November 21, 2017

45 facts you should know about direct mail

Written by Nilda Cerna, Marketing Manager at Romax.

Mail addresses

  1. 30% of people are less likely to open a piece of mail if their name is spelt incorrectly1
  2. 51% of people are less likely to open a piece of mail if it is addressed it to “the occupier1
  3. 31% of people are less likely to open a piece of mail if they don’t know who it is from1

Mail perception

  1. 78% of people consider valuable or interesting,  mail related to retail and 40% of valued mailings combined information and advertising 2
  2. 85% of the useful and/or interesting pieces of mail that were selected by respondents were from brands with which the individual currently had a relationship 2
  3. 60% of people say that mail kept product/service top of mind 2
  4. 58% of people say that mail made them think about using a product or buying from a brand reminded about a brand or company 2
  5. 60% of people say that direct mail reminded them about a brand or company 2
  6. 56% of consumers say mail grabs their attention 3
  7. Mail is seen as a medium of authority, so people still prefer to get bills and statements in a physical form 
  8. Only 28% of people consider receiving direct mail ads of promotion extremely negative, compared with the 76% for telemarketing calls, 63% for pop up online advertisement and 48% for auto-playing online video advertisements. 4

Mail and business

  1. Advertising mail is kept for 17 days on average3
  2. The average response rate for direct mail is 24%2
  3. Direct mail holds a 43% share of total retail advertising.4
  4. 43% of people download something from a website as a direct result of receiving direct mail 3
  5. 54% of people engaged with social media as a direct result of receiving direct mail 3
  6. 86% of people connected with business as a direct result of receiving direct mail 3
  7. 87% of people were influenced to make an online purchase as a direct result of receiving direct mail 3
  8. 92% of people driven to online or digital activity as a direct result of receiving direct mail 3
  9. 43% “liked” the mail sender’s Facebook Page3
  10. 24% followed a mail sender on Twitter3
  11. 25% followed the mail sender on other social media sites 3
  12. 36% shared the mail information with friends via social media 3
  13. 50% of people downloaded the mail sender’s app 3
  14. 51% of people in the UK prefer to be contacted by mail and only 35% preferring email when being sent ‘sensitive or confidential account information.5
  15.  40% of direct mail contained a combination of account information and advertising, 35% only account information and 25% only advertising3.

Mail and email

  1. 96% of consumers have unsubscribed from receiving emails. The top reason was the sheer volume of emails they were receiving from a company.3
  2. The average mail response increase to 25% if it is combined with email4
  3. 70% of people say “I feel that I receive too many emails3
  4. 51% of emails are deleted within two seconds3
  5. 63% of people prefer to read brochures and catalogues in printed format compared with the 21% who prefer digital 3
  6. 62% of people prefer a physical welcome pack compared with the 23% who prefer digital format 3
  7. 13% more consumers visited a sender’s website after adding mail to the marketing mix 3
  8. 21% more consumers made a purchase after businesses added mail to the marketing mix 3
  9. 35% more consumers redeemed coupons or vouchers after marketing adding mail to the marketing mix 3

Mail and data management

  1. In 2012-13, 2.3 million households had moved into their current accommodation in the previous 12 months6
  2. There were 499,331 deaths registered in England and Wales in 2012. 7
  3. There are over 5.9 million records on the MPS suppression file – with around 19,000 new records added each month8
  4. 102,000 new businesses were registered in 20129
  5. There were more than 4,500 UK business name changes per month in 201310
  6. In the UK, more than 20 million mailed items are incorrectly addressed every month, costing businesses an estimated £200m to £300m per year11

Mail delivery

  1. 94% of First Class mail arrives next working day12.
  2. 92% of mail through downstream access operators arrives within two working days12
  3. 99% of Second Class mail arrives within three working days12
  4. 96% of Economy class arrives within four working days12

Romax 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


    1. BMRB Research 2011, sponsored by Royal Mail
    2. The Private life of Mail, Royal Mail MarketReach, 2015
    3. It’s all about Mail and Email, Royal Mail MarketReach, 2014
    4. HubSpot Global Interruptive Ads Survey Q4 2015 – Q1 2016
    5. Mail in Uncertain Times, Royal Mail Reach Market study, August 2017
    6. English Housing Survey Headline Report 2012-13
    7. Office of National Statistics
    9. Department for Business Innovation and Skills
    10. Companies House – Statistical tables on companies’ registration activities 2012-13
    11. DMA/Axiom whitepaper Reaching more consumers with certainty, 2011
    12. Advertising mail guide, DMA, 2017

November 15, 2017

November webinar: Save Money on your Direct Mail campaign


29th November 2017 | 1.00pm GMT

We know that as a marketer you are worried about the cost of direct marketing campaign. We are not going to hide the fact that direct mail needs data management, print and distribution and a longer to deliver your company message, which isn’t cheap. But the impact of the brand recall and sales is worth the investment.

Now here comes the good part, we are confident that you will reduce your direct marketing spend and improve the result without reducing the quality, follow our advice as a leader in the Direct Marketing industry, to see how.

During the 30 minutes* webinar How to save money on your Direct Mail campaign, you will learn:

  • How to reduce the cost of your direct marketing campaign
  • How to incorporate sector trips to keep your direct mail budget low
  • How to benefit from a downstream access portal provider to reduce your postage cost
  • how Sadler’s Wells saved £7,500 on one season mailing brochure, saving £30K annually

In the November webinar, we have decided to change a bit the format in order to be more dynamic and fresh, for this reason, we will have a presenter and a speaker, who run the webinar in a format of interview/Q&A.  Our guests will be:

Presenter: Phil Smith, Digital Printer and Artworker at of Romax Marketing & Distribution.

Speaker: Robin Sumner, Managing Director at Romax Marketing & Distribution.

Do not miss this opportunity to participate with us and collect the best tips on the direct marketing industry.


*Plus Q&A time.

November 13, 2017

There really is such a thing as FREE ADVICE – Ask Robin

You know that there are thousands of excellent digital marketing and website experts who share the latest trends, tools and advice. We love and follow them because we combine digital and direct marketing in our campaigns.

But if we want to find an expert in direct marketing the story is slightly different. There are a small number of websites where you can find relevant information, most of them have useful details about the sector, the facts and figures and significant studies which pretend to show the direct marketing reality and how to affect your overall marketing result. But, they are still missing an expert who shares their hands-on experience in this sector.

So, considering that in our 20 years of trading, we have managed thousands of direct marketing campaigns for clients across a wide range of sectors such as business and financial services, retail, both traditional and e-commerce, conference and media, arts, charity, telecoms and membership organisations of all sizes including big brands such as Emma Bridgewater, Mercedes-Benz, PlusNet, Southbank Centre, London Zoo, MetFriendly, DKMS and V&A.

How can we transfer our knowledge to marketers?


Currently, we provide a weekly blog post covering different topics related to direct marketing: direct mail examples, neuroscience to understand the consumer behaviour, facts & figures, data management and other subjects relevant to marketing professionals.


We recently launched a series of live free webinars covering direct marketing topics, such as, “How to improve your direct mail” and “5 strategies to boost sales and membership renewals with direct marketing”. We will continue working on those monthly webinars and hope that you will join us for the next one.

NEW SERVICE –  “Ask Robin” for FREE Advice*

Are you probably you still hungry for more? So, because every marketer has their own marketing challenge, be it budget, acquisition strategies, retention and reactivation headaches, and you’re always looking for the next way to improve and save money, we came up with “Ask Robin”

To help marketers like you to increase the overall campaign ROI, find different ways to improve your direct mail and reduce the waste, we have just launched a new free service: “Ask Robin.”

This free advisory ‘Agony Uncle’ service allows you to:

  1. Send your marketing heartaches related to direct marketing.
  2. Send a question about direct marketing.
  3. Clarify data concerns and help understand current legislation
  4. Test your own idea against an independent expert.
  5. Reassure yourself that you have covered your bases.

Robin will respond with personalised advice and all for FREE!

Who is Robin?

Robin Sumner is the founder and Managing Director of Romax Marketing & Distribution who has more than 20 years of experience providing advice and direct marketing services to help companies succeed with their direct mail campaigns. For example, he helped Fantastic Services to improve their client letter and achieve a 249% ROI. And helped Sadler’s Wells reduce the cost of printing and postage by £7500 on just one season brochure mailing for Sadler’s Wells.

How to send your questions to Robin?

Email: Subject: Ask Robin –

Social media: hashtag #AskRobin

Form: Fill the form below with your question




Romax 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


Ask Robin

Terms & Conditions

Using the “Ask Robin” free consultation, you are allowing Romax Marketing to publish your question and answer on our blog and other media promotions, such as social media and printed communication, among others.

Romax Marketing also, can publish another details such as your role and company.

Your question may be modified for Romax Marketing Team to be easy to understand, to improve the meaning and technical terms.