July 25, 2017

Direct Mail Facts & Figures

Written by Nilda Cerna, Marketing Manager at Romax Marketing & Distribution.

Direct Mail

Are you trying to increase the open rate of your emails to bring more traffic to your website and grow sales? What if I told you that Direct Mail delivered a great return on investment (ROI) and creates strong, emotional connections and brand associations? Let’s show you figures from the Private Life of Mail research by Royal Mail Market Reach that supports this. Research based on eighteen months of investigation, which included focus groups, neuroscience and tactility work, and more than 9.5K survey responses.


Mail in the home

“On average, people kept door drops for 38 days.”

The study shows that people commonly keep mail they find useful. 66% of the respondents stated that they keep mail that they considered useful. Financial and tourism sectors mail saw increases on that figure up to 72%. In contrast, a study of the email analytics revealed that 51% of emails are deleted within two seconds.

Kantar Media’s TGI survey confirmed that 80% of adults had kept relevant mail in the last four weeks. On average, the mail was kept for 17 days for advertising mail, 38 days for door drops and 45 days for bills and statements. For the same reason, it is common practice in the transactional mail, to include targeted communications and adverts, Romax’s many utility clients use this strategy to cross-sell other products.

The age group of 15-34 years old (millennials) are:

  • 42% more likely to find mail memorable than the UK population as a whole.
  • 71% more likely to trust the advertising mail they receive.
  • 21% more likely to have switched supplier as a result of mail.

Mail in the heart

“People value something they can see & touch 24% more than something they can only see.”

There are strong reasons why getting consumers to engage physically with a brand is likely to have a stronger effect on them. Multisensory stimulations alter the way the brain processes messages which are key to driving an emotional response to messages or brands.

Physical contact results in a sense of ownership over an item (Endowment effect), therefore mail gains an advantage over email.



In the study, 64% of the responders had opened a piece of mail that day, and the majority who did go on to interact with it. The highest open rates and interactions come from Statement, bill or information updates, brochures and letters with a promotion or special offer.


Mail in the Wallet

“ 87% of the responders were influenced to make online purchases as a direct result of receiving mail.”

The Internet has changed your customer’s behaviour. They research a product online and buy it in one click. Often digital behaviour is the last action, an identifiable part of the process, though generated by offline media.


The Royal Mail research shows that mail is highly effective at delivering ROI. When mail was included in a campaign, the total communications ROI increased by 12%.  Including mail delivers more than just ROI. Incremental reach, the efficient growth of market share and cost per new customer acquisition also perform better.


To summarise, a single piece of mail can represent multiple opportunities for people to engage with a brand, reminding them of it, reinforcing its values, and ultimately becoming part of everyday life. Direct mail creates an instinctive sense of value being exchanged between the sender and recipient, which the latter may not be aware of.

References: Private Life of Mail, Royal Mail MarketReach. 3Bet Media Marketing, Litmus Email Analytics 2013. TGI Kantar Media, 2014.



Romax_tag1Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2C, Direct Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy.

Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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July 18, 2017

Romax’s Managing Director, Appointed Non-Executive Director on BPIF Board

We are delighted to announce that Robin Sumner, our Managing Director, has now accepted the position of  Non-Executive Director for the BPIF. Other non-executive directors who also joined the board are Doug Kinsman, Operations Director of SG World; and Mark Roberts, Managing Director of Acorn Web Offset.

Robin Sumner is Managing Director of Greenwich-based, £4million turnover, Romax. He has been helping marketing professionals with their print and personalised communication requirements for over 20 years, supplying data-driven printed marketing services, and direct mail. Robin is a massive advocate of print as part of the marketing mix and challenges anyone to have a frank discussion around the need to include quality, tangible print within any marketing campaign for best results.

BPIF President, Darren Coxon, said, “I’d like to welcome Mark Roberts, Robin Sumner and Doug Kinsman to the Board of Non-Executive Directors, all of whom are highly credible appointments and will – I am certain – add huge value. In addition, I’d like to congratulate Ian Wilton on his appointment as Vice President. In my short time as President, Ian has been a great support and we’ve worked very well together. These appointments strengthen the Board still further and will ensure the BPIF is in secure hands moving forward.”

Charles Jarrold, BPIF CEO, commented, “I’m delighted that Robin, Doug and Mark are joining our Board as Non-Executives. Each of our Non- Executives combine extensive industry experience from a diverse range of businesses with the familiarity of the scope of the BPIF’s activities, and will play an active and valuable role in helping our Executive Team develop the BPIF’s support for UK Print.’’

Charles Jarrold, BPIF CEO.


The British Printing Industries Federation (BPIF)

 The BPIF is the principal business support organisation representing the UK print, printed packaging and graphic communication industry. It is one of the country’s leading trade associations. The Federation strives to ensure their members’ requirements come first.

Through listening to their needs they have developed an unrivalled range of products and services that go well beyond those provided by a traditional trade association.

They provide the highest standard of support for printers to grow and develop healthy, sustainable and profitable businesses, aiming to provide an environment geared towards their success. The BPIF offer practical, value-adding solutions for all areas of a print organisation, ranging from Health, Safety, Environmental and Quality issues; with the implementation of HR requirements; provide resolutions of technical or legal issues; as well as advice and support on marketing, sales and finance. BPIF Training is able to support members develop their employees at all levels, with qualifications ranging from entry-level apprenticeships to Masters Programmes.




July 12, 2017

Top 9 Christmas Campaigns

Written by Nilda Cerna, Marketing Manager at Romax Marketing & Distribution.

Top 9 Direct Mail Christmas Campaigns

With the preparation for your Christmas and New Year campaign either underway or about to begin (yes, it’s July, but, it’s never too early for Christmas), as a marketer you should consider including Direct Mail in your marketing plans. Why?

There are multiple reasons to include Direct Mail in your Christmas Campaign – If you need inspiration for your Christmas Direct Mail Campaign here are our favourite top 9 direct mail Christmas campaigns.

1. Emma Bridgewater
This handmade pottery company matched an image of the coffee mug with the client’s name to look like the final result and promote personalised pottery sales. emma-bridgewater

British retailer Emma Bridgewater, who create personalised handmade mugs and pottery, increased their Direct Mail Christmas campaign responses by 25% thanks to the targeted mail which matched an image with the coffee cup with the client’s name. Read the Emma Bridgwater Case Study here.

2. Smart
Smart promoted their brand following their own concept of reduced size. For Christmas, they sent a card with miniature Christmas Tree accessories. Cute and Smart!


3. John Lewis
The British Retailer sent a Christmas Pack that included a Christmas card, wrapping paper and a brochure with a range of gift ideas. The recipients of the direct mail also received a free mince pie and hot drink when they visited the John Lewis stores.


Printing communications are a highly effective medium, offering a real-world experience. It’s not surprising that 83% of people value mail that is up-to-date and relevant. Moreover, sending meaningful communications helps to keep your brand front of mind and increase your online sales.

4. OgilvyOne
The agency OgilvyOne created an oil painting showing a modern British family at Christmas painted in a traditional style. Each detail in the painting represents one of their clients and their products. What a great way to show customer loyalty and promote yourself at the same time!

public-creative_review-206468-cr_images-ogilvyone-default-640 public-creative_review-206468-cr_images-ogilvy_one_christmas_card_key_0-default-640

5. OgilvyOne

Another great piece of direct mail from OgilvyOne, that mixed direct and digital channels, was a card and  3-D glasses that referred to a YouTube greeting video. The mail was sent to 500 clients, suppliers and prospects with huge success.

3D direct mail

Direct marketing will increase visitors to your website. 59% of people have visited a company website to find out more after receiving a direct mail.

6. Lancashire County Cricket Club
An interactive direct mail piece that plays on the traditional English Christmas cracker.


7. Selfridges

Selfridges’ Christmas direct mail campaign brought the excitement of the season with a package that included a book of Christmas stories and a pop-up Victorian diorama.

selfridge christmas card

Marketing campaigns that include direct mail are up to 40% more likely to deliver top-ranking acquisition levels than campaigns without mail. Furthermore, stand-alone direct mail campaigns can rocket your ROI if they incorporate personalised text and images that resonate with your target audience.

8. Lady Fingers Letter Press

This stationery company has a series of Christmas cards, why don’t you use their ideas to promote your own brand this Christmas?


9. Bray Leino
This Cream Award-winning Bray Leino Christmas card was sent as dimensional direct mail. A tasty cookie carried a serious message while reminding clients of the agency’s strengths.

“This year, instead of Christmas cards we’re donating money to the No More Landmines Trust. Best wishes from everyone at Bray Leino Bristol.”

direct mail

Resources: Canadapost, Thedrum, Campaignlive, Romax Marketing.

direct mail rocket ROI

Romax_tagRomax Marketing & Distribution provides a wide range of services in Direct Marketing for B2B and B2C, including Direct Mail, Data Management, Printing, Discount Postage, Membership Communication Services, and Consultancy.  Contact us for a bespoken solution. +44 (0) 20 8293 8550 – hello@romax.co.uk.

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July 6, 2017

Is the Direct Mail Sector in trouble?

Is the Direct Mail Sector in trouble?

Whether the Direct Mail Sector is in trouble, is much debated within our industry, both by outside commentators, and those that make their living within it. Whilst I agree it is difficult for me to be subjective let’s take a dive into the facts and try to form an educated opinion.

Firstly, what do we mean by “in trouble”? Yes, there have been some notable casualties of late with the latest being the Anton group going into administration. Having had conversations with those within the industry, yes this was unexpected, however, the full facts of management decisions are yet to come to light and will, I suspect, yield some answers. Sadly, as at the time of writing this piece, the administrators were winding the company up with creditors losing everything they were owed.

Are we “in trouble” because of outside factors beyond our control? To a certain extent yes as we have little sway on paper or postage price increases for example. Allied to the raising of costs (such as the increase in minimum wage and pension arrangements) means that the Direct Mail sector does become more and more expensive compared to online channels such as email and therefore margins are squeezed.

Online communications also have one big advantage – instant analytics!

Size is a factor in the recent downfall of some businesses such as the Anton Group. Small to medium size businesses are more agile both in reacting to demand, as well as diversifying into other areas of communication such as online communications and e-publishing. Consolidation will be a big topic over the coming months and years. The trend will, we believe, go from the bigger companies snapping up smaller rivals to similar size companies joining forces in mergers and acquisitions.

Create the insight and fight the pessimism

However, with insight, it is possible to fight back against this wave of pessimism.

Direct Mail has had an issue for a number of years with people’s perception of how the environment is affected by the industry. However, the good folks over at Two Sides have debunked that argument of which we should shout louder about.

Further optimism comes in the form of data taken from some MarketReach analysis. For Marketers, the highlight finding is that 92% of mail recipients will act on what they consume from the mail medium. Further good news only goes to highlight the upward trend in the sector.

And lastly. General Data Protection Regulation (GDPR). We see an opportunity for the Direct Mail Sector with the advent in May 2018 of the new data laws covered by GDPR. If you are unfamiliar with these new laws, some of the best information can be found at the DMA website. This will restrict the way, in particular, digital marketing is conducted and the use of personal data. At the very least those operating digital communications will need to gain or regain more specific permissions from their customer, via a printed communication, so they can continue to engage with them. This presents Direct Mail suppliers the chance to capture more volume of work.

Plan and invest to reap the benefits

The old saying “fail to plan, plan to fail” is never truer than in business. Writing a business plan has some benefits including:

  • forces you to think realistically, objectively and unemotionally about your business
  • leads to questioning of past and future assumptions
  • makes it easier to communicate planning objectives and strategies to bankers, partners, employees, financial backers and so on
  • helps to ensure that all aspects of the plan are clear and integrated
  • serves as a reference point when determining the effects of alternative courses of action on business operations
  • allows you to identify any areas where you may need external assistance
  • allows you to plan the growth of your business and associated capital requirements.

Many companies fail to write one yet the above benefits make it clear to do so would help! You can find many templates and resources on the Web to get you started.

From having a clear strategy, a business can then invest wisely, therefore, making the business more profitable and attractive to new clients. However, with big investments never underestimate the length of deployment or day to day distraction this could involve so ensure you account for this in your plan.

So in conclusion, with the right plan and foresight, along with, crucially the right staff, things look good for the Direct Mail industry.

The blog post was written by Wesley Dowding.

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: hello@romax.co.uk +44 (0) 20 8293 8550 or filling the form below: