This year a new distinction, The Clutch 100 Award was created and Romax was a success applicant. This award, part of Clutch’s Global Leader Awards Program highlights the recipients of this award on a global scale, as exceptional suppliers.
The announcement made on november 30th 2020, meant a lot to all of the team at Romax and we would like to thank our customers for their support and praises that helped boost our chance of winning.
We are exceptionally proud of the work that we produce for our clients and many of these projects are highlighted on our case study page.
At Romax, we are an ambitious and nimble business confidently selling our expertise, forging ahead in our sector and enjoying growing together. We are inquisitive, open, progressive people who value honesty and want to build mutually beneficial and respectful relationships. We take time to recognise what each other brings and we know we are strong together.
Our annual customer survey consistently gives us a client rating of 4 or higher out of 5 for over 90% of our services. Working with blue chip clients across the automotive, retail, finance and membership sectors, we will shortly be celebrating 25 years of service. We hope to continue to be seen as the award winning Romax for many years to come!
November 18, 2020
Direct Mail The Channel for Today
Direct Mail has come to the fore as a key part of the marketing mix during the Covid pandemic and its importance is set to grow. As we continue to spend more time at home, its ability to reach and engage audiences, offers huge potential for marketers.
This is not just because mail provides tangibility in an increasingly saturated digital world. It’s also because of its special place in people’s hearts. In a time that can feel transient and fast-moving, printed mail communication literally offers something to hold on to.
Direct Mail, a Trusted and Valued Medium
As a trusted and valued medium, direct mail can drive behaviour both in terms of immediate response and also in terms of cut-through and the longer-term reinforcement of key messages. 50% of respondents to a recent Royal Mail survey * acknowledged the usefulness of mail – as a reminder to do something – whilst 85% reported paying as much or more attention to mail during lockdown.
A lot of us have had to spend a lot of time at home recently. It’s forced us to re-evaluate; to focus on what’s really important to us. We’re back at home and the value of a home is back.
During lockdown, people like to find some kind of routine. Getting dressed for work (at least from the waist up), maintaining regular meal times and taking time to exercise have all helped people keep hold of reality. Direct Mail is part of this routine. People have their own rituals about processing their post, but our research has highlighted the widespread appreciation for the rhythm of the postie’s arrival and the reassuring thump of the mail onto the floor.
Suddenly having to work, study and connect to people from home has compounded the intensity of the pandemic for many. And there is evidence that there has been a reaction against living our lives through a device, a trend that pre-dates the pandemic.
The research mentioned above also shows that while too many messages from computers and phones can feel invasive and stressful, physical mail is often welcomed into the home like a good friend.
What arrives on the doormat is also inherently trusted. It feels as though a person has thought about it and invested time, effort and money in getting their message across. “It must be worth reading” was a common sentiment among respondents.
It’s often too easy to focus on the allure of short-term ROI and efficiency rather than the potential greater profit that could be achieved by focusing on longer-term effectiveness. But effectiveness is where direct mail can really deliver. Business decision makers from MarketReach’s research recognise the value of using mail and intend to increase spend in the future. Download the full report here:
November 10, 2020
Back Office Outsourcing will organisations need post and print rooms on site in the future?
Why is back office outsourcing being revisited by organisations? There is no doubt that even after there is a cure for Covid 19 that the shift away the dependence of the central office for many organisations and the inevitable redundancy of the back office that supports the front office will need revisiting.
The reduction in volume of physical print and mail towards electronic only communications means that to employ, fund and locate office-based print facilities, mail and enclosing kit, becomes increasingly costly and an overhead that can be easily outsourced.
Despite the move to electronic communications, there will always be the need whether through client preference, GDPR compliance or legal requirement for physical printed documents to be produced and mailed. Why not look at consolidating your decreasing volume with other businesses through an external supplier?
Across the country there are professional mailing facilities that offer secure and vetted document print and mail services, who can provide back office outsourcing; this may be through hybrid mail solutions, or as direct client service contracts.
Facility managers in corporate and office locations will need to find alternative solutions that work with the blend of home and flexible office working solutions, so that no matter where the location of the employee is, they will have access to high quality, brand secure, same day print and postal services that ensure that businesses continue to communicate with their clients in timely ways.
Consumers will not continue to tolerate organisations that are unable to implement communication solutions that do not return to pre-covid levels quickly despite home working being ‘accepted’. Covid aside, we know that a tipping point has arrived – ahead of predicted timescales – that makes remote working and blended office working here to stay.
Now is the time for business to plan their future requirements, to restructure the back office and speak to the experts in data driven print and mail production.
Leveraging Customer Data for a Better Direct Mail Marketing Campaign
There is a misconception that direct mail marketing is no longer needed in the digital-first environment. Many businesses have halted this strategy in favour of email marketing and other digital strategies.
But traditional mail is still highly effective in increasing acquisitions. Research has found that the response rate for direct mail is often better than its digital counterparts. With the right strategy, you can use direct mail to strengthen your digital marketing campaign.
How to Optimise Direct Mail Marketing with Customer Data
An effective way to improve your direct mail marketing campaign is to personalise its messaging. Your online platforms provide you with a valuable resource for customer data. Create different segments for your mailing list using this information.
Create different content that targets specific segments of your audience. Categorise them by age, gender or occupation. If you have multiple customers working in the same industry, you can send them mail specific to their jobs. Some might prefer product specs, while others might prefer promos, deals and discounts.
Digital marketers use their target audience’s location to improve lead generation and conversion rates. By categorising customers according to location, you improve brand awareness and loyalty in the right areas. This is particularly helpful when you have seasonal products and services, and your reach is far and wide. You can actively market summer items in one location while advertising winter items in another.
You may use your direct mail marketing to create personal connections with customers. Send customers special promotions or invitations to events based on their preferences. You can also use this opportunity to make tie-ups between your brand and relevant events in the area. By sending these through the mail, you set yourself apart from the usual pile of bills and solicitations.
An important part of marketing is making connections to build relationships. Your customer database gives you access to personal information, including birthdays. Use your direct mail marketing campaign to send customers birthday messages. Personalise this tactic by including a special discount or deal that runs for the entirety of their birthday month. Alternatively, you can send customers special messages and promos on the anniversary of their first purchase with your brand.
Customer engagement happens on various channels, from your website and social media accounts to a visit to your store. Use these interactions with your brand to make sure the messaging you send them is unique every time. Create different categories, such as:
Customers who completed their first purchase;
Customers who visited your store for the first time; or
Customers who’ve made multiple transactions with your business.
These will help you keep track of their journey through the sales funnel, giving you valuable information on how to approach them with the right messaging.
Several ways exist to leverage your customer data for your direct mail marketing campaign. It’s only a matter of understanding how to analyse and utilise the given information effectively. Romax is your partner in developing a direct mail marketing campaign that will improve your bottom line.