December 19, 2017

What impact will GDPR have on SMEs

General Data Protection Regulation (GDPR) is nearly upon us, and SMEs need to be prepared. So let’s take a look at what it is, the way it’ll affect businesses and what you can do to mitigate the risks.


What is GDPR?

Essentially it is a complete update of existing EU data protection laws. The updates are needed because the way data is gathered, stored and used has changed dramatically since the 1995 EU Data Protection Directive. The new legislation aims to make personal data more secure in the face of rising cyber-crime. It also gives people more power to control their own data.

What impact will it have on SMEs?

Small businesses that gather, process and store personal data will need to audit their existing framework and make changes where necessary. For instance, if a business relies on computer networks and digital storage, it will need to make sure it has taken strong measures to prevent data breaches; this could mean investing in better cyber-security solutions, training staff to be more web-savvy, and implementing policies that aim to stop leaks from within the organisation. Because of the right to access subject – which gives consumers greater power to access their stored data – SMEs may face additional costs.

What are the consequences of not adhering to GDPR?

Businesses, regardless of their size, face fines of 2-4% of their annual turnover or €10-20 million (whichever is greater). It’s been reported, however, that regulators have more discretion when punishing SMEs. So depending on the severity of the situation, SMEs may be treated more leniently. However, it’s not yet clear how much discretion they really have. Besides monetary penalisation, businesses face huge reputational damage for falling foul of GDPR.


What can SMEs do in preparation for GDPR?

The most important thing is to read through all GDPR chapters, articles and recitals and familiarise yourself with the law. Once you have a clear idea of GDPR requirements, you can then audit your business and make changes as per the directives. Document each and every step you take – so if a breach does happen, you’ll have evidence that demonstrates your compliance. To help you get started, the Information Commissioner’s Office (ICO) has put together a useful 12 Step Fact Sheet. If there’s anything you’re unsure about, always seek professional advice.
How will it affect consumers?

Because of active consent, consumers won’t be tricked into giving permission to share personal data. The right to access subject gives consumers more power to request their data without incurring costs. Similarly, GDPR means that businesses will have to clearly inform consumers about their right to object, which is the right to prevent organisations collecting a consumer’s personal data. Overall, it gives consumers a clearer picture of where they stand and gives them more control over their personal data.

What impact will it have on SME marketing?

Small businesses will need to make sure they collect and process data in the right way. This means being clear about consent and the consumer’s rights.

Robin Sumner, Managing director at Romax Marketing, advice: ‘From the beginning, you need to get it spot on – so the first step is to audit your data processing policy and get it in line. You need to create a process that factors in the new requirements so that it flows out from the strategic level into every aspect of your marketing communication. In other words, it needs to be baked into your organisation so that it becomes integral to operations.’





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


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December 14, 2017

Romax Xmas Competition 

Romax Xmas Competition 

This year’s bit of festive fun from Romax requires you to don this Santa mask, snap and upload a picture from the most entertaining/obscure/funny/wacky location you can. (Keep it clean!)

All you need to do is:

1. Take a selfie with the Romax’s Santa Mask, or grab your colleagues and get them involved too

2. Upload it either on:

  • Your personal Instagram or Twitter account using the hashtag #RomaxXmas
  • Or publishing on our Facebook Fan Page’s wall with the hashtag #RomaxXmas (subject to approval)

3. Don’t forget like us on 

  1. Instagram
  2. Twiter
  3. Facebook

4. Spread the word: Every vote counts!

Asking for votes will increase your odds of winning – Ask them for visiting our Facebook FanPage.

It’s as easy as that!


But it’s not only about having fun – The winner will receive £100 worth of Amazon voucher

Competition Ends Date: Monday 18th December 1.00 pm


We will communicate the winner via our social media platforms. The winner will be selected randomly by the contest app – not by us!

And the winner is:

Thanks to everyone who participated and helped make this competition a success!

Terms & Conditions

  • Participation is only available using the hashtag #romaxxmas and via the presented links.
  • One single picture must be shared only on one social media account. Every participant can upload up to one picture on every social media account. But only
  • A single person can vote only once
  • You must follow Romax Marketing on Instagram, Twitter and Facebook account.
  • You should be prepared to share it on social media
  • Participants must be Romax’s clients or qualified potential clients
  • The selfie must contain the pictures with the Romax’s logo
  • Pictures will be moderated by Romax team, if doesn’t match with the terms&conditions it will be removed
  • Not obscene pictures are allowed
  • Not denigrated pictures either for other persons and Romax’s brand are allowed
  • Romax employees can join the contest (why should we not have some fun too!) BUT are excluded from winning the prize.

December 12, 2017

A Christmas message from our Managing Director

Is it December already? Where has the year gone?

There have been many exciting developments this year, we welcome many new clients and have introduced services to great acclaim. Our 20th Birthday was celebrated in May, allowing us time to reflect whilst keeping an eye very much on the future. What must we do to ensure that you, our valued customers, view Romax as your ‘go to’ supplier for data-driven communication – do let us know. We have increased investment in our teams and equipment and continued with our business success in unsettled political times.

I am extremely happy that Romax continues to achieve excellent client satisfaction and your feedback in the main is positive or very positive. Everyone here is looking forward to a well-deserved Christmas break with excitement and a huge sense of achievement, and we look forward to continuing the hard work in the New Year with fully recharged batteries.

One thing for certain though is that none of our successes would be possible without the support and trust that you place in us to manage your membership and marketing communications. It rests with me then to thank you for your business over the year, to challenge you to take a selfie with the Santa Mask (It is Christmas after all!) and to wish you all a very Merry Christmas and a Prosperous New Year.

Have a safe and restful Christmas.


Robin Sumner
Managing Director
Romax Marketing & Distribution

Romax Marketing & Distribution 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

December 7, 2017

3 Common Direct Marketing Mistakes to Avoid

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

Direct Mail is here to stay. With the recent re-birth of printed communication, due to both, new print technologies and the ability of digital print to provide true personalised communication, the inclusion of direct mail in your overall campaign is a must.

As an experienced digital marketer you probably already send thousands of email marketing communications with great results, but, do you use the same knowledge when sending direct mail? You must of course, at Romax we advise our clients on how to avoid the following common and biggest mistakes and help you incorporate industry best practice, both, to increase the impact of the mail piece – and your ROI – aiming to reduce the cost associated with print and postage.

Mistake 1: Not targeting – Sending the same communication to everyone

You have different types of clients, therefore, you must send them communications that contain a specific incentive or added value content specifically for them. Adding an image that represents your target group, or shows them activities associated with their member status, or product which matches their preference. Not using segmentation to drive your marketing campaigns from your data reduces the chances of higher returns on your marketing spend.

Consider this – do charities ask for the same donation amount or do they consider the affluence of their donors when suggesting a donation would you ask the same donation from an apprentice as a company director?

As a marketer, you are already targeting every time that you send an email to a group that has certain characteristics such as demographics, previous purchase history, the average spent or another variable. In Direct Marketing you must do the same.

Sending a targetted communication helps to increase: the odds of response, sales and membership renewals and will improve your campaign ROI. Sometimes you just need to change the colour of your communication. Did you know that men prefer bright colours and women soft colours? Furthermore, men tolerate chromatic tones (black, white and shades of grey) more than women.*

direct mail direct marketing

Mistake 2: Not personalising your communication

Tailoring the communication to each target individual is a must, therefore personalising is essential. By not doing it, you are missing an excellent opportunity to influence your client or member in your direct marketing communication.

Not convinced? The evidence shows that 51% of people are less likely to open a piece of mail if it is addressed it to “the occupier.

But, exactly what does personalised direct marketing mean?

You can send the same message to the target group – example millennials – but the personalisation will include:

  • Their name
  • Include  details about their last purchase (or their likely next one if you use an algorithm to predict it)
  • Mention their nearest store according to their postcode
  • Adding a specific text for this client, for example, based on their gender or income
  • Making suggestions on purchases based on their previous purchase history
  • Including your client’s name in a picture!

The personalisation options are many and help you to both increases your brand’s recall and your campaign ROI.


Mistake 3: Not using Data Management services

We split this practice into two areas: Data Management and Data Profiling.

3.1 Data Management 

Did you know that in 2012 more than 2.3 million households moved and nearly half a million people died in England and Wales? Furthermore, in the same year, more than 100,000 new businesses were created. Your data will, therefore, become outdated and incorrect in a very short space of time, unless you constantly update and adhere to good data cleansing practice.

Moreover, In the UK more than 20 million items are mailed every month that are incorrectly addressed, costing an estimated £200M to £300M per year. How much of your communication is “returned to the sender” because of that?

How to avoid it? Using the cleansing services of a direct marketing company such as Romax Marketing, to remove the incorrect contact details and manage the return mail.

3.2 Profiling 

As a marketer, you have worked a lot on creating your client database perhaps using landing pages, online ads amongst other tactics, which is an excellent way to grow your business. But when you want to send them a targeted printed communication, you realise that you haven’t asked enough information to create a good database, probably holding just a name, email and address if they already bought you, and little more.

If you would know that your client is in the top salary range, would you send them Valentine’s weekend promotion in a bargain hotel or an exclusive resort?

Knowing that you can profile your database, to avoid this mistake, is an essential part of direct marketing.  The more information about your client that you have such as gender, age range, civil status, income range, the better your targeted printed communication will be and as a result, you’ll experience an increase in your average purchase value.

*Source: Gender and Colours infographic, KissMetrics, 3Bet Media.


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

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December 5, 2017

Direct Mail beats Email

Direct Mail Beats Email Neuroscience confirms it

5 Reasons to introduce more printed client communication

3 Ways to measure your Direct Marketing Campaign

There really is such a thing as free advice #askrobin