no
additional cost to clients because we’ve seen firsthand how it
significantly improves the outcome.
Direct mail allows for materials to reflect millennial characteristics
and interests. One of our clients is currently running a “Turning 30”
campaign geared toward both males and females, using gender versioning
for image and copy. It is an acquisition strategy for Primary Care, with
messaging centered around the age of 30 being the new healthy. It
includes copy that reminds recipients to think about their long-term
overall health and keep up with physical and well-women exams,
cholesterol screenings and other important check-ups. The campaign is
multi-channel with a direct mail, followed-up by an email. Early results
show high engagement and that focusing on 30 as an upcoming milestone
was highly personal and relevant to this audience.
Mail Delivers Results
Millennials associate direct mail with value and desirability and
tend to remember physical promotions better. It’s proven that direct
mail is easier to process, easier to remember and motivates people more
than digital messages. Direct mail is more likely to encourage specific
behavior, so organizations can achieve an even higher ROI when
conducting these types of campaigns. It’s true that mailing costs more
money than a digital campaign, but with a 13:1 ROI on average,
organizations often find that it is worth the extra bucks. We have even
seen as high as a 766:1 ROI on very targeted campaigns for patient
While it may feel like the pendulum keeps swinging between traditional
and digital channels, the reality is they all have a place in a
marketer’s toolkit. A millennial-focused Marketing campaign with a smart
mix of print and digital is more effective than single sourcing one
channel or another. This younger generation is hungry for meaningful and
authentic interactions, don’t limit how you deliver on it.
for List Hygiene to Ensure Clean,
In many ways, clean data is the
key to marketing success, whether you are using direct mail or
But according to ZoomInfo, 94% of businesses suspect
that they have inaccuracies in their databases. How can you help your
business avoid falling prey to the same dirty data dilemma that affects
so many others?
First…The Importance of Data Cleaning
According to an article on Forbes.com, dirty data (e.g. duplicate
records and inaccurate information) is the biggest threat to your
company’s direct marketing efforts. These inaccuracies can cost
companies more than 12% of their overall revenue. Insights into your
customers and their actions are critical to how your sales and marketing
teams make decisions.
Start with Quality Data
Know from the start what you want to get out of your data, how you will
regularly maintain list hygiene, and how you will prevent/rectify list
errors like typos and missed fields. Consider how to keep your data
current, understanding that nobody’s information remains static (people
move, change jobs or email addresses). Above all, make sure that
everyone on your team is on the same page: using the same criteria,
abbreviations, and database.
Vet Incoming Information
Don’t let unhealthy data enter your healthy database! Develop a Standard
Operating Procedure for managing new records as they are created. If you
use a form for capturing new visitor information, require standardized
data formatting and fields. When acquiring a new lead—whether through a
form or a sales contact—use a double opt-in method to verify their email
or physical address. These efforts will help to minimize or eliminate
duplicates or bounces by catching undeliverable or junk addresses.
Make Efforts to Check Data Accuracy
The bounces and undeliverable addresses outlined above cost you money.
To get the most bang for your buck, take measures—like a double opt-in,
mentioned above—to ensure that the information in your database is
accurate and clean. Consider employing software tools that can help you
verify data without requiring extensive manual work.
Find and Eliminate Duplicate Records
Duplicate information is a waste of time and outreach. You lose the cost
of production and postage on every duplicate postcard or letter you send
and waste time and effort with bounces or inaccurate data on duplicated
email addresses or names. With duplicates, you may be inundating a
single user who has multiple records, or you may only have partial
insight into customers/prospects whose information is split across
Continue Building Out Your Records
Marketers are wise to consider progressive record building. For
instance, if the captured data started with just name and email, use
software to add title, phone number, physical address, etc., on
subsequent visits. The software may also help you build out records by
searching the web for first-party data, cleaning it, and updating your
These good customer data practices will help you ensure that you have
the critical customer information you need for effective outreach with
minimal bounces or returned mailings; give you a single view into your
customers and their interests/actions; reduce wasted postage or mailing
costs; and help you maintain a solid reputation as a company that is
careful with customer information.
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Use Direct Mail to Boost Multi-Channel Marketing Success
Marketers Should Use Direct Mail to Reach Millennials
Tips for List Hygiene to Ensure Clean, Accurate Data
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Direct Mail Humor!
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