Archive for February, 2021

99 Tips for Direct Mail Marketing (Part II)

By Al Lautenslager, Entrepreneur.com

February 23, 2021

Kick your marketing into high gear with these 99 ways to get customers to open your mail.


Talon - direct mail services Long Island New York


Last month we covered Al’s first 50 tips. This month’s we are listing his remaining 49 tips.

Direct mail is one of the most important pieces of your marketing plan. Developing and executing the campaign can many times be a thankless job. Today’s mailing regulations can get complicated–postage rates are changing and the flood of mail makes it harder to stand out. The right message is very important and must get to the target prospect in the right way on a frequent basis. Capturing your reader has to happen fast and your reader must be motivated to take action.

Here are the tips 51 – 99 to ensure that you get the right message to the right target–in the right way.

  • Include a toll-free number if you have one

  • Get your readers involved with a contest

  • Use a tear-out coupon or one with a printed perforation

  • Ask plain questions and offer a simple solution

  • Put in a photo of yourself or an associate’s to personalize it

  • Make promises; keep promises

  • “Free” is still a motivating word–use it and highlight it

  • Use handwritten notes or comments on your direct-mail piece

  • Guarantee customer satisfaction

  • Offer proof of the benefits

  • Include case studies and success stories

  • Restate your offer often, especially at the end of the communication

  • Use captions, sayings or titles under all photos

  • Order your mailing list or compile it way in advance of your execution date

  • Test your list and use “Address Correction Requested” to clean your list

  • Mail to vendors as well as target prospects

  • Outsource things you don’t do best: printing, mail prep, design, etc.

  • Put yourself on all mailing lists

  • Work with a list broker to tighten list specifications

  • Test different copy, headlines and offers

  • Use graphics on the outside of envelopes

  • Measure results and calculate ROM (Return on Mailing) dollars

  • Code your mailings to measure response

  • Mail frequently to a smaller subset of your list

  • Plan and prepare enough mailings for three months at a time

  • Use color

  • Do a co-op mailing with a fusion marketing partner or power partner

  • White space is good–a clean look is professional and easy to read

  • Print in large quantities to take advantage of cheaper printing prices

  • Use mailing pieces as handouts and for sales kits

  • Mail to PR contacts

  • Self-mailers are read more than stuffed envelopes

  • Postcards are very efficient; usually both sides are looked at

  • Print on the flap of the envelope to increase exposure

  • Create excitement: “Act Now!”, “For a limited time!”, “Hurry while it lasts!”

  • Deliver stacks of left-over printed items to trade organizations

  • Its OK to send the same piece over and over for consistency

  • Mail to educational institutions

  • Create fun for you and your prospect with your campaign

  • Tie other marketing to your mailings

  • Put your website address on all mailing pieces

  • Odd shapes work, too

  • Mail with stamps get opened before metered mail

  • Include pre-stamped reply envelopes

  • Don’t delay your mailing by trying to mail in bulk on one day

  • Include a business card in a letter

  • Lumpy mail gets attention–it gets opened and gets a good response

  • Have a conversation with your prospect

  • Publicize your direct-mail campaign

  • Hopefully you’ve found one or two–or even dozens–of tips for your next mailing. They’re easy tips for any business to use, and are guaranteed to increase your customer response rate.



    Need help with your marketing or direct mail?   To learn more about our services, or discuss your direct mail needs, here’s our home-page link and contact information:



    Talon Services Include: Direct Mail Services, Long Island New York, Personalized Letters, Laser personalization, NCOA services, mailing lists, mailing list cleanup, Address Correction, Merge Purge, Duplicate Eliminations, Mailing Services, Presort, Direct Marketing data processing, Postage Savings


  • Three Simple Ways to Leverage Customer Data

    February 17, 2021

    These simple techniques can empower small marketers to better compete with larger, deeper-pocketed rivals.


    Talon and direct mail data leverage


    One strategy that can be particularly effective is better leveraging of in-house customer data, much like large corporations mine so-called ‘big-data,’ only in a more familiar and relatable way.

    Follow these three simple ways to help you bring a higher return on information you already have.

    1) Leverage Customer Data to Shape Strategy

    Segmenting customers by relevant criteria enables you to tailor your marketing accordingly, including personalizing direct mail and emails and other tactics with appropriate imagery and offers.

    Simply including the recipient’s first name in the email, or direct mail piece, can boost engagement. One organization that added personalization increased their company’s conversions by 15 percent.

    2) Respond to Operational Lapses

    By closely monitoring customer feedback channels, including social media, you can understand the nature and sources of customer dissatisfaction. This helps “identify specific locations, processes or even employees that don’t maintain the company standard,” one marketer observed, and respond quickly and appropriately. The secret here is to ensure that “data is sufficiently aggregated,” so that reliable patterns emerge (an excessive number of returns or complaints from one store or website, for example), rather than basing responses on infrequent or one-off grievances.

    3) Apply Insights to New Offerings

    “Mining data from support interactions can be a goldmine for developing future versions of your products,” says one marketing executive, relating how his company does it. At the end of each call or email they handle, “the support team simply asks customers if there’s a feature they’d like to see in future versions.” These ideas are immediately compiled on a nearby whiteboard, and with enough mentions, added to the next development-meeting agenda.

    In the end, a more intentional and creative approach to leveraging data can only have upside for you and those you serve.




    Need help with your marketing or direct mail?   To learn more about our services, or discuss your direct mail needs, here’s our home-page link and contact information:



    Talon Services Include: Direct Mail Services, Long Island New York, Personalized Letters, Laser personalization, NCOA services, mailing lists, mailing list cleanup, Address Correction, Merge Purge, Duplicate Eliminations, Mailing Services, Presort, Direct Marketing data processing, Postage Savings


    Magic Words to Elevate Your Marketing in 2021

    By Steve Pulcinella, Business.com

    February 3, 2021

    Implement these words into your marketing plan to get the most out of your direct response campaigns.


    Talon Direct marketing services blog

    Please note, in an upcoming blog we will have Steve’s take on colors that will also help elevate your marketing.

    Do you know who David Copperfield, David Blaine, Penn & Teller, and Lance Burton are? They are all world-famous magicians – sleight of hand, illusion, card tricks, etc. They often use magic words, “abracadabra” being the most famous among them.

    Do you realize that, as business owners and marketers, you have your own magic words?

    Pulling a prospect or repeat client toward your marketing campaign is easier when you use language that the brain and eyes both instantly understand. By using these words, you are not tricking people into seeing one thing and believing another; you are just tempting them to use your product. When you incorporate these five magic words or phrases into your copy, your sales might just grow like a beanstalk.

    The 5 magic words:

    1. “Free”

    Who doesn’t love “free” everything? The word “free” in an offer is brain candy to buyers, whether it’s grocery store samples, every fourth tire or every eighth window they buy. If you can afford the giveaway, and it is appropriate for what you ultimately want to sell the prospect or client, go for it.

    2. “No obligation”

    When you use the phrase “no obligation” in an offer, you are telling your prospect, “I expect nothing from you in return.” Some believe it, while others might be skeptical. But for those who engage with your call to action, you must have a strategy for the next steps that does not involve their commitment, even if you’re giving them something free just for listening to your pitch or attending your presentation. The strength of your product or service should be enough for them to want to move forward.

    3. “Details inside” or “see inside”

    Stoke a little curiosity in your product or service. Multi-page postcards aren’t a thing, so this idea works best on landing pages when you can easily direct your prospect to exactly what you want them to read or see. If you prefer direct mail marketing, though, you can still tempt the prospect by crafting the postcard with the right language, visuals, and promise to cure them of the pain point they didn’t know they had – but are now curious to learn more about.

    4. “Limited time”

    You can use this phrase to target segments of your audience that have been slower to respond in the past, or if you’re offering a discount on a product or service, and you can’t afford to lose money on whatever it is for, say, an entire year. Put a deadline on a sale or promotion, make it concrete, and stand your ground. But monitor the results: Do you need to extend (or shorten) the deadline the next time you try the promo? If one more week of the special gets you four more clients, does that work with your expected ROI for the campaign?

    5. “Announcing”, “at last” or “just released’

    The implication of these phrases is that your prospect or client is on the front end of something no one else knew before you just told them. Exclusivity and the chance to be on the leading edge of an opportunity, trend, or even knowledge plays well with consumers and can boost your response rate.

    You can find plenty of tips about direct response campaigns and postcard marketing across the web, but getting prospects and clients to buy your product or service doesn’t require a tuxedo or wand – and it doesn’t in any way imply using trickery to get sales. Because the words you use have influence, it only makes sense to use the best, most impactful, and most magnetic words you can.




    Need help with your marketing or direct mail?   To learn more about our services, or discuss your direct mail needs, here’s our home-page link and contact information:



    Talon Services Include: Direct Mail Services, Long Island New York, Personalized Letters, Laser personalization, NCOA services, mailing lists, mailing list cleanup, Address Correction, Merge Purge, Duplicate Eliminations, Mailing Services, Presort, Direct Marketing data processing, Postage Savings