January 31, 2018

2018 Direct Mail Facts & Figures – JICMAIL Report

2018 Direct Mail Report


The JICMAIL, a Joint Industry Committee set up to represent clients who use mail and the industry that delivers it, have just launched their 2018 Direct Mail Annual ReportNew Currency for Mail.”

Over a 3 month period, JICMAIL tracked the mail activity of around 1,000 households. Participants recorded via an App the mail they received each week and subsequent actions taken by them or anyone in their household, as a result of receiving the mail, for three further weeks. The currency was supported by a face to face Omnibus survey and an online survey.


What do UK Consumers do with Their Mail?

Over the subsequent twenty-eight days they are still opening their mail.


To capture details on all mail coming into the house and understanding what happens with that mail it was decided to capture everything received. This gives us data to understand the different exposure to reach and frequency for different types of mail.


  1. Advertising Mail

This can effectively come from any sector from a Supermarket to a Financial or Services Business.  It is classified as addressed mail if it clearly contains information about products and services, or an offer that drives recipients to the web.

1.1 Addressed Mail

Addressed Mail is an item of mail addressed to an individual in the household. The type of mail piece to qualify as AM must be a letter, catalogue or leaflet/flyer addressed either to the householder, someone else in the house, to the “occupier,” or someone else who doesn’t live there.

The report concludes that with addressed mail:

  • 57% opened it when it just arrived and 20.8% open it within twenty-eight day period
  • 48.5% read/looked/glanced at it and 23% within twenty-eight day period
  • 26% threw it away/recycled
  • 24% put aside to look at later
  • The average household receives 1.3 items each day
  • The presence of children increases the number of items of addressed mail received – 1.45 versus 1.25
  • ABC1s receive significantly more addressed mail than on average at 1.46
  • Women are 16.7% more likely than average to be exposed to addressed mail
  • The average frequency (re-visited) across addressed mail is 4.2
  • Letters do command a higher frequency than catalogues or “partially” addressed mail
  • Leaflets and flyers are revisited 3.6 times.


1.2 Door drops

These are items which do not have an address and are not addressed to a “householder” or “occupant”. Again, of course, they can come from any sector and can be from any sender.

The report concludes that the door drops:

  • 60.5% read/looked/glanced at it
  • 85% threw it away/recycled
  • 16% put it aside to look at later
  • The average  frequency for door drops is 3
  • The top ranking frequency is for information about entertainment or activities
  • Having children in the household does not significantly increase the number of unaddressed items received but age and social grade do
  • Younger respondents (aged 16-24) receive significantly fewer items of door drop at 0.55
  • ABC1s receive significantly more than C2s at 0.66 and DE at 0.70.

  1. Business Mail

Business mail can come from any sector but it must contain a financial information, statements, bills, notification or reminder rather than an advertising message. Business mail is not a key focus for this study but we have included a section on business mail in order for planners to be able to understand the reach and frequency of customer communications which is what this portion of mail includes.

The report concludes that for Business Mail:

  • Reach for business mail is the highest across all mail categories at an average of 1.2
  • It is least likely to be shared when the letter is addressed to the household coordinator, but still will be shared with a reach of 1.1.
  • Frequency is highest in those categories where it is personally addressed either to the household coordinator or to someone else in the house the household co-ordinator then passes it on to
  • Business mail frequency is highest for Utilities at 5.4.


What Mail is Received and When?


Want to know more? Download the full report:

Source: JicMail.co.uk.

The blog post was written by Nilda Cerna, Marketing Manager Romax Marketing & Distribution.




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, Membership Communication Services and Marketing Consultancy.

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


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January 24, 2018

3 Reasons to Outsource Your Membership Management

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

Direct Mail is one of the top three recruitment channels for new members (32%.) *


According to the 2017 Membership Marketing Benchmarking Report by Marketing General Incorporated*, Word-of-Mouth WOM and digital marketing are the top two recruitment channels for  recruiting members, followed closely by Direct Mail in the third position (32%.) The indisputable impact of Direct Mail is evident, so, managing your direct mail efficiently helps to meet your marketing acquisition goals. Read more 5 reasons to introduce more printed client communication.

How does Outsourcing Membership Communication add value?

There are a series of factors that you need to combine to have produced successful membership communication.  Firstly, you must know your membership lifecycle, have a yearly plan to create recruits, increase engagement and renewal.

You can do it on your own, which implies printing welcome letters and packs, and sending it to new members, preparing the monthly communications, manage the print, proofreading, ensuring distribution costs are favourable and coping with response management. Or you can outsource part or the whole membership programme to a proven supplier.

The benefits of outsourcing are many, from optimising the budget spent on releasing your team to work on strategy rather than order processing. We present you with some powerful reasons to outsource your printed membership communication management:

  1. Timing – Increase Client Satisfaction.

A welcome pack is a must-have in the first step for a new members’ communication, as it provides recognition of a  special status, providing them with the benefits to enjoy your exclusive programme and helps them to connect with your offer. The quality of the card, paper and the rest of content that you send impacts on their psychology and association with your brand. Moreover, the quicker they receive the welcome pack, the better the impression of your organisation and the sooner they start to use your services. 51% of membership associations send a mailed Welcome Pack in 2017 and 47% includes a membership card. *

Outsourcing the welcome pack production and despatch service provides the assurance that your member will receive their welcome pack in a certain period previously agreed with the Direct Marketing Supplier as an SLA.

Why is the timing important for a membership organisation? Because maintaining your high brand perception and prompting the first participation in your services. Is easy as that.

At Romax Marketing we can send a welcome pack in less than 48 hours after receiving the member’s application data.


  1. Automatise your printed communication – Save time.

By using a Direct Marketing Supplier, you save time in preparing the direct mail communication, proofing, printing, sending it, and managing the response. The huge amount of time saved is proportional to the number of different level of membership because every one of them requires a different offer or communication based on their status. For instance, there are some museums who have nine types of membership, as a result, more than 30 different texts for the same communication.

Thanks to automatisation software, your membership supplier will only require from you the list of members and the text and image for each, and they will prepare and send your communication.

The amount of time saved is massive, and the impact on your brand and your marketing team productivity is huge.


  1. Save money on postage – £14,000 for instance.

Membership organisations send a large number of printed communications, welcome letters or welcome packs, monthly communication such as newsletter or activities programme, and renewal forms.  You can benefit from discounts for volume using a Membership Management Supplier, who has deals with postal suppliers that provide you with a substantial discount for both UK and Overseas postage.

The amount of discount depends on multiple factors such as the type of letter or welcome pack, weight, volume, etc. but we are here to help guide you through that complexity. To put this in context, at Romax, we sent more than 96K printed communications for just one of our Art organisation clients, reducing their postage spend by £14,000. How many new members could you attract with this extra budget?

Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank Centre, DKMS and PlusNetContact us: hello@romax.co.uk, +44 (0) 20 8293 8550

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January 16, 2018

[Webinar] 5 Successful Strategies to Improve Your Membership Programme

Free Webinar: 5 Successful Strategies to Improve Your Membership Programme

24th January 2018 | 1 pm GMT

To make your Membership Programme a real success, you need to truly understand and engage your members through conversation on media platforms of their choosing.
Learn what works best to welcome members and ensure that they both benefit from their membership whilst increasingly supporting your organisation.

From the live free webinar 5 Successful Strategies to Improve Your Membership Programme, you will:

  • Learn how to achieve instant engagement through rapid and engaging content
  • Understand how to interact with members across all media types at the right time to suit them
  • Improve your chances of early and increased renewal
  • Be introduced to techniques aimed at increasing member spend
  • See how to successfully grow their membership


When:  TOMORROW Wednesday 24th January 2018
Time: 1 pm GMT
Host: Robin Sumner, Managing Director Romax Marketing & Distribution.



Romax Marketing & Distribution provides a wide range of services in Membership Communication Services.  We work with membership organisations such as DMKS, Southbank Centre, V&A and PlusNet.

January 9, 2018

5 types of printed personalisation that increase your sales

Written by Nilda Cerna, Marketing Manager at Romax.

What exactly does direct marketing personalisation mean?

If you think that personalisation is simply adding your clients’ first name, you are missing an opportunity. It is more than just your client’s name on a letter.  Did you know that you can add the name of your client in a picture? And print every catalogue (or another piece of direct mail) with content to match with your client’s socio-demographic profile. Or print different graphs or content according to their purchase history for example?

Basically, direct marketing personalisation is a tailor-made, targeted printed message aimed at each customer according to their personal qualities, preferences and behaviour.  This personalisation can be by text, both in the named addressee or in the body of your content, images or a series of factors according to the segmentation group.

Why is personalisation so important?

A person’s name is to that person, the sweetest, most important sound in any language.

According to Brain Research magazine, certain parts of our brain light up when we hear our own name. Not when we hear other’s names. Only our own. Recalling and integration your client’s name into a communication is important for a few reasons:

  • Names are unique identifiers.Our names prompt specific and unique responses in our minds that are powerful associations for anyone to use. Everyone responds to being known by name.
  • Brings you back into the conversation. In a conversation, mentioning the person’s name is the best way to get back into the conversation. It’s the same in printed communication. Because people respond so strongly to seeing and hearing their name, you’ll get your customer’s full attention and they’ll tend to “listen” more closely to your message and proposition.
  • People tend to like you more. Reading your name makes your message more personal and is interpreted as being caring and empathic. Naturally, using your customer’s name will build strong bonds that are hard to break.
  • Helps to build loyalty. People tend to choose businesses who remember them and their preferences. A remarkable user experience is preferred instead of an impersonal one. Using a person’s name in your printed communication makes them feel important and validated, strong feelings you want your customer to feel during any interaction.

How can you personalise your direct marketing communication?

There is a wide range of tailored printed communications, in the following section, we will introduce the five most common practices that can be easily incorporated into your direct marketing campaign to boost your sales.

1. Sociodemographic personalisation

This is probably the most obvious and powerful way to personalise a marketing communication, but all too often it is one of the most ignored in both direct and digital marketing.

If you know the gender of your client, age group or relationship status, amongst others, you can create a campaign that more closely matches with them to improve your conversation. For example, the 2018 colour of the year, is UltraViolet, which is a good option to use with women, because it is one of their three favourites, along with blue and green, but probably not the best option for your male target group, because it is one the colours men hate most. You can, therefore, split your database and change the colours for each target group if you want to have a better impact on them. This is easy to organise using digital print technology.

Moreover, using socio-demographic analysis to find role models that match with their target group, such as an image of young people for millennials or family for those married with children. If you think that doesn’t help send a child hotel friendly offer for a single trip to Ibiza!

2. Image Personalisation

There are a few ways to personalise content and one of them is image type.

2.1. Adding personalised images

If you want to promote a product or service that suits a targeted group better, or if you think that your target group matches a series of products, you can vary your picture communication to everyone. For example, if you have members of your gym who attend yoga, or maybe spinning or others who haven’t joined any class in the last six months, probably, most are inactive. If you want to increase the usage of your gym, you can send them a communication which represents their favourite activity or the installations for your non-active group. That will have a better impact than sending them the same picture which probably doesn’t connect with individual’s preferences.

2.2. Personalising an image

You can create a great impact on your communication when you integrate your client’s name into an image. There are several ideas to use, a cushion as  Sass & Belle did in their last Christmas 2017 catalogue, or the famous Emma Bridgewater personalised mug (which also increased the campaign ROI by 25% after incorporating this type of personalisation), a book cover, or whatever you would like to add to tailor your message to your client.

The impact is massive! How can you do it? Simply send your data to us and we’ll create the magic!

3. Purchase personalisation

If your client bought a pair of your brand’s running trainers, why don’t you send a direct mail advertising running accessories? A simple thank you letter that mentions the accessories available online, or a coupon allowing them to earn extra loyalty points (or discount) for the running accessories.

If you are a membership organisation and you know that your member attends certain events, such as children activities, why not send them information about your birthday party/school activities services?

Of course, you need to understand their behaviour to target them. You can use their historic purchase data or use surveys to discover their preferences and other marketing tactics to increase your knowledge.

The V&A museum sends differentiated mail communication according to member status. The piece of mail has tailored texts and images with changes for every member, such as the name and pictures of the art of an exhibition that the member has highlighted as a genre choice on their application.

4. Income personalisation

This is a subtle but powerful way to personalise a message to increase your customer’s average spend. If you know your client’s purchasing power, you can personalise their offer. Companies are using this kind of personalisation to increase their revenue to great success.

Predicting their average spend and how likely your customer is to buy a new product from their historic purchase is easy. But, if you have a new lead or new client, who has just made a purchase, or hasn’t bought anything yet, how will you predict their spending? Profiling your database is the answer.

Data management helps you to predict their income based on their postcode alongside other variables. This information provides you with tools to target your communication at those more likely to connect with your message.

Charitable organisations use profiling to best target the amount of donation to ask for. Clever, isn’t it?

5. Location personalisation

If you have a local store, a series of branches or you are hosting an event in a specific area, you can tailor your communication to their nearest shop or those most likely to attend your event, based on location. You can offer them a sample of one of your products, add a map with the shortest route, the car parks available and any other local information, which helps them to access your business. Do you have different products or services according to your location? Some gyms, for example, have special schedules or promotions for each branch, and they send differentiated communications for each.

Not sure if personalisation can help you to boost your sales? Give it a go testing it in using a control group, that will receive the personalised message, and compare that to your normal response and see how it compares.

References: KissMetrics, Natural training, Conversionxl, Printbrain.

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

January 3, 2018

How a Membership Programme Increases Loyalty and Renewals

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


Are you looking for new ways to convert and reactivate new and old customers? The answer is most likely yes, who doesn’t want to reduce the time spent on converting a new client, whilst increasing the number of membership renewals?

As a marketer, are you wondering how to increase your member loyalty, upgrade their status, increase their use of your services, convert them into an ambassador of your brand and increase the likelihood of them renewing without having to chase them. The answer to your dilemma is a fully interactive Membership Programme.


De Vere Hotels Membership – Case Study at the end of the blog post.


What is a Membership Programme – MP?

A membership programme is an excellent way to find new customers and retain current. The status of a member through a subscription, which can be paid or unpaid subject to your chosen model.

The organisations and companies who are likely to implement a Membership Programme are those who provide a permanent advantage or privilege reflected in special services, products or give beneficial access to their installations or activities.

Art organisations, such as Southbank Centre and V&A Museum, are using their MP successfully as an important way to acquire and retain members.  However, such programmes are applicable to a wide range of organisations who offer permanent services associated to a monthly or annual fee, such as professional organisations, charities, leisure centres, gyms, insurance companies, who also refer to their customers as members, because they received a welcome pack detailing services according to the plan selected.

You are not a customer with American Express – or the Automobile Association, you are a ‘Member Since’, this differential instils a belonging amongst its ‘customers’ inferring membership as a privilege, not a business transaction.


What Constitutes Membership Communication?

A membership communication is a series of useful and personalised communications, across all media both printed and electronic, to your members aimed at increasing your brand recognition, customer engagement with your product, services as well as a brand.

There are multiple options and the frequency that you communicate will depend on the services schedule and promotions that you have in a certain period. However, there are some ‘must have’ communications that should be considered to keep your brand front of mind and push the first purchase or user interaction. Regular printed and digital communication are needed.

How often do you have to send them?

It will depend on your offer and your capacities of managing the material either internally or with a direct marketing partner and marketing agency. At Romax Marketing, we review the stage of your business, the offers and services that you provide, the type and expectation of your market and of course your budget, then make best practice and practical advice on how to leverage that to your best advantage. 


What kind of information do I have to send?

  1. Welcome Pack

Every time a new client or member comes along, sending a welcome pack is strongly recommended, this must include:

  • Personalised welcome letter and thanks
  • Personalised member card or at least a list of member/customer benefits and how to access them
  • Call to action. Such as the current offer activities, a discount coupon or code if you are selling products or services.
  • Where best to find you – the local branches – events in the members geographical area.

Additionally, you can include in the welcome pack your latest magazine issue and other marketing collateral. London Zoo’s welcome pack includes a member card, welcome letter, a member’s seasonal guide,  activities book, a height record chart, some badges with animal’s pictures which are very popular with children and the discount offers pack.


  1. Activities Programme

The best way to encourage customers and members to join in your activities are by sending them targeted content. Most membership organisations segment their members according to their status.

For example, the V&A museum has four membership types: Standard, Under 26, Contributing and Patrons. All of them have access to all their collections, but the Patrons have private events which include visiting the studios of Sir Antony Gormeley OBE for example or invitations to the annual dinner. For this reason, the V&A museum sends a targeted communication to their members, which have different text and different images to reflect the membership and drive engagement suited to the member type.


va_full_letter_1 va_full_letter_2 va_full_letter_3







3. Newsletter, Catalogue or Magazine

Providing members with useful information that they can read and keep for a long time is another way to build your brand and increase engagement. The options are varied, a smart A4 bi-fold newsletter, such as Romax sends quarterly or a more elaborate magazine. You can also send them catalogues if you have a services or products to offer that hold variable content directed to the individual recipient.  Remember that 63% of people prefer to read brochures and catalogues in printed format, source: It’s all about Mail and Email, Royal Mail MarketReach, 2014.

4. Unexpected Content

 To stand out from the crowd, your content must be innovative. When you receive something unexpected or different, it grabs the attention and reinforces your brand recall. Including an insert in your regular communication is a low-cost option. Romax, for example, includes such items as a guide to Paper and Envelope Dimensions or a Marketing ‘Key Dates’ Calendar, to act as a reminder to you for the whole year.  Unexpected content, or the design to portray your offer, when thought through has not cost prohibitive. Imagination and clever use of data to drive your message correctly will pay dividends.

5. Renewal Letter

This is probably ‘THE’ key communication for any organisation seeking to improve or start a member benefits programme. It’s the way to portray your organisation, its activities and promote member loyalty. Giving them multiple options on how and when to renew their membership is essential. Nowadays, any payment is the best payment, printed forms and timely reminders will create action from your member and help you to accelerate the renewal process. Did you know that 92% of people went to online as a result of receiving Direct Mail?

Southbank Centre Membership send a designated sequence of letters around the renewal process which drives membership and increases retention.

Sending a renewal communication also gives you the opportunity to present other plan options and recommend upgrades, both, for the membership plan and to increase the number of members. In one year a lot of things can happen!


How Do I Send Membership Communications?

Sending your offer by email is cheaper, but remember that 70% of people say, “I feel that I receive too many emails” and 51% of the emails are deleted within two seconds. Moreover, if you want to impact on your members, you need to send them a targeted printed communication. Brands that communicate through print are perceived as higher quality, with increased brand trust.

You can manage your own “printing” in situ or you can outsource this job to companies as Romax Marketing to improve your user experience, reduce turnaround, save on print costs and reduce postage expense.


Remember: High Quality is an Investment, Not a Cost

How you portray your organisation is an important part of your brand.  A study realised by Sappi, shows that when people assess brands purely on the way they were being promoted (high quality versus cheaper uncoated paper and online), they found they were three times more likely to recall the name of the brand which had a high-quality and coated paper and was more impressed by that company. A high-quality welcome pack can make a massive difference in the perception and offers associated with your brand.



Case Study – De Vere Hotels Membership


De Vere is a collection of modern, country estate hotels with mansion houses at their heart, mixing leisure with marketing-leading conference facilities.

They set the challenge of launching “De Vere Golf Points”, a loyalty programme, with the goal to recruit 3,5K infrequent golfer to use their 16 courses.

The research showed that the target audience wouldn’t be engaged by something called Golf Points. Insight showed the target was a real golfer who wanted all the benefits, heritage, style, emotion and status that come with a real golf club membership.

The solution was a new brand, look and feel based on a far more aspirational name was created: The De Vere Club. A stylish and elegant “Golf your Way” campaign was launched with a promise to “change the way you play golf forever.”


The results on the first six months were:

  • 700 full cost memberships sold – worth up to £2,500 pa.
  • 3,220 De Vere Club memberships were sold across 22 sites
  • Golf membership has grown by 130%.

Source: DMA






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


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