January 12, 2022

ooomail – hybrid cloud mailing with ooomph

Outsourced cloud-based mail prodution uploaded from any location

We can all work better without interruption when working on proposals or planned projects, so anywhere quiet be it home, garden, park or beach, works as long as you have connectivity. When it comes to marketing communications, legal or general business correspondence, then you still need to send physical mail.

This is where an outsourced mail production service – a virtual print and postroom – such as ooomail provides the perfect solution. Convenient, easy to access and more cost effective, you can send postcards, invitataions or multipage letters from your desktop.

Send one letter or thousands – our software allows you to upload, proof and merge data for sameday despatch (subject to upload time) via 1st or 2nd class post.

Outsourced Mail Production – ooomail – on the beach!

Send your communication virtually from anywhere (see what we did there!) All you need is your laptop + copy+ internet connectivity and you can post mail from anywhere in the world (Beach Optional!)

All mail printed by ooomail is carbon offset through our World Land Trust carbon balanced process so your own businesses sustainability credentials will be met – all part of the service!

January 11, 2022

Carbon Balanced and Sustainable Communication

What is Carbon Balanced Paper?

A paper becomes Carbon Balanced when the average emissions associated with its production are offset by the global conservation charity World Land Trust (WLT).

WLT achieve this by protecting threatened habitats that would otherwise have been lost, avoiding the release of stored carbon. This also enables the regeneration of degraded habitats, which gradually re-absorb atmospheric CO2.

These habitats are being destroyed or degraded at an unprecedented rate, releasing stored carbon into the atmosphere and contributing to between 10 and 20% of global greenhouse gas emissions.

Why is this important?

Taking positive action and choosing Carbon Balanced Paper helps combat global warming and achieve your corporate social responsibility goals.

Businesses, governments and the public sector, along with consumers, employees and stakeholders are increasingly focused on reducing their environmental impacts.

Carbon Balanced Paper is a simple choice that will reduce the carbon impact of your paper and printed communications, quantifying the amount of CO2e balanced and the area of high conservation value land preserved.

A proactive approach to sustainability

Providing a sustainable and environmentally sound service platform for our customers remains one of our key focusses. Green credentials that are real and accountable that can make a genuine difference and provide assurances to our clients that their data driven marketing is managed by an ecologically proactive and accredited supplier.

Please see https://carbonbalancedpaper.com/ for more details.

A proactive approach to sustainability and corporate social responsibility in conjunction with our ISO 14001 accreditation, provides complete reassurance that Romax is a leader in environmentally focussed communication services.

April 25, 2021

Membership communication on demand

The first step to a great membership scheme is a proactive and prompt welcome. This is where membership communication on demand comes to the fore.

Join today – expect pack promptly

Your new member has taken the main step and subscribed to your organisation. Fantastic News! Prompt recognition and engagement reflected in a considered and flexible ‘customer communication journey’ will not only confirm with your new member that they have made the right choice, but also acts as a key up-sell opportunity for increased engagement and spend.

Automated and secure data access

Many membership organisations find the complexity of collating data, processing and printing a welcome pack an arduous task. A necessary but time consuming process. For many the despatch of a new member pack is managed on a weekly/fortnightly or even monthly basis. Your new member may have to wait up to a month after paying their subs, before they receive their welcome pack. In a time where most things are available next day or same day, there is no longer any reason for membership packs to be batched.

Next working day pack despatch

Offering a comprehensive next day despatch, technology-based process that allows for daily member subscribers to be processed with a personalised membership welcome pack containing additional pack collateral – all on demand. No storage of stock, cards, letter heads, envelopes. Romax has innovated with a rapid membership on demand service that will only make your organisation look both proactive, efficient and engaged to your members.

We recognise that you will have peaks and troughs in your membership cycle, so we agree set pack prices based on your annual membership requirements – no penalty surcharge for sending just one pack – you pay the same rate based on your annual volume.

Virtual packs and cards – add value to membership

A tangible pack reflects positively on your organisation, it promotes value and gives your new member something in return for their membership. What else can make the difference? Progressive organisations are adapting a multi-level customer journey for their members that takes into account technology and ease of use combined with those tangible values.

A physical pack and card for life or eco card may still be included, but wouldn’t it be an added benefit to also send your member a virtual card that can be added to a mobile phone wallet for ease of access or entry, less to carry around on a day to day basis.

Technology transition period for members’ needs

Virtual e-collateral is not for everyone, we are in a transition period between those members needing the physical content for assurance, security and to demonstrate trust and perceived value, and those happy to receive only electronic collateral. Personal preference is key to retention and choice.

You can tier pack content based on membership levels and contribution levels, and this can also drive choices, but you should not overtly penalise members for wanting to receive a physical product.

Membership communication on demand

Clearly member choice can lead to complexity. For an overstretched membership and marketing team with a budget. How do you manage the link between member preferences? The cost of providing choice and the management of product whilst remaining on brand?

Communication companies that provide data driven communication that can link websites seamlessly with welcome communications using both electronic and physical. That offer a hybrid communication product that provides choice for your member. A service supplied on demand only producing output (electronic or physical) when needed is the answer.

Membership Communication On Demand Means:

  • lower costs
  • lower environmental impact
  • Increased copy content flexibility – a more personalised member experience
  • Reduction in stock and storage costs
  • Improved cash flow – you only produce the product when your member subscribes.

January 15, 2021

Romax supports MemberWise, the leading membership and association professional network

Providing full membership management services to numerous membership organisations providing across the UK provides us with the ability to manage on demand requirements for Membership Card print, welcome pack fulfilment, renewal and reminder communications and other membership engagement communications.  

Romax wanted to work with MemberWise as both organisations focus on the best interests of the membership organisations that they work for at heart.

These include helping our clients to:

  • Increase new member recruitment
  • Improve existing member retention
  • Optimise member engagement
  • Enhance member value and growth
  • Develop sustainable and long term growth

MemberWise provides practical help and support for Membership and Association Professionals (at all levels and career stages) to enable them to improve existing member retention, increase new member acquisition, enhance value and optimise member engagement/participation in order to enable sustainable long-term growth.

January 12, 2021

What makes a sustainable and environmentally sound business?

ISO14001: Environmental Accreditation

Romax retains our ISO14001 accreditation after our recent external audit in January 2021. The assessor was “impressed with how we operate and how efficient the business was”. We had no non-conformances, and we were praised on our “proactive commitment to the process“.

This accreditation remains a key indicator to our clients of our commitment to a greener future, providing reassurance that you are working with a supplier of quality that provides a sustainable service.

Carbon Balanced Printer

When you choose to use Carbon Balanced Paper, printed by a Carbon Balanced Printer, such as Romax you can be confident in the knowledge that you are choosing one of the most sustainable print solutions available.

Romax are a certified carbon balanced printer registered with the World Land Trust. Through the scheme, Romax helps to buy and secure natural rain forests and woodland to prevent deforestation.

Two sides to sustainability:

There are always two sides in a discussion around what constitutes sustainability and environmental impact for as sustainable and environmentally sound business. These views must be considered along side the impact requirements needed from the communications that we send out on behalf of customers.

Digital data driven communication and printed data driven communication both have unique benefits, but should not be used independently. When used effectively in conjunction with one another, they provide much higher engagement.

We actively promote both electronic and web based communication in hand with appropriate use of printed communication sent in the post. To provide some balance to the discussion around the use of a renewable material that is recycled, please visit https://www.twosides.info/

January 6, 2021

The value of direct mail marketing in e-commerce

The value of direct mail marketing in the digital age

The digital landscape is always crowded as businesses from all industries use it for their marketing needs. Consumers are often overwhelmed by the constant barrage of sponsored social media posts, banner ads, and email blasts. Many consumers choose to tune out these marketing messages, resulting in wasted efforts by the business or its marketing arm.

Direct mail marketing manages to circumvent this scenario by:

  • Avoiding the intense competition of digital strategies
  • Driving engagement through personalisation
  • Building more trust with its target audience, and
  • Improving website traffic through higher organic visits

Achieve these goals with your e-commerce business by using direct mail marketing tactics in your business strategy.

How to use direct mail marketing for e-commerce

Direct mail marketing is traditionally geographically locked and focused on specific demographics. But using your existing customer database from your online engagements and transactions, you can further customise the process to gain more customers and improve retention.

Identify and reward loyal customers

Check your database and identify which customers made multiple purchases. Rather than sending them promo codes through email, opt to send them personalised postcards in the mail. You can use the postcard to notify them of their reward balance and what it entitles them to on your e-commerce site.

Generate renewed interest

Review your database and identify loyal customers who haven’t placed an order or opened your email blasts in six months. Send them a special offer through the mail to generate renewed interest in your e-commerce site. Include a sneak peek of your new products or offer exclusive access to them through marketing collaterals you can include in the mail.

Get customer feedback

If you’re in the middle of brainstorming new products or improving current ones, it’s helpful to receive feedback from your target audience. Consider sending a letter or postcard inviting loyal customers to provide feedback, whether through a survey or an interview. Print a QR code or a website link on the note. Then, you can include an exclusive promo code to encourage participation.

Direct mail marketing solutions for e-commerce

Transform the way you promote and advertise your e-commerce site by taking it offline. Discover the advantages direct mail marketing can provide to your e-commerce business by partnering with the right organisation.

Romax is a leading name in marketing. We combine modern solutions with traditional strategies for a comprehensive marketing campaign. Get in touch with us today and let us help you improve your business performance.

November 30, 2020

Award winning Romax

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!

May 1, 2020

Advice sheet: do’s and don’ts to help protect you against scam or phishing emails and texts.

So if a company who specialise in Security & Risk Management can get caught out by scams or phishing, what hope do those inexperienced with technology, for example the elderly, have when faced with an email, or text message telling them to ‘click below’ before their: Service is cut off/Bank account is closed/Payment is refused………and so on…..?

As I mentioned at the beginning, many of my emails each day are scams or phishing scams, and with each passing day every aspect of them are more professional looking, more convincing, and at times I’m even cross examining and questioning genuine emails I receive. And every time I see these scam emails, I’m immediately worried and concerned for those who will be scammed, those who are scared into clicking the link, calling the number, and giving details that could rob them of everything.

Email is a critical business tool, but how good is it when used as a standalone marketing medium – particularly for new businesses attempting to cut through – when you consider the amount of emails you receive?

What can we do? There’s pretty much nothing we can do to stop these scams, but we can try to educate and help those who may not be able to tell the difference between real and scam.

When it comes to marketing your services is it well worthwhile considering all of your options on how best to get you message across and what mediums provide the most ‘trust’. An interesting article from MarketReach provides the ideal way to combine electronic marketing with other proven and often more trusted sources of information https://www.marketreach.co.uk/blog/using-mail-to-get-the-most-of-digital

I have created a file, which can be forwarded, or printed out, which has some basic information that will hopefully help people out there.


Please download or print off for someone you know who may need it.

Please let me know if you have any advice or tips which I can add to this – the more informative it is, the more it will help people protect themselves.

February 25, 2020

Saving costs while increasing engagement | SHEIN Case Study

Case study

SHEIN is an international B2C fashion e-commerce company, selling women’s wear, plus some men’s apparel, children’s clothes, accessories, shoes, bags and other fashion items.

They have a predominantly young, female audience and use a combination of online marketing and direct mail. Compliance requires that, before any data is used, a detailed cleansing process takes place.

With a large customer base of students and transient workers who move home more frequently, their data needs constant monitoring and updating to be relevant and accurate.

With tens of thousands of catalogues being printed and posted, the accuracy of data means fewer incorrect deliveries and fewer need to be printed.

Results!

On average approximately 6%-10% of the data requires updating – this is in line with the UK market – particularly for the more transient younger market that SHEIN attracts.

Each mailing cleansed removes 6000-8000 records per 100,000 mailed, saving paper as well as costs.

On average the cost-saving is approximately 32p per cleansed record.

What SHEIN told us:

Since we used Data Audit, we have been able to detect the customer’s correct address, reducing the number of incorrect deliveries and shortening the time for express delivery. This helps our customers enjoy better service. 

There was a customer who entered the zip code incorrectly. After the Data Audit, we corrected the customer’s recipient address so that she received the package smoothly.

Get a free data audit, contact us today at hello@romax.co.uk or call 020 8293 8550

January 29, 2020

Making the complex simple

Case study

Metfriendly provide financial products and services to the police service. One of their challenges was to process complicated financial information into statements for members. Given the variety of member services, variable documents that needed to be included and the need for security of information, this had been done manually in-house.

Romax tackled the problem with extensive knowledge of data-driven personalised print, mail fulfilment and postage discounts. We then put our technical team on the case and they created a program that allowed a variable statement print run.

With sophisticated software and state-of-the-art print and enclosing equipment, each pack had a specific barcode to tell the machines which statement sheets and additional documents needed to be enclosed.

In addition to this a lower cost postage service, combined with tracking to confirm delivery was used. Postage costs were reduced while efficiency went up.

Results!

Metfriendly’s members get exactly what they need – whether that’s 4 pages or 13 pages.

Metfriendly pay virtually half of what they used to in postage.

Members receive relevant information on associated products and services that result in additional sales. So instead of being a cost, this mailout actually generates revenue.

What did Metfriendly think?

“With hindsight it seems rather silly that we persevered for so many years folding, stuffing and posting these statements ourselves!” David Hurcomb, IT Manager

“Just wanted to add my thanks.” Ben Grainger – COO

January 21, 2020

Saving the planet

Recycling strategies

Apart from the glass, metal and plastic which our local council takes away to recycle, our paper recycling is sorted:

  • Our contractor takes away our paper and cardboard to recycle. 
  • All our paperwork that contains sensitive data as secured waste is taken for offsite shredding and is then recycled.
  • In addition, all the waste from our printers – including cartridges, parts, spares – are recycled by Xerox.

If it can be recycled, it is!

In addition, all the paper we use both in-house and for clients is sustainably sourced, without compromising on quality.

Saving energy

With limited world supplies of fossil fuels, we have ensured every member of our team is conscious of the energy we use. Although we need to use energy to run our machines, if you visit our premises, you’ll see people turning lights off as they leave a room and checking the heating isn’t on when it doesn’t need to be.  We don’t need to work in a hothouse!

When we leave at the end of the day all the computers are turned off and the production machines and printers are all shut down for the night. 

Reducing our carbon footprint

We’re big fans of using local suppliers, not just to support our nearby community but because it reduces lorries travelling any further than they need to.  At least a third of our team walk or cycle to work and we are more likely to jump on public transport to get to meetings instead of taking a car.

When your company’s environmental policy includes using environmentally conscious suppliers, we can tick that box – not just with words, but with actions too.

December 17, 2019

Make your customers feel unique with personalised handwritten notes

Keeping customer loyalty

Handwritten marketing has been proven to be more effective than both email and traditional direct mail marketing time and time again. People want to feel connected to the companies with which they do business, and particularly those that subscribe to a membership should feel like they are getting something in return for their loyalty. So why is it that so few businesses bother to go the extra mile for their customers? Therefore, a physical, personalised handwritten letter can make a world of difference. Those who have used handwritten messages in the past have seen massive boosts in their engagement rates. Developing meaningful relationships with your clients through regular handwritten correspondence can help nurture long-term customer loyalty.

Cost-effective handwritten communication

With seamless integrations, we can fully automate the process of writing and delivering handwritten notes, making it as easy as sending an email but with all the benefits of the personal touch. Using AI technology allows us to provide you with the most cost-effective option on the market. There are plenty of handwriting styles to choose from, or if you want to make your notes extra personal, you can even have them learn your own handwriting! Imagine that: hundreds of birthday cards written by your company’s CEO, without them having to put in those valuable hours!

Give your customers a little extra

We believe your customers deserve that little something extra. Make them feel special by sending anything from heartfelt thank you letters, to personal offers showcasing your latest customer recommendation. If you want to increase your lead generation, boost customer engagement levels, or simply reward your customers for sticking by you, then try sending custom handwritten notes with us.

Our team is highly knowledgeable in data-driven customer communications. In fact, we have been building strong connections for our clients since 1997. Contact us today on hello@romax.co.uk or 020 8293 8550 to get assistance with handwritten or any other types of customer communications.

October 29, 2019

Welcome to the future of managed communications

Multi-platform communication solutions

Our multi-platform communication solutions are now servicing multi-national insurance companies, such as Generali Insurance, and world-leading automotive manufacturers including Mercedes Benz. Moreover, we innovate and improve to stay ahead of the game and make sure that our clients receive the best available service in the market.

Technology changes fast, so we are leading membership communication management with innovative and environmentally sound ways to reduce unsustainable communications and replace them with alternatives that do impact with the recipient but impact less on the environment.

New Partners – Systematic Marketing – Bespoke Software Development

Besides, we are very happy to announce that in April this year, Romax acquired 50% of Systematic Marketing. (SMXI). A software development company that specialises in high-end CRM and CMS solutions both for the commercial and non-profit sectors. Clients range across the charity sector to FTSE100 companies.

For an overview please visit www.smxi.com/Our-Clients

Indeed, with the SMXI team integrated now into the wider business, we now produce bespoke software solutions that incorporate your data, communication and marketing plans taking a holistic, single customer view approach. A seamless product and service.

We’re also pleased that our cutting-edge technology partnerships, that allows us to produce brilliant hand-written communications or whose amazing 3D lenticular images that provide unique and innovative yet cost-effective ways of creating an impact in your communication are being used with fantastic ROI results for customers.

Moreover, we’re able to target your campaigns and communications with laser-like precision, delivering exactly the right message to the right people at the right time using the right platform.

Effective and joined-up communications

We will continue to add additional value to your communications. Plus, we’ll also help you use data more intelligently, producing more effective, joined-up customer communications. Unquestionably, with our help you’ll make the most of your customer communications, maximising efficiencies to build trusted relationships that last.

We have a wealth of experience and knowledge, and we want to share it with you. 

Finally, get in touch now to find out more about how we can help your business grow by getting the most out of your customer communications and marketing campaigns.  

Email us at hello@romax.co.uk or call 020 8293 8550.

July 16, 2019

The Snowdonia Challenge – Raising money for Porchlight

Romax employee Malcolm who participated in the Snowdonia Challenge shared with us what it was like. 

“Walking 100kms – over 3 days – it can’t be that difficult, it’s just walking after all?”

This was the response talking to some of my friends before, and after completing the 100kms in 3days Snowdonia Challenge.

They couldn’t be any further from the truth, I ran the London Marathon two years ago, and The Snowdonia Challenge easily left my body more destroyed than the marathon.

All smiles before the enormity of the challenge set in!

First day – 38 km

The first day was a 38 km walk taking Team Romax from Betws-y-Coed through the Gwydyr Forest to Llyn Elsi, Dolwyddelan and Capel Curig, with a total ascent of 1549 metres. Hands-down, hiking is one of the best ways to enjoy life – it’s awesome exercise, allows you to unplug, the scenery is unbeatable and, most of all, it gets you outside. Nothing beats a dirt-trodden trail surrounded by trees, mountains, wildflowers, rocks and all the stunning views your senses can handle.

Romax’s Hiep is wondering what he has let himself in for!

The first 2kms was a very rude awakening up steep forest hillside and continuing to rise and fall throughout the day. When you start on the first day, you think to yourself “ah well, at least after the steep hill there will be the walk down afterwards”. But by the second day, I can honestly say walking downhill was far more painful than walking uphill! It might seem like I’m not making sense, but the primary reason your knees hurt when hiking downhill is that they’re under significantly more stress than when heading uphill or on flat ground. As you descend one leg at a time, the leading knee is obliged to absorb the impact of not only your body weight but also the added forces of going downhill and the weight of whatever you’re packing!

Second day – 33 km

Our second day was a 33 km walk through the Ogwen Valley, enjoying some of the best Mountain Views in Snowdonia. Whilst this was probably the ‘easiest’ day out of the 3, with a lot fewer ascents and descents than Days 1 and 3, there were a lot of people walking around like characters from The Walking Dead that evening, all eagerly looking forward to day 3…!!!

Stunning views along the way.

Third day – 29 km

Our third and final day was a 29km walk through Gwydyr Forest and around 3 of Snowdonia’s beautiful hidden lakes. Geirionydd, Crafnant &Llyn y Parc. By now some of Team Romax were really suffering, as mentioned before, with walking downhill! It got so bad that different far fetched measures were used to make our descents – methods included: Jogging, walking backwards, skipping and even jogging left to right across the path! All aimed at taking the pressure off our completely shattered legs!!! And me, personally, chose to make things a little more difficult by getting lost just 5kms from home! I had missed an arrow and after a while came face to face with a sheer drop cliff… at this point I realised I was lost and had to backtrack, very carefully, to find the arrow I had missed!

But then eventually the finish line was in sight, we had done it, and the feeling of achievement was immense, with a medal and well-earned massage waiting for Team Romax as we crossed the line!

Robin and Margaret proudly show off their medals!

I personally would recommend this challenge to anyone who wants to know what it’s like to truly push yourself,

to find out how to push through pain barriers, to combat fatigue and feel massively rewarded afterwards.

Romax raised over £3500!

This challenge was also extra rewarding for us at Romax because we managed to raise over £3500 for Porchlight, a Homelessness charity working in Kent and the south-east. Fortunately, most of us will never know how it feels to be homeless, to have to sleep rough, to never know where your next meal is going to come from, to wear the same clothes you have worn for who knows how long. And that is just the tip of the iceberg.

Rough sleeping takes away hope and destroys lives. No-one should have to experience it yet, shockingly, rough sleeping in England has risen by 169% in the last seven years.

So no matter how difficult the staff at Romax found this challenge, it pales into insignificance compared to being homeless.

We would like to give a massive thanks to the generosity of those who sponsored us at Romax.

May 24, 2019

Lenticular printing – a new marketing dimension!

Effects range across:

  • 3D depth (without glasses)
  • FLIP – 2 or 3 different images overlaid on each other where slight left to right movement changes the image
  • Animation – Converting frames from a video clip and creating moving print

Lenticular printing is the only specialism in the world that involves printing on to a transparent clear plastic with an array of optical lens ribs across the surface. Then images are printed on the back of the film, and when viewed through the optical lens on the front, they create the moving image.

Working exclusively with this innovative material and our print partner, Romax can now deliver print solutions that enable you to promote your products and services using a more visually impactful and engaging way, that standard flat 2D printing just cannot.

Furthermore, complex software and pre-press digital artwork preparation historically made access to this print costly. Our partner, Lentico, has changed this by pioneering an image conversion portal that streamlines the process for a modern market.

Now… the ‘sciency’ bit… for those that like it technical

3D Printing

Three-dimensional vision is achieved by merging the image data from the left and right eyes within the brain. Such a phenomenon is called parallax. It shows the apparent placement of an object relative to its background when viewed from slightly different positions.

Moreover, the web-based conversion process creates a stereoscopic effect by converting standard 2D imagery into a multi-layer 3D file. Then, the software automatically fills in by interpolating the pixels between the layers. When printed on to the reverse side of a lenticular sheet, each lenticule creates a stereo pair, thus allowing the viewer to perceive a 3D depth effect from different angles without the need to wear special glasses.

2D to 3D Conversion – A process whereby multiple layers of different elements are interlaced together to create the illusion of three dimensions. Furthermore, an innovation that Lentico are proud of is the unique lenticular print portal. It has taken four years of R&D to pioneer image conversion technology designed to make lenticular printing more cost-effective for customers who want to use the unique effects that lenticular offers in their printed promotional materials.

Flip Printing

A lenticular effect that in its simplest form contains two images and shows them one at a time to the viewer as his/her viewing angle to the lens sheets changes. The software automatically interlaces 50% of each image behind a lenticle. And with a slight movement of the head to the left, one full image comes into view and then to the right. Then, the second image comes into view.

However, the creative potential of this product is enormous, offering you the opportunity to use extreme contrasts of the image to project your promotional message visually.

Examples such as: classic/modern; young/old; plain/colourful; past/future are just a few ways to use the power of FLIP printing.

We can combine lenticular print with personalised communication so your data can drive the message behind the image!

Moreover, if you are interested in lenticular printing, please contact us to discuss it further hello@romax.co.uk or 020 8293 8550.

May 9, 2019

Profit from the power of handwritten notes

Personalised notes penned by robots

Although it might seem antiquated in our digital age, handwritten notes still convey esteem and promise attention in a very powerful way. This is a very important aspect if you want to make your message stand out from the crowd and grab a piece of the very limited and exclusive “attention budget” of your audience.

Handwriting your own notes is always the best option, but not everyone has the time! This is where Romax working as Pensaki’s UK partner becomes your best alternative to self-written messages that stand out amongst all that digital noise.

Handwritten notes create massive impact

Since 2014, Pensaki (Japanese for fountain pen nib), has created thousands of personal notes penned by friendly robots. Sending 500 or 50, 000 authentic looking handwritten postcards effortlessly.

Humans and machines work together in perfect harmony, with a special focus on data quality before creating and sending the handwritten messages. Customers can either select one of the standard handwriting styles or use their own personal handwriting! All messages are written with a fountain pen or ball pen based on your preference. We can extensively personalise all communications with unique messages, not just the salutation.

Meaningful personalisation can be challenging, but in the right hands can be hugely impactful. Understanding how to leverage personalised communication to create marketing pieces that forge memorable and meaningful connections between the brand and the customer is mission critical. The recipient appreciates the creativity and the time invested by the sender. For a message to be perceived as meaningful, it must convey a corresponding quality or value; and what could be possibly more valuable than a personal “handwritten” message?

Experience very high ROI

This thoughtful approach to communication delivers astonishing business results, both in the B2B lead generation or B2C customer retention context. e-Commerce companies, in particular, appreciate the importance of influencing the psychological power of handwritten messages to create an emotional connection with their customers. The business case for handwritten messages is very strong. Sending handwritten thank-you messages can even reduce return rates by 33% or help companies in the context of win-back strategies with companies achieving 9-12% win-backs.

Few areas have experienced changes as rapidly as those driven by digitalisation. A study by Adobe found that marketing has changed more in the past 2 years than in the past 50.

Recently, thought leaders in marketing have come to understand the limitations of digital marketing. They understand that a smart combination of online and offline marketing delivers substantially better business results. They are investing heavily in their omnichannel strategies to create a meaningful customer journey that provides user choice!

In the B2B lead generation context customers using penned communications achieve response rates of 10 to 40 per cent. Recipients recall personal writing months later.

For more information please contact us at hello@romax.co.uk or 020 8293 8550.

March 27, 2019

6 brave employees help raise over £700

Chenyse Taylor, Nick Kenyon-Muir, Charlene Plows, Carol Critchell, Elisa David and Alina Agarkova all gave something up between 4th February and 29th March. Our team gave up home comforts including: hot dinners, hot drinks, hot showers, warm beds, sweets, chocolates, crisps and fizzy drinks. Elisa took it to the next level and gave up EVERYTHING on the list.

It is hard to appreciate what homeless people go through every single day – this goes some way to help understand and highlight the issue.

Sadly, the number of homeless is increasing. Last year, Porchlight found 834 people sleeping rough… five years ago that figure was just 148. We want to help Porchlight to be there for everyone that needs support.

We managed to raise £350. To support team members, Romax also topped up £10 for each forfeited comfort per participant; that’s 35 so £350 making the total raised so far over £700.

Thank you to all our supporters and generous donors. We are glad that we can help Porchlight with their work helping the most vulnerable people in our community. The campaign “One Week Without” may be over, but our fundraising is not. We “dream big” and over the year are aiming to raise £5000 for Porchlight.

If you would like to help please visit: https://uk.virginmoneygiving.com/Team/Romax

October 30, 2018

Top 5 best print ads case studies

1. Take a ‘text drive’

Before launching a new car, Kia created a fantastic interactive promo pack with a range of engaging print effects. It was sent to 100 automotive journalists to grab their attention to the new Stinger model. Kia’s goal was to make this model feel very special, and they succeed.

The pack featured eight chapters to match the car eight-speed automatic transmission. The first page gives readers a special sticker that when peeled back revealed the image of the car. It invites readers to ‘spin doughnuts’ with their finger and after tracing a circle on the page then folds out to reveal tyre marks in a microfiber cloth underneath. And then the page smells of burnt rubber – the “scent of passion” makers say. More about KIA’s innovative advertising.

Text Drive KIA

2. Check your head

Shampoo brand Head & Shoulders created a recent interactive ad in the magazine. They invited the readers to test their head for dandruff, by merely scratching their head over the page. Since one of the sides of the ad is entirely black, it will highlight for those with the dry scalp any flecks of dandruff that falls from their head. Such action will push readers to consider using the anti-dandruff shampoo. Ingeniously simple, it proves that print’s low-tech approach can often be the most effective. 

3. The washable book

Infectious diseases transmitted via hand are still significant issues in developing countries. More than 6,000 children lose their lives every day over this problem. Japanese company ANGFA created an interactive print ad where kids would need to use the block of soap, this way they decided to educate young people to use it. The company created a technology where colourful print would appear after it is washed with the soap. As a result, Washable Book was created. This campaign was very successful and boosted soap sales for the company by 1,730%.

4. The ad that sends you to sleep

When it comes to innovations in print IKEA is not a stranger. Their goal was to promote the range of beds, and they came up with the idea of creating a print ad that puts readers to sleep. They used several techniques in their ad that helped to nod off. Firstly it’s printed with lavender ink, a scent known to make people feel relaxed and improve sleep quality. Then, by plugging the ad into the USB charger it becomes a white noise speaker, helping to keep the noise down and aiding sleep. Even the visual of the ad was created to relax the reader by drawing them into a circular pattern. More information about IKEA’s campaign. 

5. The print that saves lives

Proving that door drop mail is as effective as any other form of marketing when it comes to public service. Grey Group Poland took a simple piece of paper and turned it into a print ad that reached over 40 million people, potentially saving thousands of lives. Such ad was created to prevent deaths from carbon monoxide poisoning, and it instructed the recipient to hold the page of ad up to the home intake vent. If it stuck to the vent, then the house had a good air circulation. But if it didn’t, it indicated that the vent might be clogged, posing a significant threat of carbon monoxide poisoning. The campaign was so successful that there are plans to roll out to other countries. More information about Grey Group Poland campaign.

If you have in mind another great idea that can help you to increase your sales or, like in these examples, save lives we are always here to help you. Please contact us by e-mail at hello@romax.co.uk or give us a call 020 8293 8550 and we will create it together.

June 26, 2018

Direct mail elements that you should test and optimise – part 2/2

Written by Nilda Cerna, Marketing Manager Romax Marketing & Distribution.

This is part two of two series on the topic of A/B testing for Direct Mail.  Part One Covered: 10 Guidelines for Direct Mail A/B Test.

First, you must set the goals for your direct mail campaign, what is its purpose? Lead generation or acquisition, retention of current customer or reactivation of lapsed customers? Secondly, you must decide what variable or metric you want to test in your campaign. Finally, you should test only one variable at a time.

What elements should you test for to constantly improve and ultimately achieve your direct marketing campaign goals?

1. Offers

You should test what types of offers convert better on Direct Mail for your business.

Some examples of offers to test and optimise with Direct Mail are:

  • Discount codes and coupons, or FREE Delivery
  • Sale Promotions
  • FREE Attendance at a webinar or live event
  • Requests for an online demonstration, enquiry, catalogue
  • Download an eBook on your website
  • Subscription to your newsletter
  • Join a loyalty programme.

Check out the Fantastic Service case study 350% ROI.

2. Copy

Your copy is critical. The Same offer portrayed in a different style can make a BIG difference. Consider a mixture of the following. Read it, Filter it and have somebody that does NOT work in your industry read it. Do they understand your message or offer are they tempted?

  • Headlines
  • Short/long paragraph
  • Adding a testimonial
  • Personalised message
  • Repeated messages
  • Targeted image
  • The tone of your conversation (informal, formal, funny, etc)
  • Bullet points

You can play with the same message, offer, copy and call-to-action but only change the format. The format can be either on how is structured your message, such as paragraph, newsletter formal or dedicated send, or in the piece of direct mail format itself.   For example, you can set a standard image in the version A, and a personalised image in the version B.

3. Finishing

  1. You can add visually enhancing finishing processes to your printed communication that can help to present your brand with more sophistication or just to make a particular message stand out. Techniques include: gloss lamination, or spot lamination, embossing and foiling. Next time that you send a postcard test half with gloss lamination and half with matt lamination.

4. Layout

  1. You can experiment with different images and positioning of your calls-to-action then measure your responses and conversions to determine which layout is most effective. This is a very interesting test because changing layout can promote your message and increase your campaign ROI.

5. Timing

  1. A direct mail campaign must be programmed in advance, so you need to plan when you are expecting your piece to land. You want to see how your customers react to the timing of your campaign. Deliver one group of your direct mail shot early in the week and the other group later in the same week, what difference does this make to responses.

6. Sender

  1. Who the mailpiece is sent FROM matters. Consider how different data subjects are likely to respond to a letter from the CEO or their individual account manager instead of a generic “Company Name”. You can experiment signing your direct mail (if applicable) from a Brand Ambassador if you have one. Avoid using Marketing Manager, as this reminds the recipient that you are marketing to them!

7. Envelopes

  1. The outer envelope is the first impression the first brand impact that your Direct Mail supplies when it hits the door matt. If you want to grab the attention of your addressee, you must be creative on your envelopes to stand out from the crowd. Your envelope must be aligned with your offer or content. Next time, why not experiment using a version with a designed and variable outer envelope? A strapline on the envelope? A personalised message? Start the conversation immediately.

8. Target group

  1. Who should receive your direct mail? Everyone on your list or a particular audience finding that campaigns’ content valuable? Segmentation helps you get high response rates because your recipients will find the messages particularly valuable.

9. Cross-media

  1. Direct Mail stands out by itself, according to “Direct Mail an opportunity to Grow” study by Xerox, an individual in the US receives less than 16 printed marketing communication pieces per week, this is much less in the UK. See how direct mail carefully managed in conjunction with your online communication can increase your conversion rates.

10. Call-to-action (CTA)

A CTA is essential for conversion. Test multiple CTA variants to find out which one performs best. In Direct Mail communication you need to be more explicit than with digital, because recipients can’t click on a CTA in DM so must be driven to seek you out, but once they do they are more likely to purchase as a result, less so with Digital as they are more easily side-tracked. You must give clear instructions on how your audience can contact you and redeem the offer.

The elements that you can optimise on a call-to-action are:

  • CTA Placement. Position them in different parts of your printed communication.  Right v/s left side, top v/s button, have you tried a CTR in the middle?
  • CTA Size and Graphic. The Direct Mail CTA isn’t necessarily a standard box with a “Visit our Website” or “User Code” you can play with a different size which you can include images or more text to stand out with the rest of the paragraph. You can test two sizes, with and without an image. Bigger CTA’s will help draw attention, but if its’ too big, it can also overpower your content and decrease your conversion rates.
  • CTA Colour. What’s the ideal colour for Direct Mail Call-to-Actions? The goal of a CTA is to stand out and draw your user’s eyes, so they take your desired action. Using a contrasting colour from the rest of your page will help.  Use colours that stand out and also make sense for your brand and rest of your digital communication.
  • CTA Copy. The copy of your Direct Mail CTA must be very effective aligned with the rest of your content. You need to provide more information to help your customer to take action, you need to work out which one works best with your audience.
  • REPEAT your CTA. We all need multiple stimuli before responding and pick up on offers at different areas of the mail piece dependent on our reading habits.

Conclusion

Conducting regular A/B test helps to understand how your particular audience reacts to your printed communication. Your copy, graphics, layout and CTAs. A good practice is measuring your DM communication separately from your digital efforts.  In our 3 ways to measure your direct marketing campaign blog post, we recommend creating offers that you track via direct mail, or create a specific landing page for solely for your DM.

Ask our Client Service team for information on how we can help you implement your next direct marketing campaign.

Reference: It’s all about Mail and Email, Royal Mail MarketReach, 2014. A/B testing by HubSpot, 45 Facts about Direct Mail.

Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank CentreDKMSand PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, 020 8293 8550.

June 12, 2018

10 guidelines for direct mail A/B Testing – part 1/2

This is the first of a two-part series on the topic of A/B testing for Direct Mail.
Part 2 Covers: Direct Mail elements that you should test and optimise.

The long-term benefits of continuous A/B testing in continuous improvement. A few small tweaks to artwork, mail format or a call to action can significantly improve the response rate and campaign ROI. An A/B test should be based on testing one variable at a time, such as an image (woman v/s man,) colour, or call-to-action. If you have enough data files, you can implement a multi-variable test.

HINT: A test that does not provide the initial desired results is not a failure, it is the first stage of an improvement process. Better to get less than expected results on a test rather than going full throttle on a campaign!

Whether you are testing one or multi-variables, you must prioritise the test variables to maximise the results. The Kissmetrics and HubSpot eBook “An introduction to using A/B testing for Marketing Optimization” details 10 Guidelines for Effective A/B Testing, that we have adapted for Direct Marketing Communication:

1. One test at a time

You cannot test an offer to a new audience, at the same time test a new print format and alter the usual landing day for your Direct Mail communication. Then sensibly measure the impact that each had on the success or failure of the campaign. How do you know which change most influenced the response? If you test one change at a time, you’ll have better metrics to draw conclusions from to adapt future campaigns.

2. One variable at a time

Only change one element of your direct mail communication to test its impact. For example, change the image only, not the image and the copy.

3. Test minor changes, too

It’s worth remembering that small changes can have a big impact on your response rate. Switching the colour of your call-to-action or a slight copy amend can improve performance.

4. Test the print format

Changing the format of your mailing without altering the copy or offer can both increase return and reduce cost. Remember, this is a test so a straight 50:50 split across is wise. Your print provider will be willing to help with various formats as part of an ongoing strategy to help your DM be a success.

5. Measurement

Direct Mail is part of your whole marketing mix, so, you must consider how you are to measure your DM brings, what will be seen as a successful campaign? Website traffic, click through rate, sales conversion rate, lead? Are those leads responding to mail producing a higher conversion rate than those sent just email communication?

6. Set up controls

In any experiment, you must have the original version (Control) and create an alternative (Test). You compare results from the Test against the Control to see if the test produced comparably better or worse results. When setting up the test and control, all parameters including data segmentation should be the same EXCEPT for the one parameter that you are testing for.

7. How do you decide what to test?

List a series of key metrics that you want to test. How could they impact your marketing and business goals? How difficult is it to implement?

HINT: When starting out- start simple. Simple adjustments are often the best and easiest to make, and can produce improved results without large cost.

8. Split your sample group randomly

You need to test audience that is equal. Testing one variable on Millennials and Baby Boomers at the same time isn’t a good idea.  Because may cause large differences in response rates. At least that you want to compare the performance of the same message/artwork, so you get clean results based on their profile and nothing else.

9. Conduct tests simultaneously

When comparing your test campaigns against a control campaign, you must run the tests at the same time. External economic or environmental influences can affect campaigns so the door-drop day must be at the same time.

HINT: Have you tried varying the ‘door-drop’ day of your campaign without altering other parameters to see if this makes a difference?

10. Decide on your significant success parameters (targets)

Which version will it be the winner? Before you begin your test, think about how significant your results should be before you to decide that changes should be made to your Direct Mail Communication. Set the statistical significance goal for your tests. e.g. what results above normal, would drive change.

Conclusion

Testing and optimising your Direct Mail is essential to the continuous improvement of your marketing ROI. It will only give you statistically reliable results if you follow strict controls during testing. At Romax, we help our clients to plan their direct marketing communications and readily implement A/B testing. Ask our Client Service team for advice about how you can implement testing in your next Direct Marketing campaign.

Resource: 3betmedia, Kissmetrics, HubSpot An introduction to using A/B testing for Marketing Optimization,

Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank CentreDKMSand PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550.