Talon Mailing & Marketing

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Deer Park, NY 11729

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Welcome to the Talon Mailing & Marketing December 2018 Newsletter.

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Making Direct Mail Work Harder: Three Tips

By Julian Gratton, ChiefMarketer.com

In the same way that vinyl records are being embraced by under 25 year olds direct mail is being reinvented by marketers who are using it as a vital part of their multichannel marketing strategies.

Here’s three tips marketers can use to ensure that their direct mail campaigns trigger a response and persuade people to buy.

1) The big tease

Before someone rips open a piece of direct mail, you must incentivize them to pick it up in the first place—so looking at the design and layout of your envelope is a good place to start.

Imagine a promotional offer which is just about visible through the envelope window, but not fully revealed. This works especially well when recipients get a sneak peek of a tailored offer that appears personalized and “just for you.” Julian, your special offer is just moments away… Curiosity gets the better of us—we simply must know what’s inside and open the letter to access the promotion. We can’t help but want to find out more.

Marketers can also be more inventive through gamifying envelopes—for example designing an envelope that appears as though it’s already been ripped open. The recipient does a double take and picks up the envelope before realizing it’s a clever piece of design and the contents are still intact. This element of gamification can also extend to experimenting with envelope shapes to make the mailing stand out.

2) Get the message

Unlike a social feed, direct mail is a medium that can capture attention for more than a split second. You must pick it up, hold it in your hands, inspect it, turn it over and open it. Unlike a smartphone screen, it also gives marketers a bigger canvas to work with—but that also means that there’s more to absorb.

Getting the reader to understand the takeaway message in under three seconds is crucial. Marketers need to decide where on the page they want to draw attention and know how to do that quickly. Clear signposting can have a massive effect on response. The standard font size for most direct mail pieces is 11pt so using a larger font automatically makes people look twice.

Typeface can also evoke a reaction. Footwear company AllBirds is just one online brand utilizing direct mail to engage customers via a handwritten typeface, making it feel friendly and personalized.

Finally, “angling” is another technique that places images or graphics on either side of the page in a diagonal pattern, encouraging readers to ping pong from one side to the other until they reach the bottom of the page and the all-important call to action.

3) Understanding behavioral science across design and the written word

How a piece of direct mail looks and feels is crucial in getting recipients to open. But once readers are holding it in front of them, you’ve got to give them something good. Marketers simply cannot underestimate the power of good copy to create a narrative.

There is a behavioral science to storytelling that steers the reader away from making them feel as though they are being sold to.

Copywriter Martin Conroy’s direct mail letter “two young men” compares the success of two college graduates. Both follow very similar life paths, yet one is more successful than the other—the implication being that it is because he reads the Wall Street Journal.

Used over the course of three decades, the letter was credited for selling $1 billion worth of Wall Street Journal subscriptions. Why was it so successful? Because Conroy managed to pull the reader into the scenario and allow them to picture themselves there. Crucially, the reader was given a protagonist who they could identify with—everyone wanted to be the successful man in the story.

Direct mail never went away but there was a period when marketers may have abandoned it temporarily in favor of digital. Thankfully, we’re now seeing it being embraced as part of multichannel campaigns that leverage the psychology of marketing and behavioral science to connect with today’s ever smarter consumer.


Why Outsourcing Marketing is Good for Your Bottom Line

From: Marketingtango.com

When integrated marketers and their teams are in over their heads with a challenging workload, bringing in help from the outside makes sense.

Rather than seeing them as an indulgent expense, outside help often saves money while  building business.

Whether it’s tight deadlines, doing repetitive work in a limited brand palette, or having a big project with 37 rounds of revisions…admit it: you and your employees are fantasizing about running away to a tropical island. When the going gets tough, the smart integrated marketers call for help.

Even if hiring an outside agency feels indulgent, it shouldn’t. It’s cheaper than the alternatives (e.g., hiring a full-time employee, missing deadlines then losing business, having to withdraw from a pitch because you don’t have the right staff). Here’s why using outside help makes good financial sense:

Keep your employees happy:  Burnout is real and, unsurprisingly, the ramped-up timelines of digital marketing are even more stressful. Having a set of extra hands can help your team take a much-needed breather, which can…

Avoid costly mistakes: Mistakes happen to the best of us, especially when we’re jugging too many projects and rushing through QA. Design mistakes can cost time, money, and credibility, which is reason enough to get help.

Keep your existing clients happy: If you’re an in-house group and you bring in outside help for a special project, your client is going to see your commitment and feel much more valued.

Protect yourself from going over budget: If your team is stretched so tightly that more senior designers are having to do grunt work, it makes financial sense to send out projects – so your higher priced talent doesn’t burn hours that eats into your profits.

Enhance the quality of your work: You and your team have probably been working with a branded image library, fonts, and colors for a long time and gotten accustomed to doing things a certain way. Let an outside marketing pro inject some fresh thinking into your work.

Be more competitive: Suppose you get a new project or opportunity that requires a specific skill that your team doesn’t have, for example, a client wants to produce a commercial and your copywriters only have web and direct mail experience; or you’re asked to build a website with a content management system you’ve never used before. Outsourcing social media and content marketing is becoming increasingly more popular with integrated marketers for that exact reason.

Finding marketing support doesn’t have to be difficult, either. Call your vendors and ask for referrals. A well-executed marketing project is almost the next-best-thing to taking a vacation!


The Power of Direct Mail, and How to Get it Right

By Julian Gratton, Mediapost.com

Direct mail is an effective way to gain and maintain the recipient’s attention, creating a lasting impact and encouraging people to act.

Gen Z, whose members have grown up attached to their smartphones, are now taking a step back from social media.

According to an Origin survey of 1,000 U.S. consumers aged between 18 to 24, 58% of respondents said they were taking a break from social media, while 34% said they have now left or deleted an account entirely. This doesn’t mean marketers should disregard social, but instead think about how they can incorporate other media into their overall marketing mix.

Direct mail (DM) is now being used in new and exciting ways to reach audiences and make a lasting impact on the recipient. This is partly due to the fact that a smartphone screen is limited by size and so offers less reading space than direct mail.

It’s also the power of the tangible, where recipients are encouraged to pick it up, put it back down and return to it time and again.

Consider these techniques when designing and producing DM to achieve the best results.

The perfect copy

The choice of words used in DM copy is extremely powerful. Customers don’t make the decision to buy based on a product or service alone. They buy because of a promise that the product will make their life better in some way.

This must be clear in your copy, which should tell a story, rather than just listing benefits. With a narrative, you encourage readers to imagine themselves in the situation you describe — which may include using your product or service.

One age-old technique to achieve this is by using the word “you” — that focuses on recipients and what your offering can do for them, rather than shouting about the brand.

Angling

How you choose to present information can significantly influence its impact. It’s vital that readers grasp whatever key message it is you want them to take away in a matter of seconds.

Angling is a great way to achieve this: placing images or graphics on either side of the page in a diagonal pattern, encouraging readers to move fluently from one piece of information to the next until they reach the bottom of the page. This is where marketers place the call to action and key information that encourages the recipient to respond.

Partial reveal

Just as the layout of the copy is important, how you choose to present DM is crucial in piquing interest and encouraging someone to engage with it in the first place. For example, delivering DM in an envelope with only a portion of a promotional deal visible through the envelope window intrigues recipients, who’ll want to know what is inside. They will instinctively open it. It’s the reason why trailers for movies work so well. It’s in our nature to want to find out more.

Partial reveal is an old-school trick when it comes to DM, but marketers are now looking at new ways of executing this. Sending a piece of DM in an envelope that appears as though it has already been torn open will make the recipient look twice and instinctively inspect it closer.

Abandoning one channel in favor of another can be destructive to any marketing campaign. Printed media shouldn’t replace digital components — and vice versa. Rather, different channels and touchpoints can be harnessed to achieve different objectives.

Direct mail is an effective way to gain and maintain the recipient’s attention, creating a lasting impact and encouraging people to act.



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:

Making Direct Mail Work Harder: Three Tips

Why Outsourcing Marketing is Good for Your Bottom Line

The Power of Direct Mail, and How to Get it Right

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:
  • U.S. Navel Institute

  • Oorja Nutrition

  • 3 New Lists From Statlistics


Mike's Favorite Apps & Links:

Some interesting things to check out...

Slite.com - A great site for your business team. Create your company wiki. Collaborate on projects, take, keep and update project notes.

Stefanopeschiera.com/hue-Color-palettes - Hue is a collection of hand-picked color palettes for inspire your design and make beautiful website and app. Hue is as clean as they come and the simplicity is hard to ignore. No frills, just colors, and just plain fun to browse. The system is based on 60-30-10 color ratio rule and it help you to balance and apply the colors to your design.

Mentimeter.com - Mentimeter is an easy-to-use tool that makes facilitators and presenters look like stars. No installations or downloads required - and it's free!

Appypie.com - Make an App without coding. Try App maker for free. Trusted by Over 1,000,000 businesses worldwide.

Mobilepassport.us - Now you can breeze through customs. The mobile passport app speeds you through U.S. Customs and Border Protection at 3 cruise ports and 26 airports.

Stoop.website - Quit the news feed, Embrace the newsletter. Stoop helps you discover, subscribe, and consume great content all in one place. Get those newsletters out of your inbox and onto your Stoop.


Work Samples:

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.


Newsletter Archives:

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