August 26, 2014

Mobile technology takes direct mail personalisation to a new level

Mobile technology takes direct mail personalisation to a new level

For ground breaking mobile technology that is changing the face of direct mail personalisation, look no further than the new Interactive Advertising Mail brought to us by the likes of Documobi. The recently developed mobile technology works through lively and active mobile interaction.


What we like about Interactive Advertising Mail technology is that when we have a million tasks to do, the new mobile technology can take some of the pressure off. It is perfect for medium to large direct mail campaigns. It effectively makes our print work harder, making it last longer, which has the great advantage of saving you money and doesn’t have a knock on effect at any stage of the production process by interfering with any other aspect of the direct mail production process. No wonder we’re excited by Interactive Advertising Mail, and everyone is now talking about the new mobile technology.


QR Code to respond to DM campaigns

Interactive Advertising Mail doesn’t require policy or tags. It works with a stationary section of print that is combined with the demographic and historical data held. Scan the QR code with the app and it creates up to the minute personalised pages for your business.

Is QR Code smarter for you?

Scan the QR Code and you will receive sole offers and knowledge based on business and marketing obligation, your locality, time, prior purchase history and just about all other information within the database that is relevant to direct mail personalisation.

The world of marketing is changing in this modern technology era. It is necessary to engage with every business as an individual and not expect each genre to require the same type of direct mail. Each business has its own requirements, and with Interactive Advertising Mail mobile technology high levels of personalisation is available to all of us.


romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: +44 (0) 20 8293 8550

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August 20, 2014


Photoleaf and Romax the brand owner are chuffed to bits to be nominated this year for the 2014 Digital Printer Awards under the category of Photobooks, Year Books and Hard Cover Reports.

This is the second year running that we have been shorlisted for the prize and this demonstrates that the quality of our product is recognised across the industry and beats other suppliers.

Watch this space the awards ceremony is to be held the Marriott London Grosvenor Square W1K 6JP, on Thursday 2 October 2014. Let’s hope the judges view our entry favourably!

August 18, 2014

How to increase customer loyalty through direct marketing

costumer loyalty crossword

How to increase customer loyalty through direct marketing

We all receive countless emails, flyers, text messages and adverts in various forms each day, and sifting through them to find those few that offer us any interest or value takes time. Trying to get the attention of customers is the first big hurdle, getting them to read what you have to say is an even bigger one – but what about actually engendering loyalty? How is that possible given the wealth of competition and marketing noise everyone is surrounded by?

STEP 1 – Right Data Right Approach

The first step to increase customer loyalty is to look at your database of information. Begin by making sure your information is accurate, complete and up to date. Take a note of how people have selected to be contacted, because these days direct marketing offers a wealth of choices, from traditional postal mail and leaflets to email and texting. Making sure you contact people in the right way is the first step towards success.

STEP 2 – Different Strokes for Different Folks 

The second step is to make sure that you divide your customers into many small groups. There are two good reasons for this. Firstly, by dividing people into smaller groups you can categorise them more effectively, ensuring that information sent out to them is much more targeted to their specific needs, lifestyle or circumstances. Secondly, you can test out marketing approaches with smaller groups, analysing the response rates so that you can see methods and approaches that worked and those that didn’t, helping you to improve your approach in future.

STEP 3 – Just saying ‘Hello’

The third step is to make sure that you aren’t just selling stuff to people every time you contact them. Begin not by shouting at them about your low prices, your new products or your delivery charges. Try offering them a reason to read what you have to say by making it relevant, and providing something of value. Exactly what you offer will vary, perhaps it is a coupon, or a free service, a discount voucher or a heads-up about a special launch or event.

STEP 4 – No Shouting


By helping people to recognise that when they see something from you, it will contain something of relevance, of interest and of value, you’ll stand out from the crowd of those just shouting about their prices and asking why on earth they haven’t bought anything lately. ‘Speak’ quietly, ‘speak’ calmly, and ‘speak’ clearly, offering what they really need, and be thankful, expressing your appreciation for their loyalty. Even if they’re not especially loyal yet.

August 11, 2014

Direct Marketing – Innovation in a multi-screen, multi-device world

Direct Marketing – Innovation in a multi-screen, multi-device world

In an age dominated by the Internet, social media and email, it is tempting for marketing executives to believe that the whole concept of Direct Marketing (DM) has had its day and should make way for the new, shiny world of digital media consumption. This may be a view shared by many but, is it true?

DM as part of the marketing mix

The reality is that DM is just as useful a marketing tool now as it ever was, provided it is used as part of a more comprehensive marketing strategy and, sometimes, adopts some digital characteristics.

Take for example the marketing undertaken by charities. Daytime TV is littered with ads trying to squeeze money from a sometimes unwilling public; parallel, full page ads appear in popular print media and occasionally, SMS texts may even be sent.

However, envelopes – the most basic form of DM – will also simultaneously drop through the letterboxes of a carefully targeted group of individuals, the contents mirroring the subject matter of the TV ads and the message contained in the printed media.

DM by email – effective or not?

Using email as a form of DM is cheap. However, according to one consumer marketing agency, 83% of people now use an email preview window, causing email open rates to continue to fall. Some ISPs and autoresponder companies will also block emails if sent too frequently, do not have a reliable ‘unsubscribe’ link or do not specify a genuine sender address.

Emails used as DM can be positive, however, especially if the prospect has bought before. Rail and airline companies will often send promotional emails to existing customers, but usually only as part of a larger, sometimes time-limited overall sales process.

Finally, is the following statement true? “young people expect digital marketing; older individuals, usually the ones with a higher disposable income, do not” One thing for certain in marketing is not to make assumptions as they are usually wrong. Mine the data and test the campaign thoroughly before releasing in full.

The tangibility of true DM – priceless and unique

When someone receives a luxury brochure, a well produced sales letter or a printed invitation to take up an exclusive offer, if it interests them at all they will probably hang onto it; for a while at least. They will see it often, as it lies on their desk or table. They may discuss it with others. However it affects them, they will think about that letter, brochure or invitation; consciously or otherwise. They are already well into the sales funnel.

That is the true power of tangible DM; it puts something of value into people’s hands, quite literally. That can never be achieved by using TV, printed media or email marketing – most of which is forgotten almost as soon as it is seen, read or received.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: +44 (0) 20 8293 8550

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August 4, 2014

Can marketing automation software systems improve DM results?

How marketing automation software can be used to improve DM results


The emergence of marketing automation systems has added a new dimension to companies’ direct marketing campaigns. The evidence suggests that these systems are effective in improving the monitoring of results from campaigns and better targeting precious marketing resources.

According to the 2013 Lenskold Group/Pedowitz Group Lead Generation Marketing Effectiveness Study, companies that use automated marketing tools are more effective than those that do not. This is due to the fact that these companies are taking a more rigorous approach to measuring the results of their campaigns than their less effective peers. The marketing automation software simply helps to make gathering usefully detailed results quicker and easier, which explains the greater take up of such software amongst more effective companies.

Automated systems that are integrated with customer relationship management systems are used by four out of five of the “top tier” marketing firms that responded to the Lenskold/Pedowitz survey. Out of the total respondents to the survey only 13% had automated tools integrated into their systems.

One of the important activities that automation makes easier is testing the effectiveness of direct messaging campaigns. Software can be used to analyse the effectiveness of a campaign in generating leads with a group compared to a control group who were subjected to a different campaign. It also makes it easier to draw out the relative value of customers generated by the respective campaigns.

Another use for automation is to produce reports that show the revenue generated from leads who responded to a particular campaign.

Sophisticated techniques can be employed to gather more reliable data about the effectiveness of marketing spend. These can include setting up control groups that are not exposed to a particular aspect of your marketing activity, so that a comparison can be made with those that are. In this way it is easier to identify which aspects of a campaign are under-performing and need to be modified or dropped altogether.

Ultimately the goal of gathering data regarding the effectiveness of marketing activity is to improve your approach for the future. This requires the data to be presented in an understandable format for managers. Automation tools provide a neat way of presenting data in readily digestible formats so that the information can be acted upon.

By slowing down and taking a good look at how your marketing spend is actually affecting the market segments that you are targeting, you will improve the effectiveness of your direct marketing approach. Automation helps with this, which in turn will help make your business more profitable.


romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: +44 (0) 20 8293 8550

Contact Us