Welcome to the Talon Mailing & Marketing December 2016 Newsletter.
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Holiday Marketing Tactic You Should Try
By Rieva Lesonsky, Smallbiztrends.com
One holiday marketing tactic that might not be on your radar could
actually be highly effective: direct mail.
Direct mail influences holiday purchases for 77 percent of
shoppers, a study by Epsilon reports. By comparison, just 41 percent of
respondents say online banner ads influence their decisions.
Holiday Marketing with Direct Mail
Why the love for direct mail? Respondents say direct mail usually includes
some kind of discount. They can take more time to review the offer than if
it were online. Plenty of respondents enjoy looking at mailers in a
leisurely fashion. And many say they simply get too many emails — direct
mail cuts through the clutter.
Of course, you shouldn’t ignore digital marketing — 90 percent of
respondents say they will go online or look at retailer emails as part of
their holiday shopping. But the surprising popularity of direct mail means
it deserves a second look.
Here are six tips for a successful direct mail campaign:
1. Use the right mailing list. If you have a mailing list of current
customers, that’s the best place to start — you know they’re interested in
what you have to offer.
2. Include an offer. Three-fourths of survey
respondents say they are likely to use coupons they received in the mail —
even more than those who plan to use coupons received by email or found
3. Create a sense of urgency. Time-sensitive
offers can get customers into your store during slower times of the week.
For instance, hold a pre-Black Friday sale targeting customers who want to
avoid the hectic crowds, a midweek sale or special deals available only
from 9 to noon.
4. Include a clear call to action. Whether
it’s “Free Gift Inside” or “Bring in this postcard for 40 percent off,”
make it immediately clear what you want customers about how the direct
mail piece benefits them and what you want them to do next.
5. Don’t forget the basics. I once got a
postcard with an offer I was eager to act on, but I couldn’t find the
business’s name anywhere on the piece! Hard to believe, but true. Make
sure your direct mail piece includes your name, address (maybe even a
little map), phone number, website URL and business hours.
6. Track responses. Asking customers to bring
in the direct mail piece for a free gift or discount is a good way to
track who responds. You can then invest more in mailers to those customers
What type of format should you use? That’s partly determined by your brand
image, but here are some alternatives:
- A letter - Gift Card Enclosed or Gift Certificate Enclosed on the outside
of an envelope will almost always get customers to open it. A gift card or
certificate has a higher perceived value than a discount coupon — and
customers will almost always spend more than the value of the gift card
when they visit your store.
- A card - Consumers are primed to open cards
at the holidays, so a holiday greeting card or “thank you for your
business” card (with a discount, gift certificate or other offer inside,
of course) is sure to get opened.
- A flyer - A colorful one-sheet flyer,
tri-folded and addressed on the outside, can be surprisingly effective as
well as inexpensive. If you use an attention-getting color, it will stand
out from other mailers.
- A postcard - Postcards can be a colorful way
to stand out from the pack too. Bonus: They’re also cheaper to mail.
Invest in quality stock and four-color printing, as well as
Mail + Digital: A Match Made In Marketing Heaven
Despite grumblings and frenzied articles to the
contrary, direct mail remains a key integrated marketing tactic.
In fact, its integration with digital marketing has nearly
guaranteed that direct mail will continue to hold its own in the
multi-channel marketing landscape.
A recent article from Target Marketing Magazine looks at the harmonious
relationship between direct mail and the digital marketing that many
predicted would spell its doom. Despite such concerns, it’s clear that the
two have developed a symbiotic relationship that benefits consumers and
the businesses trying to reach them.
You Got Digital in my Direct Mail!
Direct mail and digital represent a happy marriage of old and new tactics.
Today’s direct mail is more personalized, more customer focused than ever
before with the enhancements that digital provides. These are no simple
print-and-mail postcards; you can now augment your carefully crafted,
strategic direct mail solutions with data-driven targeted messaging, QR
codes, personalized URLs, audio and video.
The Love Affair Isn’t One-Sided
Direct mail also offers the benefit of being a physical piece with staying
power; an interesting piece may stick around long after an email would
have been deleted. This post further explores the magnetism of direct
mail, including that it is personal, perceived as trustworthy, feels
special, and doesn’t clutter up the inbox.
Target Marketing gives a Top Four list of the most beloved features of
direct mail among digital marketers.
Don’t let fear of being thought of as old-fashioned cause you to miss this
useful opportunity to reach your audience in what continues to be an
appealing and effective medium. The low-cost/low-return efforts of some
digital outreach may be tempered by the higher response rates and novelty
of a personalized, compelling piece of mail in your customers’ hands.
Now’s the time to embrace the possibilities of a digital/direct mail
- Programmatic Direct Mail – debuting just last October, this is the
physical re-targeting of digital activity. (For a detailed overview of
this new product, see this post.)
- Direct mail is not subject to those challenges faced by email marketing
each day: customer retention, unsubscribes, spam, bounces, email filters,
- Direct mail provides another channel for connecting with online
subscribers and prospects.
- Direct mail offers an additional way to measure success and meet
performance goals. More measurement means more insight into customer
behaviors and preferences.
Ways To Get Maximum Power Out Of Direct Mail
By Mike Tinz, fastcasual.com
It's a fiercely competitive time in the business community. The economy's
overall shakiness, combined with an array of political, social and global
conditions has created an even fiercer business environment than the one
marketers have always faced.
That's why now is the time crank up your marketing game, to stay ahead in
a huge field of options all vying for the same finite number of paying
customers. But listen to most of the buzz these days and you'd think the
only thing that matters in customer communication and promotion is
electronic forms of marketing. In that respect, that aforementioned "buzz"
1. Design quality matters … a lot.
The truth is that direct mail marketing is still ad extremely effective
and important component in your overall promotional plan. When combined
with digital and mobile components, in fact, direct mail can drive
business your way as well or better than other electronic forms of media.
This is particularly true if you take the time and thought to ensure your
campaign is high on the following three qualities shown to boost the
return on your direct mail investment and reach your objectives.
Consumers buy with their eyes. In fact, studies indicate that buying
decisions are typically made within the first three seconds of an ad's
view, making the images, colors and language you choose critical to
success. Take the plunge and pay for the best photography and design
possible to give customers an irresistible visual "taste" of your
best-selling menu items, instead of things like LTOs with limited
potential for driving long-term sales.
To create visual appeal and magnetize potential customers' eyes, use the
so-called "hierarchy of colors" to create synergy between your ad's
background, base and accent hues. To get to understand the whole idea of
the hierarchy of colors, go online to someplace like this color wheel
website to familiarize yourself with the color wheel that artists and
designers rely on to capture attention.
It may sound crazy, but the fact is that our brains respond differently to
different color combinations, so things like a call to action should be
created from colors that are complimentary, but still contrast with base
and background ad colors. For instance, a combination like red and yellow
act like a vacuum for the eyes, pulling the viewer in to focus on the
2. Know and define your promotional
The simplest way to entice new customers and retain those who've been
around for a while is to know and follow a clear promotional strategy.
This not only keeps your brand top of mind, but gives you an edge over
direct competitors. So, designate monthly or quarterly specials
corresponding to major holidays, sporting and political events, but
continue to push classic menu items, too. Promotional coupons, for
instance, should offer broad-based menu choices with wide appeal. So,
consider a BOGO for pizza or wings with a purchase to entice new customers
while still appealing to those good ol' reliable patrons you've always
3. Print is not dead, but it sure loves to
have a digital partner.
A recent Mandlik & Rhodes study found that 70 percent of consumers still
actively seek out print coupons, so these items are still a key component
of your marketing strategy. But, if you incorporate digital elements for
consumers who prefer this form of promotion, the study showed it increases
consumers' desire to buy the product. So, don't forget to augment your
paper-based direct mail campaign with electronic forms of promotion, like
digital coupons and QR codes that give these consumers a way to engage
with your brand.
Typically, print coupons provide higher return on your investment, but
digital coupons are easier to distribute. That reflects why a healthy
balance of both forms of promotion is crucial. In fact, direct mail itself
should be supplemented and incorporated into your overall marketing
strategy, along with online, mobile and other forms of promotion.
This may all seem a little bit like overkill, but communication today is
an approach of many choices. Your best bet of attracting a broad sweep of
customers of all walks and generations is to incorporate everything from
the old and well-known forms of communication, to the newest and
trendiest. That way you attract those types of users, as well, and
variation is not only the spice of life, but the driver of higher sales.
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. These
tickets are great seats!
Monday December 26, 2016.
Nets vs. Charlotte 7:30 PM.
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The Holiday Marketing Tactic You Should Try
Direct Mail + Digital: A Match Made In Marketing Heaven
3 Ways To Get Maximum Power Out Of Direct Mail
Mike Borkan's Apps & Links - Apps & Web sites you probably
View Samples of Our Work
Direct Mail Humor!
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Did you know Talon offers the following services?
Click on the links below to see samples.
Direct Mail Humor!
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