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June 11, 2020

How Can Data Guide Marketing and Communications Strategy?

Data is everywhere nowadays. Continued improvements in computing technology have empowered individuals and organisations to create diverse data (e.g. online content, time-stamped and machine data etc.) on a mass scale. Becoming increasingly aware about the benefits of data-driven decision making, businesses are finding more efficient ways to extract insights.

In marketing and communication initiatives, there are various sources of data that are integral in addressing questions such as:

  • What aspects of a product or service do customers find valuable?
  • Is there a need that is currently not met by the market?
  • What drives customers towards certain actions?
  • How should content be crafted to make it relevant and grounded in user experience?

Without continued efforts to collect and analyse data that helps answers these questions, competitors who are more data savvy can take the upper hand and leave you behind.

Patterns are embedded in data

Data management companies like Romax enable businesses to be strategic when implementing marketing and communication efforts.

In order to be strategic, seemingly disparate sets of information are rigorously examined for recurring patterns. These patterns exist across a range of data types, from demography and purchase locations to survey responses and user feedback.

From these patterns, insights are derived about the ideal audience and user preference. All of these feed into the overall strategy that helps craft relevant messages. Ones that truly engage people and spur them to action.

From a larger perspective, it’s about transforming complex data into simple actionable insights.

The process is crucial

However, data by itself won’t impact an organisation or strategy overnight. The process of managing (collecting and analysing) the data plays a central role in providing a comprehensive narrative of what’s really happening.

According to PricewaterhouseCoopers’ Data & Analytics team, problems start to arise when the handling of data causes quality issues down the line. The IT department may be tasked with building the necessary systems to store and process data, but various departments or teams are the ones that will directly use the data.

Without the right processes and expert advice, data inaccuracies and misinterpretation are extremely difficult to resolve.

Where do you start?

Any business that is serious about harnessing data should first identify where it should be collected. How you go about this will largely depend on the specific industry or area where you operate.

Next, businesses must make the proper investments, with the following goals in mind:

  • Orient the entire organisation about the importance of finding data and the process of managing it;
  • Equip staff with data literacy skills that enable them to incorporate key information into marketing messages and campaigns; and
  • Tap the expertise of data management specialists, if need be, to analyse more complex data sets.

Effectively manage your data with Romax

As one of the leading data management companies in the UK, Romax specialises in a range of data management services like data profiling, acquisition, cleansing, mining and more. Through our services, we help you avoid unnecessary losses and ultimately improve targeting across your campaigns.

If you’re interested in working together, call us on +44 (0)20 8293 8550 or email us at hello@romax.co.uk

June 4, 2020

Three Ways You Can Make Your Direct Mail Campaign More Sustainable

Today’s consumers make conscious choices about their purchases, especially when sustainability is concerned. Shoppers are inclined to support businesses that follow green practices and produce items with minimal carbon footprint. Eco-friendly businesses will capture the elusive green shoppers.

Additionally, sustainability is not just a matter of profit — it’s about doing your part in protecting the environment. They may seem insignificant, but all the little adjustments your company does will add up to a significant contribution to preserving and maximising our resources. In fact, there’s a huge room for improvement in your direct mail marketing procedures you can do to jumpstart your sustainability goals.

Clean Your Database

Clean data is important in saving your resources. In fact, it can dictate the success of your direct mail campaign.

At first, it may seem effective to simply send word to as many people as possible, to get as many responses as possible. However, sending direct mail to customers who neither need your products nor take any interest will waste your time, energy, and resources, which you could have directed to other customers who could’ve purchased.

This principle stands in sustainability. By cutting down your database, you reduce the physical volume of mail. This means fewer people will throw out your marketing materials, and less waste is headed for the landfills.

Design Smarter

How you design your mail pieces not only affects the response you may receive; but it also influences how you maximise your materials.

After all, it’s the message that matters. Work with your designers, and review areas that can be downsized. You can, for instance, experiment with a smaller typeface and shorter paragraphs. Perhaps there is a way to retain the message even if you cut corners with the text and the graphics. This can save page upon page of unnecessary and redundant information. Assess if you can also reduce the inserts to further curtail wastage.

You can also opt for recycled or recyclable materials for your direct mail marketing materials. Make sure to indicate that it’s recyclable. This way, you empower your recipients to dispose of your mail properly.

Choose Sustainable Partners

Green practices should not stop at your door—it’s important to partner with mailers that also uphold sustainability. Else, your efforts and mindful use of resources will go to waste.

Romax prides ourselves on our sustainability efforts. We’re ISO 14001 accredited, and that is just the tip of the iceberg. Our green policies cover everything that we do.

  • Energy Sources – Our team uses electricity from renewable sources whenever possible. Our facility also has a charge point for electric vehicles.
  • Reforestation Efforts – We purchase land in the UK to plant more trees.
  • Carbon-Balanced Printer – This refers not only to the materials we use, but also our manufacturing process. Our team will provide you with a Carbon-Balanced Publication logo that you can print on your work. This informs your customers that you have chosen a sustainable partner.

As part of our bid for sustainability, Romax helps our partners uphold green practices. If you’re interested in improving your direct mail marketing processes, get in touch with us today.