April 23, 2018

Top 5 Reasons to Use Direct Mail

Written by Nilda Cerna, Marketing Manager.

 

Consumers are constantly exposed to a series of digital advertisements and communications, according to “Direct Mail an opportunity to Grow” a study by Xerox, an individual receives 100 emails per week on average and 16 direct mail per week. Moreover, Royal Mail MarketReach in their “It’s all about Mail and eMail” point out that 51% of emails are deleted within two seconds and 56% of consumers say mail grabs their attention. Check out our 45 Facts about Direct Mail. Therefore, the opportunity for Direct Mail is massive.

You can use direct mail at different stages of your marketing communication, to achieve different goals, from lead generation, acquisition, retention, reactivation and referral. You must know how to measure your direct mail, in order to track responses and calculate your campaign ROI.

If you have some questions about launching a printed communication campaign, you may find answers below.

 

Top 5 Reasons to use Direct Mail

 

  1. Stand Out From the Crowd

The saturation seen in online advertising makes finding other channels and resources to stand out a critical one. Direct mail brings you versatile options such as a letter, postcards and catalogues amongst others. Have you kept your IKEA Catalogue for the whole year? Have you bought a product either online or in the shop just because of what you have seen it in a catalogue? This is the impact and opportunity that direct marketing and your company can’t miss out on.

The 2018 JIC Mail Report confirms that the average household receives about 1.3 pieces of direct mail per day. If we compare this figure with the one hundred digital impacts on average, there is still plenty of space for DM.  The report also reveals that over the subsequent twenty-eight days since delivery, individuals are still opening and reacting to their mail.

 

  1. Brand Awareness

When people touch things, their brain suggests some ownership over them, this tactile imprint is one of the reasons that printed communication helps to place your brand in your clients’ mind through the power of touch. Furthermore, a research from Millward Brown confirms that, when a person is exposed to multiple digital formats and paper communication, the brand depicted through print is more highly-valued in comparison with electronic marketing.

A Sappi research concludes that people who assess brands purely on the way they were being promoted (high-quality paper versus cheaper paper and online) they found they were three times more likely to recall the name of the brand on quality paper and were more impressed by that brand.

According to the Private Life of Mail, Royal Mail MarketReach study, 60% of people say that Direct Mail positively reminded them about a brand or company.

  1. Increase Loyalty

With fake news proliferating everywhere, the role of printed communication to deliver both, trustworthy brand messaging and to drive loyalty is vital. Sending a piece of direct mail brings your client a sense of seriousness and integrity about your business, for caring about them and for the money invested by them in your brand. 55% of the people feel that Mail gives them a better impression of the company.

Furthermore, if you send a targeted communication, utilising appropriate data, including their name, products acquired, local offer, image personalisation, among others printed personalisation, which helps to increase loyalty compared with your competitors.

Sappi also suggests that print benefits from “the endowment effect”, which is our tendency to value things more because we own them.

 

  1. Increase Sales Either for Retention or Activation

The acquisition isn’t the only goal for a marketer, how to keep your client using your services and products is extremely important.  Direct Marketing, both alone or combined with a digital campaign can help to increase sales up to inbound and outbound, but, the part of if you are working on a niche, or you just want to

If you operate in an e-commerce business, promoting your online service or product or you have an app, you should know that 87% of people were influenced to make an online purchase and 43% of people download something from a website as a direct result of receiving Direct Mail.

  1. Reactivate Customers Who Haven’t Transacted for a While

All businesses have a high percentage of prospects and clients who have completed a sign-up a form, requested a quote, downloaded an app, but you never hear from them anymore, it’s likely that they also put your emails in the junk folder.

A piece of Direct Mail helps to remind the prospect of your brand and services.

 

 

Source: Direct Mail an opportunity to Growth, Xerox. Print Power magazine spring 2017, Royal Mail ReachMarket.


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

 

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April 16, 2018

10 Articles that you should read if you want to launch your first Direct Marketing Campaign

Direct Marketing is still very much alive in this online marketing age, in fact, it is making quite a come back as it has better cut through and proven returns. At Romax Marketing & Distribution, we have lately experienced a significant increase in marketers, both in B2C and B2B, asking for advice on how to create what in many cases is their first experience of a printed Direct Mail campaign.

The main questions relate to the lack of resource and knowledge about Direct Marketing and their positive impact on value creation. There are very few blogs that talk about Direct Mail, present case studies or show research and outcome. Marketreach is, however, one such resource that any marketing professional intent on learning about direct mail, should investigate.

Moreover, marketers are afraid of launching their first campaign without knowing what the impact or response they should expect. Furthermore, the lack of knowledge on how the direct marketing industry works, increases the campaigns lead time.

To help direct marketing newbies with their first campaign. We have collated a series of our 10 most successful blog posts. Marketers can find information related to research about how Direct Mail impacts on customers, how to measure and increase your response, main mistakes and how to fix them, and a case study from one of our clients.

mailDirect Mail Beats E-Mail

You’ll find neuroscience research about paper perception and the recipients emotional processing, and how the brain responses to the printing material.

Read the full article here.

direct mail facts 2018 Direct Mail Facts & Figures 

This article reviews the JICMail report with the most recent study of Direct Mail in the UK. You’ll discover what UK consumers do with their mail, across the different types: advertising mail (addresses mail and door drops) and business mail. You can also download the full study. Read more here.

direct mail facts45 Facts You Should Know About Direct Mail 

A collection of stats related to Mail addresses, Mail perception, Mail and Business, Mail and Email, Mail data management and Mail delivery,. Read and discover Mail’s impact on consumer behaviour. Did you know that 92% of people are driven online or to digital activity as a direct result of receiving direct mail?

Read the full article here.

direct marketing campaign3 Ways to Measure Your Direct Marketing Campaign

In the digital era measurement is something that you take for granted, but what about Direct Marketing? There are easy ways to track your direct mail, and in this article, we present you with three of them.

Read more here.

direct mail response7 Tips to Increase Your Direct Mail Response Rate

If you want to succeed in your first direct mail campaign, follow these pieces of advice that will help you to increase response and improve campaign ROI.

Read the full article here.

printed personalisationTypes of Printed Personalisation that Increase Your Sales

Personalised or targeted direct marketing campaigns are more than “Hello Name” and personalisation is something that you must include in all printed communication.  Did you know that we can modify an image to add a personalised text for each customer?

Read more here.

direct marketing mistakes

3 Common Direct Marketing Mistakes to Avoid

Who hasn’t made a mistake on the first attempt? We want to help you to improve your marketing campaign and prevent you from making those common mistakes that inexperienced direct marketers often make.

Read the full article here.

direct marketing communication5 Ways to Save Money in Your Direct Marketing Communication

We are not going to hide the fact that Direct Marketing is more expensive in comparison with email, but as we have already demonstrated, the return is well worth the investment.

Read more here.

membership management3 Reasons to Outsource Your Client and Membership Management

Some companies, such as insurance and finance organisations who send out regular printed communication, that can include welcome packs, policy documents, claims letters or monthly newsletters, can benefit in terms of brand loyalty, productivity among other metrics, when outsourcing their printed communication. If you are considering creating a single customer view, this article can help you to make those critical and positive early decisions.

direct mail case studyDirect Mail Case Study: 349% ROI

Understanding how other businesses are making a success of their DM and seeing their results can help you to persuade your head of marketing to approve your direct mail budget. The following Fantastic Services case study details how to make a success of it.

The article was written by Nilda Cerna, Marketing Manager.

direct mail 2018

Romax
Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank CentreDKMS and PlusNet.

Contact us for a bespoke and cost-effective Direct Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

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April 9, 2018

[Webinar] GDPR for Marketing Professionals – APRIL

Webinar GDPR for Marketing Professionals

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

Continuing our highly successful series of LIVE 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.

The LIVE 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
  • Live Q&A.

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

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.

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 11th April Download the presentation and watch the recording here
Time: 1 pm BTS
Host: Robin Sumner, Managing Director Romax Marketing & Distribution.

 

April 3, 2018

Interview with Lisa Nugent, Head of Donor Recruitment at DKMS

DKMS began in Germany 1991 when the founder, Dr Peter Harf, formed the charity in honour of his wife, Mechtild who had lost her battle with blood cancer, following the family’s unsuccessful search to find a potentially lifesaving matching blood stem cell donor.  Peter had the vision to change this and create a future where every blood cancer patient has a second chance of life.

Today DKMS is an international non-profit organisation with offices in the UK (opened 2013), Germany, Poland, Spain and the United States.

DKMS have more than 7.5 million potential donors registered within the DKMS family and have given more than 64,000-second chances of life to people diagnosed with blood cancer. The worldwide search for new donors continues though as many people are still not able to find the matching donor they need.

Romax Marketing & Distribution has been working with DKMS UK since 2015 managing their printed communication which includes printing, fulfilment and distributing their DNA Swab Pack to potential donors who registered via the DKMS website, the welcome pack and donor registration cards and others personalised communication.

We had the pleasure of interviewing Lisa Nugent, Head of Donor Recruitment at DKMS UK, to talk about the organisation, how they are promoting donor acquisition and how Romax has helped them in this process.

Romax: Please describe your role and what you most enjoy about your job.

Lisa Nugent DKMS: I’m Head of Donor Recruitment for DKMS, a blood cancer charity.  Our team are responsible for growing the number of potential blood stem cell donors.  The role can be varied, one day I might be meeting a patient’s family to advise them on how we can support them with raising awareness and registering potential donors, the next day I could be in a planning meeting for World Blood Cancer Day activities.  Good days are when we see a great response to an appeal to find a donor or when a patient contacts us to say that a donor has been found for them.  

R: Tell us a little bit about the Organisation that you work for.

LN – DKMS: Every 20 minutes, someone in the UK is diagnosed with a blood cancer such as leukaemia.  Our mission is to provide a matching donor for every blood cancer patient in need of a blood stem cell donation.  

Since we launched in the UK, in 2013, we have registered more than 350,000 people as potential blood stem cell donors. Some of these amazing people have gone on to donate blood stem cells, giving more than 400-second chances of life to blood cancer patients.

R: How do you recruit your members/Donors?

LN – DKMS: In the majority of cases potential donors will register in response to a patient appeal – at any one time there are around 2,000 people in the UK in need of a blood stem cell transplant and two-thirds of them will need to look outside of their family for a matching donor.  We will work with the patients and their families and friends to organise registration events at places of work, sports clubs and other locations and alongside this will run press and social media campaigns, which include information on how people can register online for a swab kit.

 

R: What benefits do your donors receive from their Welcome Pack?

LN – DKMS: If potential donors have signed up in response to a patient appeal, then quite often they will post images on social media, either of their completed swab kits ready to be returned to us, or once their swabs have been processed and they have successfully been added to the register, of the welcome pack and donor card that they receive.  Seeing those images has a really positive impact on the patients whom we are trying to help and also helps promote DKMS to other potential donors.

R: Why do you like working with Romax?

LN – DKMS: The flexibility and speed of response.  The nature of our work is such that we often don’t know from one day to the next how many online requests we might receive for a swab kit.  In late 2016, there was a news story about a child who desperately needed a stem cell transplant and in less than 24 hours this story had gone from being featured in a local newspaper to being covered by a national paper.  We received more than 16,000 requests in that 24-hour period and nearly 50,000 in seven days. It was effortless on Romax’s part to increase staffing levels and fulfilment so all kits were despatched in a timely manner. 

DKMS registration event for companies.

You can save a life with a simple registration in the DKM UK website here, and if your company would like to organise a registration event for its staff, please email events@dkms.org.uk


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

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