May 9, 2022

What is Data Management? The Importance of a DBMS

Data Management

What is Data Management?

If you’re running a business, an important question to ask is, ‘What is data management?’ Data management is the practice of obtaining, storing, organising and maintaining created and collected data. The process helps people and organisations use accurate data to drive informed operational decisions and strategic planning. Effective data management is fundamental to a company’s success because it helps to promote and maintain commercial growth.

Read our comprehensive guide to ‘what is data management?’ to further understand the core of this concept.

Data Management

What is a Data Management Strategy?

Data management requires a strategic approach to collecting, organising, protecting, storing and using valuable information and data. A data management strategy aims to create and implement a well-planned approach in managing an organisation’s data assets.

The Importance of a Data Management System

Data is increasingly considered an asset that can be used to make better informed business decisions. It can be seen to improve marketing campaigns, optimise business operations and reduce costs while increasing revenue and profits. 

Businesses are subjected to an increasing number of regulatory compliance requirements, including data privacy and GDPR. With this, data management has soared further in importance. Companies are acquiring large and various volumes of data types, so without good data management, such information can become cumbersome and hard to navigate.

How to Manage Data

Data management is the backbone behind any marketing strategy. Follow these data management practices on how to manage data to ensure data quality:

  • Outline your business goals: knowing what you plan to do with your data will help you collect only relevant data.
  • Prioritise data security and protection: data protection and security must be a number one priority for your business’s data management. It’s vital for your company to follow the correct guidelines to ensure the privacy of your leads and customers.
  • Focus on data quality: data needs to be regularly checked for accuracy. Old data can become outdated and irrelevant to your sales and marketing. 
  • Reduce duplicated data: create systems that allow data to be updated when someone opts in more than once, or makes a return purchase, to ensure your data is clean.
  • Identify demographics: look at client history and relevant patterns and use these patterns to develop strategic direct marketing plans across all media channels.

Understand Your Data

To target the right demographic, you must first understand your data. Here at Romax we offer a free data audit to assist you in planning your marketing message. Customer data deteriorates rapidly and unless it is maintained you may find it to be useless within three years.

You should identify consumers and businesses that won’t respond to your marketing communications, either as a result of them moving house or premises, individuals passing away or registering with one of the preference services.

The Effects of Poor Data Management

Poor quality data can harm your business, leading to inaccurate choices, poor customer relations and bad business decisions:

  • Poor data leads to poor decisions: decisions are made based on information and data, and critical decisions based on poor-quality data can have very serious results.
  • Missed opportunities: a business may miss a profitable opportunity that a competitor, with a greater understanding of data, may take advantage of.
  • Lost revenue: communications may fail to convert to sales because the underlying customer data is incorrect. Poor data results in inaccurate targeting and communications.
  • Mistrust: poor-quality data generates mistrust. Maintaining good-quality data can be the difference between compliance and incurring fines. Incorrect data means time, money and reputations can be lost, reflecting badly on your business and therefore lowering customer confidence.
  • Business inefficiencies: poor-quality data creates ineffective business decisions resulting in expensive time to fix the consequences of data errors.

Use a Quality Data Management System

Good software is essential when creating a quality data management process for your business. If your data management system is too complex for your team, too large for your business’s needs, or not secure enough, it’s not going to work for you.

A quality data management system must give a clear and accurate insight into your leads and customer data: it should help you engage with your audience. Your system should be making the jobs of your sales and marketing teams easier by having clean and accurate data.

Hopefully, we have answered your question of ‘What is data management?’ and its importance. Here at Romax, we are accredited under ISO 27001 : 2005 Information Security Management System and are registered with the Information Commissioner’s Office. We adhere to a very stringent data policy that ensures data safety at all times.

Romax will work together with you to create powerful business messaging that boosts return on investment (ROI) and response rates via database management. For a experienced account management and quick turnaround get in contact today on 0212 368 5657/020 4571 3500 or email at

April 15, 2022

What is Direct Mail Marketing? A Definitive Guide

scan QR code for direct mail marketing

Opening direct mail

What is Direct Mail Marketing?

Direct mail marketing is a strategy that combines creativity and commercial focus to powerful effect. It involves sending a physical letter, package, mail shot, brochure or postcard to engage your customer and build relationships. Ultimately, it boosts the bottom line for your business. 

You may feel that in this day and age of digital marketing, email and everything being online, that direct mail marketing is as relevant as horse and carriage or pigeon post; however, you’d be wrong. Read on to see ‘what is direct mail marketing?’ and why it is as relevant now as it ever was.

Direct Mail Marketing

Research indicates that direct mail marketing through the postal system is still one of the cheapest and most effective marketing strategies. Nine out of ten people still open all their direct mail, whereas, emails may end up in a spam filter. Email is still very effective, but also very prolific. Most people receive a handful of physical mail per day, but your computer’s inbox may be overwhelmed with hundreds of emails.

B2B Direct Mail Marketing

With B2B direct marketing, companies receive much less marketing by mail than they did ten years ago – a unique advantage for direct mail. See how here at Romax, we can help your B2B direct mail strategy.

B2C Direct Mail Marketing

Direct mail that is personalised, important, unique, and relevant to a customer, can become a significant reason for the success of your business.  Recent study has shown that 42% of people who receive direct mail will open it as people are curious to see what the mail contains, and there is a level of anticipation that comes when opening up an unexpected parcel.

It is often said that specialist businesses selling to consumers need to get their message across in an effective way that will be remembered, so by using B2C mail services, you are sure to achieve this goal.

Unlike email and text messaging, you don’t need a recipient’s permission to send direct mail. So, even if a customer doesn’t subscribe or subsequently unsubscribes from your email list, you can still get in touch with them via direct mail marketing.

Why you need Targeted Direct Mail Campaigns

Using a direct mail strategy will provide you with a deeper understanding of your clients, so that you can target direct mail campaigns to your clients exact preference rather than sending inferior messages to everyone. 

Direct mail can also reach a wider demographic if your target audience is unlikely to use social media or email. Targeted direct mail campaigns can turn people into potential customers when online advertisements could have missed them entirely: it can be targeted to a geographic, demographic or physiological group.

scan QR code for direct mail marketing

Using a direct mail strategy will provide you with a deeper understanding of your clients, so that you can target direct mail campaigns to your clients exact preference rather than sending inferior messages to everyone. 

Direct mail can also reach a wider demographic if your target audience is unlikely to use social media or email. Targeted direct mail campaigns can turn people into potential customers when online advertisements could have missed them entirely: it can be targeted to a geographic, demographic or physiological group.

Direct Mail Marketing is Measurable

Direct mail is one of the most measurable forms of marketing: it’s straightforward to record the number of mail shots that are sent out. Even though it’s not trackable in the same way that digital marketing methods are with click rates, rankings and analytics, there are ways to measure their success:

  • Vouchers and coupon codes
  • QR codes
  • Trackable phone numbers
  • URLs to a specific campaign

Direct Mail Advertising

Direct mail is a form of advertising that relies on printed materials, and the mail service, to deliver advertising that appeals directly to consumers. While direct mail advertising and email marketing campaigns get comparable response rates, a recent study has found that direct mail campaigns bring about purchases five times bigger than email campaigns. However, combining email with direct mail advertising led to the most successful results of all with purchases six times larger than email alone made.

Direct mail is a unique one-to-one advertising medium that brings a range of benefits and return on investment. It also minimises the waste and negative brand impacts that can be incurred from sending the wrong message to the wrong person at the wrong time.

Social Media and Mobile Marketing

Of course, social media and mobile marketing are on the rise, but that doesn’t mean that direct mail marketing has lost its effectiveness. In fact, younger consumers don’t associate direct mail with “junk mail” the way older consumers have so often done in the past.

Reading direct mail marketing

Direct Mail Marketing Statistics

So, if you are still wondering if ‘What is direct mail marketing and does it work?’ let’s look at some statistics. How could your direct mail marketing transform your advertising strategies and campaigns?

  • The average UK customer spends almost £600 because of receiving advertising mail each year.
  • In the previous ten years, the volume of direct mail advertising has increased by 87% and expenditure has increased by 118%.
  • Direct mail advertising delivers, on average, £14 (ROI) return on investment for every £1 spent.
  • 60% of consumer advertising mail is opened and 40% is read.

Just looking at this snapshot of statistics we can see that direct mail marketing is a tried-and-tested successful strategy. It is a crucial approach that your business should embrace.So, if you want to discuss your direct mail marketing strategy to enhance your business, give us a call on 02045713500, for our London office or 01213685657 for our Midlands office. Alternatively, email and we’ll get back to you straight away.

March 16, 2022

Reasons to Invest in Membership Management Services

Membership Management Software

Membership Management Services

Growing membership organisations requires attention to detail, but many institutions lack the time. It is increasingly difficult to understand member behaviour when customers’ demands are growing and changing with a rise in expectations.

Membership management services supply associations, clubs and other membership organisations with the ability to track membership information, communicate with members or prospects and plan events. By doing this, they can build their community and customise their database, giving them an insight into member behaviour.

Data Gives Information About Member Behaviour

Tracking the opening of emails, event interactions, member logins, fundraising donations and consolidating the information into membership management software gives you the value of data. Instead of having to wade through multiple software systems, membership management software shows you everything you need to know at a glance.

By using this information, you can:

  • Identify engagement rate and target with specific campaigns
  • Identify areas for improvement
  • Automatically notify members when their subscription is up for renewal
  • Monitor member interests and hobbies for future upselling
  • Offer loyalty rewards based on positive engagement
  • Personalise your communications

Membership Engagement Services

Having an engaged membership base is essential for membership-based organisations. Engaged members are more likely to renew and provide positive feedback that leads to development. Members that are engaged will be more satisfied, see value in their membership. 

Membership organisations are effective when they focus on keeping their current members connected and involved. Additionally, they let you offer promotions to loyal members.

Membership Management Software

Membership Management Services Helps Keep Your Information Safe

Membership management software keeps a client’s information safely altogether in a contact record. From there, you can access all the management tools you need to  track membership information, communicate with members or prospects and plan events.

Create More Detailed Profiles for Members

Membership management software gives members the ability to create and build their profiles. Having profiles means the members feel like they belong to your association: they can interact and form meaningful connections with other members.

This has an added advantage to your association as well. When members enter details into their profiles, they immediately get put into your database. Having more information about your members helps you to make informed decisions. Therefore, emails that best interest them gives them a personalised experience.

Easy Payment Management

A built-in payment feature in association management software can assist with members paying their membership fees.

An automated payment process ensures you can easily maintain and keep track of expenses without employing extra staff. As the payment is streamlined from one source, you can easily be on top of the charges. Additionally, you can use these features to send membership renewal reminders for your existing members. Automating these reminders help you process payments quickly and easily. Easy membership payment reduces time and debt chasing when users can easily pay online.

Easy Membership Communication

Many membership management services come with integrated communication systems to engage visitors to your website and share information about your organisation. It’s a hassle-free method rather than maintaining separate software for emails and communication. A planned approach is consistent and repeatable and identifies and communicates the needs of your members.

You can also separate members into regularly-updated individual groups and mail them separately. You can keep track of your communication with each member, giving them a personalised experience.

A good membership management service integrates your already existing email management software. The communications identify and meet your members’ needs, giving measurable effectiveness in your communications.

Membership Renewals Become Automatic

Automated renewals can be extremely cost and time effective. The system will automatically identify expiring memberships, thus saving time and money. It will send out membership renewal forms automatically via email to allow members to renew quickly and easily. Where email is not the preferred option, the system should be able to produce print ready documents for posted mail.

Membership Services Give a Return on Investment

Membership management software makes the administration process more manageable, faster and significantly more efficient. The amount of time and money spent is greatly reduced and consequently improves your bottom line.

Membership management services reduce the amount of human input required, not only giving a good return on investment, but reducing the possibility of human error.

In Conclusion

Organisation management is a long-winded task without the use of membership management software. 

Associations and organisations are about forming significant connections with your members. They aim to bring people together and work towards a valid cause with the aid of like-minded people. A membership management system enables you to access tools that give you more time to grow your membership,

February 14, 2022

What is Direct Marketing? Top Tips for Direct Marketing

ROI building blocks

What is Direct Marketing?

So, firstly, what is direct marketing? Direct marketing is a promotional method of marketing. It involves information about your company, product or service sent to your targeted potential customer. Using services for direct marketing is an effective strategy of sending personalised direct marketing pitches to each recipient. This is done through physical mail, phone calls, text or emails.

Return on investment building blocks

How effective is Direct Marketing?

A direct marketing strategy should be customised to your organisation’s needs and business goals.

Using an integrated marketing approach, direct marketing will effectively deliver your organisation’s key message. It uses your client’s preferred communication channel which ensures continuity in message and brand for maximum impact and better results. In essence, the direct marketing approach has a variety of benefits that we will explore in this article.

What Are The Common Forms of Direct Marketing?

Common forms of direct marketing often include:

  • Emails
  • Brochures
  • Catalogues
  • Fliers
  • Newsletters
  • Postcards
  • Coupons
  • Targeted online display ads
  • SMS and text marketing

What is Email Marketing?

Email marketing is the process of promoting a business’ product or services via email, normally to a group of people. It involves using email to promote new products, discounts, and other services.

If you want to grow your brand, or sell your products, email marketing is one of the most popular and effective tools for marketing campaigns.

Email marketing is the process of promoting a business’ product or services via email, normally to a group of people. It involves using email to promote new products, discounts, and other services.

If you want to grow your brand, or sell your products, email marketing is one of the most popular and effective tools for marketing campaigns.

What is SMS text Marketing?

The term ‘SMS’ stands for “short message service”. SMS refers to how a brand communicates with customers through text messages about campaigns and promotions. SMS marketing is a technique in which you send promotional or transactional messages that are very personalised.

Mobile marketing can be a direct channel between you and your customers. You have complete control over who receives an SMS marketing message, what content you share and when you decide to send it.

What are the Best Direct Marketing Campaigns?

Some of the most successful direct marketing campaigns have been innovative and original. Therefore, it isn’t just generalised advertising, it’s a carefully considered message to a targeted person, providing an end-to-end solution.

The best direct marketing campaigns have clearly quantifiable results: the consumer response is measurable. For example, offering a discount for an online store, you should include some kind of cookie or pixel to let you know if the user has used the code. If you’re looking for a leading direct marketing company to implement and manage your campaign, speak with one of our experienced team at Romax.

B2B Direct Marketing

Business-to-business (B2B) marketing is a direct marketing approach to other businesses by targeting the interests and challenges of organisations who are making purchases; the business is the customer.

How to Improve Direct Marketing; What Are The Top Tips For Direct Marketing?

Direct mail marketing campaigns ensure you get as much as possible for your investment. To Help create a successful direct mail marketing campaign for your business, you could follow these top tips:

  • Carefully create your mailing list: a mailing list is one of the most important features of your campaign. Relevant data enables you to easily and efficiently maintain the accuracy, completeness and usability of your customer and prospect data. Maintaining your customer data is the key to powering a well-executed direct marketing campaign that will continue to deliver ongoing value. 
  • Personalise: send personalised direct marketing, rather than generic content, builds trust between you and the client. Customise your customer’s gender, age, income and buying behaviour and then personalised direct marketing will engage with the mail’s call to action.
  • Create a CTA – Call to Action: If you are making a point, make it obvious. Your call to action should be simple and effective, making sure the recipient knows what they’ll receive by taking the action. Tell them what you want them to do, then repeat it.
  • Learn from past direct marketing campaigns: build on previous successes by drawing on some of the same methods and techniques you’ve used in the past.
  • Consider the design and quality: high-quality flyers, brochures and catalogues are much more likely to catch your recipient’s eye than poor-quality products. The quality of content will have an impact on the success of your marketing materials. Ensure there are no typing mistakes and make sure the text is persuasive, concise and engaging.
  • Follow up: a follow up call a few days after your customer receives the direct mail can improve your ROI – return on investment. A phone call shows you care about their business and should prompt them to act on the content they received.
  • Know your target audience: work out exactly what you want to achieve and tailor your content to achieve it.

Use Direct Marketing to Target Your Audience

Through direct marketing, you can deliver your message directly to the clients who want to hear it the most. It helps to actively engage with your audience and build lasting relationships with every buyer. Online and offline personalised direct marketing seeks out your target audience to increase response rates and boost ROI – return on investment. If you’re planning a direct marketing campaign, get in touch with us here at Romax today to find out more.