March 27, 2018

5 successful postcard direct mail campaigns

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

Individuals may not be sending postcards as often, but companies, either B2C or B2B can still use this format to communicate with their prospects and clients to connect with them offering a new dimension. Read our article about printed communication impact form neuroscience perspective, Printed postcard communication is not only highly effective but also low cost too!

We have compiled five innovative and successful postcard campaigns that will inspire you for your next campaign.

1. Sainsbury’s

To boost loyalty and improve customers’ perception of Sainsbury’s home delivery shopping service, they created a series of colourful and personalised postcards focussed on food products, getting right to the heart of the Sainsbury’s brand – quality.

The result was a fantastic response rate of between 14% and 33%. Customer retention also increased by 10% with customers buying 5% more produce.

2. Olympus

This is a very simple, but extremely impactful post card. Olympus wanted to raise the profile of their Ultrazoom range of digital cameras amongst trade and key ambassadors. A series of postcards to be sent out to key trade contacts and high-profile camera users. The postcards look normal at first glance, that is until you notice the visual doesn’t match the place named on the front. The obvious answer, when turning over the cards, is the exaggerated claim of the Olympus 40x ultrazoom.

3 Airlink International

Airlink International is a travel, transport and logistics organisation. To promote its strongest division: travel reservations, inspiration came in the form of travel postcards. The new business paid homage to the postcard using diverse destinations, with the same charm, play and kitsch. The name, designation, telephone numbers and email were written out by their respective travel agents on the back of these business cards as if they were written on postcards.

These business cards were so well received that the clients insisted on having cards of from other destinations as well. This resulted in cross-selling other holiday destinations, increasing sales substantially.

4. Virgin Holidays

Humour is always memorable, and the Virgin group regularly uses it in their communications. Here is a piece exemplifying their unmistakable advertising style.

5. Exito (Dental Floss)

Exito, a dental floss company, created typographical postcards with food names and replaced one of the letters with a real sample of the Exito Dental Floss. Therefore, when people received the sample the food name disappeared.

At Romax Marketing & Distribution, we can print and distribute your postcard campaign within the UK and overseas. Personalised options available. Contact us for a bespoke solution.

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

March 21, 2018

5 Questions to ask yourself when choosing your print process

Digital Print or Litho Print? 5 Questions to ask yourself when choosing your print process.

Written by Malcolm Saunders, Document Setting & Print Operative at Romax Marketing & Distribution.

 

Considerations:

Digital Print: Digital printing methods include inkjet or laser printers that deposit pigment or toner onto the paper.

Litho Print: Litho print is the method of printing at a large scale in which inks are transferred onto aluminium plates to make an impression from a blanket onto the paper.

 

Having been in the print trade for over 30 years now, I feel I am in a great position to explain some key differences between Digital Print, and Litho Print. I have been very fortunate to have started in the Print aged 17 when everything was Litho print, and Digital print was pretty much unheard of.

Over the years I have watched the successful, and an astonishing evolution of Digital printers in the print trade. I currently work for Romax Marketing & Distribution Ltd where I am a Typesetter and Print Operative, occasionally running their Xerox iGen 150 Digital Production Press (With an additional one to be installed soon), Xerox Docucolor 8000 Digital Production Press, and Xerox Nuvera 157 Mono Press. But up until my employment here, I have always worked at Litho Printers, some with Digital Printers.

 

I hope my advice will help you with your print campaign.

 

  1. Quantity, large or small?

If your print quantity is a small generic amount or requires personalisation then the digital print will be your best choice, there will be no plate or ink set up costs, therefore keeping the price lower than with Litho.

 

If your generic print quantity is a larger amount, then litho print will be the best choice, because once the litho press is up and running, the cost of printing is actually cheaper, and therefore the costs of the plates and ink set up is compensated in the long print run.

 

There is no definitive cut off between digital print and litho print in terms of volume, and you are best talking through the entire job with your printer.

 

  1. I’m in a hurry!

You need your print and need it now! I would recommend digital print, digital print works in a similar way to your desktop printer, open the file, click print, and wait for your print! Obviously, it’s a bit more sophisticated than that, with impositions and paper stocks to be considered, but the digital print is, without doubt, the way to go for quick turnaround print.

 

Still, with Litho Print, once the plates are made up, prepared for printing and tested, litho print is quicker than digital print, it all depends on question 1 again – quantity.

 

  1. Quality

I want the best possible quality! Ask this question 5 years ago, and the answer would have been Litho Print all day long, but as mentioned in my opening paragraph, the astonishing evolution of Digital printers has meant the difference in quality today is very minimal, and most people really cannot tell the difference.

 

  1. I need personalisation

What exactly does Personalisation in print mean? Rather than send the same generic letter out to every customer, why not personalize your print? The flexibility of Digital Print allows you to personalize every single item of print you send out.

For example, a letter to a customer doesn’t just have to say ‘Dear Sir/Madam – or Dear Customer’. Your data can open a number of personalization options, from just the simple ‘Dear Malcolm’, to more sophisticated campaigns involving variable paragraphs, images, signatures on letters – the options are massive, dependent on the data you hold on your customers. Allowing you to send relevant content, and therefore gaining a better ROI.

Though impossible for Litho Print, this is easily achieved in Digital Print, dependent on print files and data held by the customer.

  1. Price

I want the cheapest price! When it comes to price, it again depends on the six points above:

 

  • I’m looking for a short run: Digital Print
  • I need a big run: Litho Print
  • I need it quickly: For smaller quantities – Digital Print
  • I need the best quality: Digital or Litho Print
  • I have more than one design: Digital Print
  • I’ll need to order the same frequently: Dependent on quantity

 

So which is better?

Both processes have pros and cons, but hopefully, this guide has helped you decide which process is better for you needs.

 

 

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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

 

March 20, 2018

GDPR Glossary

The GDPR uses terminology that marketers may not be familiar with. In order to provide clarity, the DMA has translated these legal terms so that marketers, not just legal professionals can understand the language used.

 

  1. Anonymous data: the process of removing personally identifiable information from data sets, so that the people whom the data describe remain anonymous.
  2. Consent: According to the GDPR, consent, “means any freely given, specific, informed and unambiguous indication of the data subject’s wishes by which he or she. By statement or by clear affirmative action, signifies agreement to the processing of personal data relating to him or her.
  3. Controller: the organisation or individual that determines how the personal data is processed.
  4. Legitimate interest (LI): A legal ground that can be used to process personal data for direct marketing in certain circumstances. As well as providing the right of individuals to object to the processing of personal data based on LI. The GDPR sets our strict criteria for organisations that seek to rely on LI. These include establishing that the processing is necessary and that a balancing test has been conducted.
  5. Personal data: Any information that can be used to identify a person is personal data. For example, names and email addresses are personal data because they reveal someone’s identity. The GDPR expands the definition of personal data to include IP addresses and online identifiers, like cookies.
  6. Personal data breach: A breach of security that means authorised individuals or groups are able to access personal data. This could be the result of hacking by outside groups or because an employee made a mistake.
  7. Data-protection-by-design: is a new concept introduced by the GDPR, whereby an organisation considers what impact a particular campaign or product may have on privacy from the very start. In a marketing context, this means identifying a campaign’s risk for privacy and/or data protection, recording them and taking appropriate steps to mitigate them., thinking about privacy from the start and nor as an afterthought.
  8. Data-protection-by-default: Similar to Data-protection-by-design, this phrase refers to privacy setting on goods or service. For example, when a phone app goes to market it should have its privacy settings set to the highest level possible as the default setting. The user could then decide to lower the privacy settings if they so wished.
  9. Processing: Any operation conducted on personal data, which may include collecting, recording, storing, structuring, organising, transmission or dissemination of personal data.
  10. Processor: The organisation that only processes personal data according to the instruction of the data controller. For example, an email services organisation only processes personal data in line with what their client tells them and this means they’re a data processor.
  11. Profiling: Any type of automated processing of personal data that evaluates the characteristics of someone in order to make a decision. Marketing segmentation or targeting is a type of profiling.
  12. Pseudonymisation: A method of making personal data no longer attributable to an individual, without further information, meaning someone could not be identified from the data. It is a process that reduces the privacy risks for people as they can no longer be identified.
  13. Special categories of personal data: Criteria of personal data that are subject to stricter requirements because of its sensitive nature. The GDPR lists the following as special categories of personal data: “racial or ethnic origin, political opinions, religious or philosophical beliefs, or trade union membership, and the processing of generic data, biometric data for the purpose of uniquely identifying a natural persona, data concerning health or data concerning a natural person’s sexual orientation.”
  14. Supervisory authority: An independent public authority responsible for enforcing the GDPR. The Information Commissioner’s Office (ICO) is the supervisory authority in the UK.
  15. Third party: Any organisation or individual that is nor the data controller or processor that is authorised by either the controller or processor to process personal data. For example, if an organisation sold personal data to another organisation, the organisation purchasing the personal data would be classed as a third party.

 

 

 

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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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March 6, 2018

[Webinar] GDPR for Marketing Professionals

GDPR for Marketing Professionals

Continuing our highly successful series of webinars, Romax Marketing will be offering Marketing Professionals the opportunity to get a full and practical insight into what GDPR means to the future of marketing.

———– Download the presentation and watch the recording here ———–

The Webinar will cover:

 

  • The 5 Key principles of marketing
  • Why GDPR is being introduced and its scope
  • Accountability and Data Security
  • Legitimate Interest
  • What constitutes ‘Consent’
  • What is a Data Breach and what must be done following a breach
  • The data subjects rights
  • Profiling and the GDPR.

 

GDPR as a topic can leave you at best feeling drained so our Webinar Content will be presented in an easy to absorb format, specifically focussed on GDPR in a marketing role.

———– Download the presentation and watch the recording here ———–

Who should attend:

  • Any Marketing Professional
  • Directors needing reassurance that their organisation is ready for GDPR
  • Data Professionals.

 

Registration

Webinar:  GDPR for Marketing Professionals
When: Wednesday 14th March 2018 Download the presentation and watch the recording here
Time: 1 pm GMT
Host: Robin Sumner, Managing Director Romax Marketing & Distribution.

 

 

March 1, 2018

7 Tips to Increase Your Direct Mail Response Rate

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

Maybe you’ve already included direct marketing as part of your marketing strategy or perhaps you are thinking about your first direct mail campaign. Either way, you can always tweak it to deliver a higher ROI, both as a stand-alone mailing piece or in the broader campaign.

Marketing is not rocket science, sometimes a message is extremely successful sometimes, it can be a disaster.  The following 7 tips will help increase direct marketing response ROI.

 

1. Profile Your Database – Data management

Data management helps you to use the correct address format, eliminate duplicated files, actualise the address details (did you know that 2.3M householders move and 500K people die every year in the UK?) and prepare your data for personalised communication. Moreover, profiling your data can help you to save money on postage and reduce the waste on print and return management. You can read our 45 Facts about Direct Mail blog post.

 

2. Defining a Clear Offer and Call-to-Action

You must define in advance what the aim of your printed communication is: brand awareness? acquisition? retention or reactivation? Once chosen, you must align this goal with your offer and call-to-action. Want to sell more? Include a unique offer with a redemption code to use on your website or in store.

 

3. Connect your Direct Mail with Online Response

Drive your audience to your social media and website to take action. Simplifying the ease of response helps to increase the mail response and ROI.

Did you know that as a direct result of receiving direct mail:

  • 87% of people were influenced to make an online purchase
  • 92% of people driven to online or digital activity
  • 43% of people download something from a website

 

 4. Personalise Your Communication

When we talk about a personalised message to increase the response rate, it is not only “Dear First Name” it’s more about a mixture of ingredients that contribute towards the impact on your audience.

  • Personalised salutation

The BMRB Research, sponsored by Royal Mail concluded that 51% of people are less likely to open a piece of mail if addressed “to the occupier.” So, including their name or surname is key in every targeted piece of mail.

  • Personalised content

Having a different message for your target group helps to achieve a higher response rate. Have you received a Sainsbury’s pack of product discounts? This offer is based on your historic purchase and related products. Every offer is targeted.

  • Personalised image

Did you know that you can include different images according to different parameters? For example, if you are a member of an art organisation, such as the V&A, you’ll receive the quarterly schedule according to your member subscriptions, and you’ll see the images related to this programme.

To increase direct marketing response, you can go the extra mile and personalise the image itself for every client. Check the following example.

As you can see, the cushion contains the name of the addressee. And every client saw their name on the catalogue cover!

 

5. Send Targeted Communication

You can personalise your message with different text and images, but you can also send your direct mail to those most likely to respond to them. For example, if you have a group of clients who haven’t bought in a certain period of time but are close to their membership renewal date, you can communicate just with them,  not your whole client database. Use a specific offer with the renewal letter to upsell.

 

6. Use Colour or Printed Envelopes

Some of the Romax Marketing’s clients send their letters and parcels in colourful envelopes such as Yellow, Red, others in Black also! You can match personalise content such as the letter to the envelope as well.  If the message is Celebration Day related, such as Valentine’s Day, a plain red envelope or some hearts must be included.

 

7.  Use A/B Testing

A/B testing helps you to find the best message, best copy and best offer to generate a better direct mail conversion. This is basically the comparison of two (or more) different versions of the same piece of mail to ascertain which one works better. Only run the A/B test if you have a significant volume of records. A cohort of 5000- 8000 is the industry recognised minimum range for a single test mailing, so you need twice this amount to judge the outcome.

 

 

 

Reference: 3Bet MediaPrintbrain.

 


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 for a bespoke Direct Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

 

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