December 18, 2018

To Clean or Not to clean data that is the question…

So, why clean your data? Here at Romax, we are of the belief that less is more. Why send your personalised direct mail campaigns to incorrect addresses? It really does defeat the object of what you are trying to achieve.

Data Decay

Around 1.5 million people move house each year and over 500,000 people, unfortunately, passed away. This level of constant change can lead to data decaying at rates of over 30% per year for some organisations. The Office of National Statistics estimates up to 110 items of mail can be sent to the deceased in the 12 months after their death.

Sending mail to people who have died or moved house is just a waste of printing and postage costs. When a business chooses to send mail without removing these recipients the only message being communicated is ‘the brand does not care about its customers’. Relatives of the deceased or new occupants are highly likely to see the brand negatively when they receive this type of mail.

Increasing response rates

Remove the inevitably unresponsive records from the mail file. Response rates will increase and the overall cost of the campaign can be reduced. You will save on the printing, enclosing and postage costs.

Options to look at relocation files is a very good idea. If a customer moves it makes sense if they have an affinity to your brand to follow them to their new address. Cost of acquisition is far more than retention. So this offers an extremely cost-effective solution.


Of course, then we mention GDPR. The responsibility of the data owner to take all reasonable steps. And ensure all personal information kept on record is regularly screened and updated or deleted. Using a bureau service such as ours will ensure you are taking this responsibility seriously along with our audit reports which can act as evidence of this.


Romax offers all the major data suppression files for the UK, in our market-leading data processing solution. This allows us to simply run an audit onsite, so your data isn’t being given to 3rd parties and so not losing control of your data. A free health check on your data will be returned to show the results and how we can improve it.  

In summary, we are of the opinion of why wouldn’t you? Mailing costs are reduced, and data is improved all resulting in better ROI on your Direct Mail campaign.

December 5, 2018

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December 3, 2018

Top 5 best Christmas print campaigns

With its power to grab attention and communicate brand messages in a single glance, print advertising is still a marketing force to be reckoned with. And it’s during the festive season that it really shines. While we’re rushing around doing all kinds of Christmassy stuff, a well-crafted print advert can cut through the noise and put a smile on our faces while at the same time communicating some key messages. So from Heineken Santa to Ho Ho Hovis lets take a look at five of the best Christmas print campaigns from around the world.


ONE: The Heineken Santa

The festive season comes with great responsibility, even for Santa. This classic print ad from Heineken managed to communicate a very important public safety message in a very discreet and creative way. It was a great example of showing over telling. We imagined a drunken Santa crashing his sleigh, a thought-provoking image that reminded us of our own responsibilities.


TWO: We Three Benz

Picture the Three Kings turning up before everyone else because they followed the star of Bethlehem in a Mercedes.  This humorous advert from Mercedes-Benz exploited an ancient Christmas trope wonderfully. It had a great aesthetic too, making use of traditional styles to give the finished piece an authentic Christmassy texture. Not only did it put a smile on our faces, but it also communicated some key brand messages: Mercedes-Benz produces authentic, stylish and reliable cars.


THREE: Publicis Christmas Tree

The Singapore branch of Publicis (a global marketing agency) came up with this classic ad to promote their own creative attributes. Using red and green (the traditional colours of Christmas) they crafted a powerful festive image that showed the audience what you can achieve with a pencil and an imaginative idea.


FOUR: Ho Ho Hovis

Unless it’s got the word Stollen before it, we don’t normally associate Christmas with bread. So the creators of this ad deserve a round of applause for finding a way to make Hovis relevant over the festive period. After all, Christmas wouldn’t be Christmas without turkey sandwiches on Boxing Day.


FIVE: Have yourself a beery little Christmas!

Let’s finish with a nightcap. A Christmas nightcap to be more precise. Anheuser-Busch InBev, a global drinks company based in Belgium, came up with this genius advert to promote their products over the festive period.  The clever concept, the sharp graphics and the overall simplicity of composition are what make this advert a yuletide classic.


Having a few drinks over the festive season is the very meaning of Merry Christmas!