September 25, 2017

Can Direct Mail Boost Sales on Black Friday?

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

Historically, the biggest shopping day around the World is Black Friday, which happens on the last Friday of November every year, just after the traditional American Thanksgiving. Everyone has the image of people in the US buying as if the end of the World is coming.  Sales are impressive, and have only been outdone by the recently invented singles days on the 11th of November (11.11) in China.

The Black Friday phenomenon is here to stay and it’s going to get bigger in the UK. Above 80% of Britons know what is, compared to the 40% of French.

 

Black Friday 2016

“Britons spent £5.8 billion over Black Friday and Cyber Monday 2016”

In 2016, Britons spent £5.8 billion over the four days between Black Friday and Cyber Monday – 15% increase compared with 2015. E-commerce business took £2.8 billion – up 20%. On Black Friday itself,  £1.27 billion was spent according to estimates of the Centre for Retail Research (CRR) and the website vouchercodes.co.uk.

Online retailers experienced sky-rocketing traffic on their websites, according to the Daily Mirror. Currys PC World reported more than half a million visitors which resulted in 40% more orders. eBay estimated 20.7 million UK visitors in the long Black Friday weekend.

Emails sent on Black Friday 2016

“2.9 billion emails sent on Black Friday and Cyber Monday” MailChimp

black-friday-romax

The email provider Mailchimp sent over 1.5 billion emails on Black Friday itself and 1.4 billion in Cyber Monday.  SendGrid also sent more than 3 billion of emails with an average of 23% Open Rate on both days.

Let’s do the maths, how many emails does a user receive on Black Friday, and over the cyber weekend? It’s not uncommon to hear that consumers start to feel overwhelmed by the huge amount of emails they received. According to Royal Mail MarketReach, 70% of people say, “I feel that I receive too many emails.” As a result, 51% of emails were deleted within two seconds.

How to stand out from the crowd

“Almost 85 percent of retailers will send an email to their customers about Black Friday deals”

postcard_black_friday_romax
Black Friday Postcard sent by Romax Marketing to their customers and prospect in 2017 which included personalised text on mobile image and paragraph, and test A/B on envelope quotation for a greater impact.

The question is how to stand out from the billions of emails send it on Black Friday? The answer may well be by “creating an impact with Direct Mail.

Marketers need to incorporate Direct Mail as part of their Black Friday campaign because:

  1. Neuroscience. There is a lot of research that confirms Direct Mail beats email in different aspects, such as, brand recall with 70% higher results, a physical material is considered more “real” to the brain, and consumers internalise printed adverts better than email giving them greater resonance.
  2. Direct Mail impact on online sales. As a direct result of receiving a direct mail, 92% of people driven to a website and 87% were influenced to make online purchases. Read more information about Direct Mail Facts&Figures here.

There are a lot of types of direct mail, which can help you to create impact, recall your brand and, of course, increase your sales, such as Door-Droops, Letters – Check 349% ROI Case Study, Postcard and Catalogue that you can use to influence your audience. But, the key to printed communication is both, the data management, which help you to target and reduce the cost, and the personalised message, which is more than “dear name”, you can personalise images content and text – check Emma Bridgwater Case Study.

Remember, Black Friday 2017 is on 24th of November. Contact us for a bespoke Direct Marketing solution.

direct mail rocket ROI

References: Telegraph, Royal Mail MarketReach, Mirror, MailChimp, SendGrid, Hubspot, BBC, US data corporation, 3Bet Media.

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

Contact Us

September 20, 2017

Direct Mail

Direct Mail Facts & Figures

Direct Mail Case Study

Is the Direct Mail sector in Trouble?

Webinar

September 19, 2017

Romax have launched a quarterly magazine – Ask for your issue!

Romax is proud to announce that we have launched the first issue of our Romax Magazine. The magazine was created to transfer our more than 20 years of experience supplying direct marketing services successfully to marketers, business owners, data management and other professionals who are involved in the marketing department.

The aim of the magazine is to keep you up to date on the latest direct marketing news, articles, research, tips and case studies, which help you increase your brand recognition, responses and overall campaign ROI.

Robin Sumner, Managing Director says, “The Romax Magazines content will help showcase the results of years spent working to improve campaigns for our clients. We are delighted to bring those experiences into a seasonal print communication to help more organisations reach their marketing goals following our advice.

For our first issue we also wanted to reflect our audience, so using our print and data technology, we alternated the front cover image – one for the ladies and one for the gents! We included articles related to Direct Mail Facts and Figures, a Direct Marketing Sector review, a Direct Mail Case Study and much more.

romax magazine online

Please, fill the form below to receive for FREE, the Autumn, and future, issues. 

September 15, 2017

Direct Mail Beats Email – Neuroscience Confirms It

Written by Nilda Cerna, Marketing Manager at Romax.

“I worry that the overwhelming rapidity of information is affecting cognition and deeper thinking”

Eric Schmidt, Executive Chairman of Googles’ parent company Alphabet Inc.

 

Have you heard about the recent re-birth of Direct Mail Marketing? This revival is based on several reasons: on one hand, the increased number of emails received – how many emails did you receive last Black Friday? Digital news, social media advertising and notifications create an overwhelming sense of overload from the amount of digital information that bombards us daily. On the other hand, there is clear evidence that paper-based content is more impactful and engaging than digital alone, you may be surprised by the latest neuroscience research.

 

Latest Neuroscience Research

“The smart reading device of the future may be paper” 

Brandon Keim, science writer for Wired Magazine.

A neurological study by Millward Brown found that printed material left a deeper footprint on the brain, involved more emotional processing (brands associations) and produces more responses connected with our internal feelings. These suggest that consumers internalise printed adverts, giving them greater resonance.

It also found that printed communications, in all their forms, produce more brain activity in the parts associated with emotional engagement: medial prefrontal cortex and cingulate cortex.

The study concludes that:

  • Physical material is more “real” to the brain. It is better connected to memory because it engages with its special memory networks
  • Paper involves more emotional processing, which is important for brand associations.
  • Printing material produces more brain responses connected with internal feelings suggesting greater “internalisation” of the ads.

When you touch something, your hands act as transducers, converting mechanical energy so it can be sent as an impulse to fire the neurons in your brain. A study suggests that print benefits from the “endowment effect”: our tendency to value things more because we own them. “It works even if you don’t own the object. It can be triggered just by physical contact” Sebastian Haupt, an expert on sensory marketing.

Direct Mail Requires Less Cognitive Effort than email

“Direct Mail was easier to process mentally and tested better for brand recall” 

True Impact & Canada Post study.

A paper-based marketing study from the neuromarketing firm TrueImpact sponsored by Canada Post compared the effects of printing (direct mail) with digital media (email and displays ads) via eye tracking and high-resolution EEG brain wave measurement. The three key metrics in the study were: cognitive load, motivation and attention.

The results showed that:

  • Direct mail requires 21% less cognitive effort than digital media
  • Direct mail is easier to understand and more memorable
  • Brand recall is 70% higher with Direct mail.

 

load-recall
TrueImpact and Canada Post Marketing study.

 

Recommendations for Marketers

70% of people say “I feel that I receive too many emails” 

Royal Mail MarketReach, Mail and Digital Study, 2013

 

The research shows that printing communications has a higher impact on the brand recall, enhance and memory. Moreover, according to Royal Mail MarketReach, mail beats email in grabbing the attention, time spent on reading it, giving a better impression and how valued the audience feels.

 

With a large amount of evidence, marketers should take advantage of printing, it’s not necessarily reinventing the wheel, at Romax we have used evidence-based case studies from clients who have grown their campaign ROI with just a simple but relevant personalised A4 letter (See Fantastic Services Case Study) and others who for example, have included personalised images (see Emma Bridgewater Case Study).

 

There is a wide range of printing communications to incorporate in a campaign: letters, postcards, leaflets, catalogues, magazines among others, which help to increase your response and brand recognition.

Resources: Forbes, ScienceDirect, 3Bet Media MarketingNeurociencemarketing, Millward Brown and Print Power Spring 2017 magazine.

 

 

 

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

Contact Us

September 5, 2017

Live FREE Direct Mail Webinar

LIVE FREE WEBINAR

HOW TO IMPROVE YOUR DIRECT MAIL

20th September 2017 | 10.00 am BST

As online marketing becomes increasingly saturated, where making your message stand out becomes harder amongst the clutter and spam. Marketers are returning to the trusted medium of Direct Mail.

Huge advances in data and print technology now mean that direct mail is one of the most versatile marketing tools that can provide highly targeted messages to an individual – much more so than an email can.

Romax Marketing & Distribution are hosting a 30-minute* LIVE FREE WEBINAR where we unravel this process and give insight into how you can improve your ROI and make your direct mail campaigns more successful.

During the webinar, you will learn:

  • How direct mail can help to increase your campaign ROI
  • Planning your Direct Mail Campaign
  • How to use your database to target correctly
  • How people react to different layouts – Psychology
  • Case study: 349% ROI

Live Free Webinar

 JOIN US

Next Webinar:  5 strategies to boost sales with Direct Marketing

25th October 2017 | 1.00pm BST

Past Webinar:  20th September 2017 | 10.00am BST

Past webinars: 13th September 2017 | 10.00am BST

*plus Q&A time.