March 24, 2020

Let’s make your customer communication personal!

When you have a business with lots of different customers – or several different groups of people you communicate with, a one-size-fits-all approach isn’t effective. People respond much better when your communication is specific to them and their needs.

This may sound like something only huge organisations can afford, but actually it’s accessible for smaller companies too.

Creating personalised automated communications involves three elements:

  1. A design or a template for the mailing
  2. A set of data with the information for each recipient
  3. The software that processes the data using a set of rules

At Romax we use a software called Quadient Inspire (we just call it Inspire!) to set up the rules that can do all kinds of things, such as:

  • Personalise the salutation – so it says Dear Chris, rather than Dear Customer.
  • Add customer-specific information in either the body of a letter – such as the last purchase or current statement amount
  • Create customer-specific vouchers or offers based on that customer’s buying patterns.

This is just a very small sample of the possibilities.

If you are a membership organisation you may have many different member profiles. You may have single members, couples and family memberships. Some may be day members, some pay a monthly subscription, others buy an annual membership.

Some organisations have 30 or 40 different profiles – and different communications can be created for each of these, simply by using data-focused rules that drive variable content.

Then it’s all automated.

What does this do for our clients?

Our system has lots of firepowers, but is agile, flexible and works for organisations of any size. It’s not confined to mail that is posted. It also manages multi-media, web, email and SMS. It is a true service that provides managed Integrated Customer Communication.

  • You can send automated daily/weekly/monthly feeds and, simply by uploading the latest data, personalised communications can be created and sent out at the click of a button (or two).

Example: Car manufacturer use our system for their after-sales communications, to remind customers of service & MOT dates. Weekly communications go out by postcard, email or text, on time and without them having to do anything further once that customer is in the system.

  • You can set up rules so that if a customer disengages to move to another supplier, an automated mailout goes to them right away.
  • The system can create documents on demand, so, if someone purchases a product, such as an insurance policy, they’ll get an immediate email with their personalised documentation included as a pdf followed by physical documents.
  • If someone joins your organisation as a member, the relevant membership information can go out the same day – personalised to that specific member profile.

Example:  The V&A has 30-40 marketing profiles – and this system has reduced their lead time by about a week.

  • If you’re a smaller organisation, your responses can be faster with a more flexible approach to impress your customers.
  • You can access your look-up table of profiles and change the message in individual profile – and this can then go out right away.
  • You can have your mail tracked to anywhere in the world, if necessary.

Example: A pension fund needed to send out annual statements with nearly three dozen different customer profiles. These used to be programmed in-house – now they simply send their data and we set up everything, saving them weeks and weeks of work.

Is your organisation missing opportunities? Why don’t you give us a call on 020 8293 8550?

March 17, 2020

Reach more people with partially addressed mail

This may sound counter-intuitive as ‘partially addressed mail’ may sound like there is missing information – and your mail may not get to the right place. But this is actually a very clever strategy to extend your marketing reach, without breaching the General Data Protection Regulations (GDPR).

What is partially addressed mail?

It’s an effective way of reaching more people in a postcode area. For instance, if you have a customer in a particular postcode area, you can add all the other households in that postcode to your mail-out.

The logic is that if you have one customer in that area, other similar households are potentially going to be interested in your offer too. As each postcode has around 15 different addresses, this allows you to multiply your existing contacts by 15.

How does it stay compliant with GDPR?

Partially addressed mail doesn’t use specific names – it is addressed to ‘The Householder’ or ‘Fashion-lover’ or whatever is appropriate for your potential customers. This means you’re not processing personal data, so meets the requirements of GDPR.

Each piece of mail needs to have a statement on the envelope e.g. ‘No recipient’s personal data has been used in the creation of this mailing’.

What are the benefits of a partially addresses mail campaign?

  • The big one is cost – there is a lower postal charge for partially addressed mail. This can reduce the cost per item by up to 4p (depending on volume).
  • There is no data-acquisition cost, so you can improve your reach, without the cost of buying a list.
  • The Royal Mail estimates that you’ll communicate with 30% more households with the same budget.
  • Existing customer profiles can be used to identify similar profile areas. This will increase the number of potential addresses beyond just the original postcode.
  • The engagement for partially addressed mail is approximately double that of simply sending outdoor drop flyers.

There is a minimum requirement of 10,000 items per mailing and this will go to all households in each targeted postcode – excluding existing customers.

You can find out more about direct mail – there are many smart strategies to improve your results.

March 10, 2020

Minimising our carbon footprint

Romax likes to be a leader when it comes to sustainability, we’re always looking for ways to be proactive.  Every decision we make considers the environmental impact of that action.  We are ISO 14001 accredited, but it’s much more than a tick box exercise, sustainability awareness runs through everything we do.

These are just a few of our plans for 2020:

–       Install a charge point for electric vehicles.

–       Reduce and eradicate all polythene from our business by working with customers to achieve that.

–       Use electricity from renewable sources wherever possible. 

–       Work hard to reduce our carbon footprint by purchasing land to plant trees in the UK. 

–       Become a Carbon Balanced Printer – That covers not just the paper but our manufacturing process too.

–       By becoming a Carbon Balanced Printer, we can provide you with a Carbon Balanced Publication logo that we can print on your work. Your customers will know that the collateral they receive is Carbon balanced too.

Print isn’t as ‘eco-negative’ as many people think.  Scientific research comparing print with online activities in terms of environmental impact show that, if anything, print is actually marginally more environmentally friendly.  All that information stored in the Cloud is on huge servers, that suck up the energy to store pictures of someone smiling on Facebook!  Huge environmental impact comes from the electrical components in batteries and electronic waste.

We know our clients’ budgets are often driven by cost-saving and, currently, biodegradable polythene and compostable plastic cards have extra costs attached.  We invite you to meet us halfway and invest in sustainability by being willing to pay that small addition until, as an industry, we get to the tipping point and everyone is environmentally astute and costs are reduced.

If you come to visit us you’ll notice unused computers are off and we turn off the lights as we leave a room unoccupied.  Sustainable thinking is just ‘the way we do things here’.

Share with us your sustainability strategies, or contact us for advice on moving towards more sustainable communications at hello@romax.co.uk or 020 8293 8550.

March 3, 2020

Three useful tips to remember | Planning a campaign

One

Focus on the outcome

What do you want the campaign to deliver?  It’s easy to get side-tracked by creating the artwork, getting the data sorted and all kinds of other things.  But first and foremost, it’s important to have a clear focus – that will make everything else much easier. 

If everyone involved knows what the campaign aims to achieve – they’ll deliver the results you want.

Two

Get your message across

A checklist to go through before launching the campaign:

  • What will capture the reader’s attention?
  • Who are you talking to? 
  • What’s important to them? 
  • Does the message target ‘pain’ and ‘gain’? 
  • Is there a clear call to action, including the relevant contact info?

Three

Get your audience ready

Every campaign will have a target audience.  Ensuring that your audience are the right people will improve the results you get from your campaign. 

There are two aspects to this:

Cleaning your data to ensure you’re not wasting money sending mail to old addresses, duplicate addresses or people who are no longer relevant.

Enhancing your existing data to ensure that your audience meets all your ‘ideal’ criteria.

This means you’ll send fewer messages – but get more engagement.

Find out about how your direct mail campaigns can give a boost. Call us on 020 8293 8550.