Member Loyalty: 4 Management Tips to Keep Your Members Engaged in 2021
Member loyalty is key to membership retention. Acquiring new members is one thing, but keeping them is an entirely different challenge. Your efforts to woo people shouldn’t stop once they join your organization. Otherwise, you risk losing them.
Member engagement is crucial to boosting their loyalty. According to the 2020 Membership Marketing Benchmarking Report, 43 per cent of organizations believe that lack of engagement is the number one reason members don’t renew membership.
Through meaningful engagement and the right management strategies, your members can build a deeper connection with your organization, boosting your retention rate. Romax shares four management tips to keep your members engaged and loyal.
1. Simplify your renewal process
Forgetting to renew is one reason behind low membership renewal rates. You can remedy this by simplifying your renewal process through digitization.
Membership management services often include software implementation. The online platform allows new and existing members to join or renew within a few minutes. They can also update their profiles, access financial reports and membership summaries and make payments through the website.
Some membership management software also has auto-renewal features allowing direct debit and recurring card payments. These options appeal to long-time members who don’t want to go through the renewal process multiple times.
2. Create a membership engagement plan
You need to have different strategies for your members, depending on their current level of engagement with your organization. Your membership engagement plan, therefore, should have three segments: fully engaged, mildly engaged and somewhat or not engaged.
Fully engaged members are considered low-risk since they have higher chances of renewing. Focus most of your engagement tactics on the other two segments.
Engagement strategies range from educational webinars, networking events, mentorship programs, downloadable content and simple email newsletters. Make sure you choose an engagement method that communicates clearly the unique selling proposition of your organization.
3. Find out why past members left
You can’t always stop members from leaving. The best thing you can do in this situation is to find out why they want to leave. Barring personal circumstances, their reason for leaving can identify weaknesses in your membership management approach or engagement programs.
Knowing why members leave provides insights that will help you improve member retention, especially if you notice any trends in their feedback. Plus, you can use this information to entice old members to come back. If you manage to resolve whatever factor they found unsatisfying, you may communicate the improvements you’ve made to make their membership more worthwhile.
4. Make your website a useful resource
Finally, your members-only website is where you can provide the most value for your users. Create a variety of exclusive, high-quality content, from industry reports and webinars to testimonials and member stories. Write about relevant, rising trends so your members can keep a pulse on the happenings in your industry.
If you have a separate customer relationship management (CRM) system, integrate it into your website. This strategy helps you promote tailored content to each of your members while improving your data collection.
Enhancing member retention and engagement may seem like a challenge, but it’s attainable with the appropriate strategies and tools. If you need expert membership management support, Romax is here to assist you. We offer membership management services, helping you take care of your members by providing them with timely communication materials. With our services, you can improve your brand recognition, renewal rate and member loyalty.
Connect with us today to learn more about our membership management services.
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.
The Value of Direct Mail Marketing in the Digital Marketing Age
How to Leverage Direct Mail in the Digital Marketing Age
Print is still highly effective in today’s digital marketing world. Romax explains how you can use your direct mail campaign to improve your business performance.
Marketing is constantly changing, especially in today’s digital marketing environment. The availability and accessibility of digital marketing solutions have made it a popular choice among businesses. But the convenience it offers has its drawbacks. Recently, it has become harder for businesses to make an impression in the digital space. With most businesses conducting their marketing efforts online, standing out has become tougher.
Fortunately, there is a way to improve your reach without abandoning your digital marketing campaign. Experienced markets have found that traditional marketing practices are still effective. When done properly, you can utilise these practices to bolster your efforts online. Direct mail marketing is one of the ways to do this.
The Advantage of Print
When online ads and other digital marketing collaterals are well-made and optimised to reach the right audience, they generate leads and increase conversions. But this isn’t always guaranteed, especially since the average consumer is exposed to thousands of ads every day. Print materials have the advantage of familiarity and physicality.
Print takes less cognitive effort to digest. It’s easier for customers to process the information on direct mail than the content presented in digital formats.
Print is more memorable for customers. The tactile sensation of holding mail allows customers to absorb information and remember it better.
Print lasts longer than other collaterals. Brochures, flyers, leaflets and other print media are often kept around the house, allowing the consumer to refer to them whenever they need to.
A direct mail service is an advantageous solution to improving your marketing campaign. Using the information you gather through your digital platforms, you can develop mail strategies that reach the right people.
Make an Impression with Print
Make the most out of your direct mail marketing campaign by understanding the different ways to use it. Customise your mail, so they can effectively make an impression on the people in your mailing list.
Discounts and Promos
Reward customers who signed up or your mailing list with exclusive discounts and promos. Then, use this to measure the effectiveness of your direct mail campaign. Compare the number of customers who redeemed their direct mail discounts with those from your digital campaign.
There is no guarantee that customers will purchase new products, regardless of how long they’ve been with your business. By sending samples through the mail, they can try out these items for free and decide if they want to buy it.
Announcements and Reminders
Send customers newsletters to deliver company announcements. Include reminders on upcoming events, special promos and discounts and other relevant information to keep them in the loop. This will keep you top-of-mind and it gives them a tangible source of information about your business.
Transform the way you market your business by combining digital solutions with traditional practices. Romax is a leading name in marketing and distribution. We understand the challenges businesses face in these fast-changing times. Using our industry expertise, best practices and innovative technology, we provide customised solutions to help you reach your audience.
How to plan ahead and make the most of the Christmas 2020 festive season affected by the Corona virus.
Christmas 2020 Shopping and Delivery
Without a doubt there will be a massive increase in online shopping and home deliveries for Christmas this year. Will you still wrap your own present and send it or will you opt for the less personal – but let’s face it easier – direct delivery from the retailer?
Although many retailers provide ‘gift messaging ‘ and gift wrap, they are mostly not handwritten – being printed as part of the delivery label, so they just don’t have the impact ofhandwritten messages.
Last Posting Date for Christmas 2020
This year may be the year that you actually increase the number of Christmas Cards you send to your friends, family and customers to make up for not seeing them in person, adding a few extra lines of news will add a warm touch to the card, so write a few a time to keep the writing fresh. The problem is when should you send them? The last posting dates for Christmas 2020 will most likely be brought forward so all those ‘last minuters’ (you know who you are) would be better-off posting a little earlier this year!
Self-Isolating Santa – Does he have a contingency plan for Christmas delivery?
Santa may be delayed as he passes international borders having to self-isolate for 14 days, we have it on great authority however, that he has a contingency plan to ensure that presents will arrive in time for Christmas morning with Lapland allegedly having a specially negotiated air corridor to allow for reindeer drawn sleighs!!
Virtual Work Christmas Party
You may argue that this reduces the risk of embarrassment, for a sackable offence after you tell your boss how you really feel or the potential over use of the photocopier, but as many people have not been in the same room as their colleagues for months, this will be a ‘strange’ affair. Social Butterflies will have to find a new platform and you wall-flowers can relax and take a year off!
In the main most pantos are cancelled – Oh yes they are. This is not only very sad, but for theatres across the UK this will have massive negative impact as Panto season brings in the largest revenue across the year. Spare a thought for the arts and SUPPORT your local theatre.
Christmas – Let’s allow screens at dinner just this once?
As we all wait for what will be as always, a heart-warming but clearly covid influenced Queen’s Speech this year, you might want to plan how you can have the whole family together for your Christmas dinner when potentially only 6 of you will be able to meet.
Perhaps a scheduled ‘TEAMS’ lunch – In many cultures it is expected to set an extra seat at the table, perhaps this year we can use this spare seat for your laptop/tablet and have a shared simultaneous celebration with your remote relations.
At least this way you avoid the need to cook for many, and avoid the need to compensate for everyone’s individual dietary needs! We just need to work out how to pull a virtual cracker. The jokes might actually be better?? At least if your internet has lag, then you can blame it for a delayed guffaw!!
Board Games – Socially Distanced!
I doubt if anyone will release a new game in time for Christmas called ‘The Covid Bubble’. Going back 5 spaces and self-isolating for 14 days, is a bit like being sent to Jail in Monopoly. Will this game allow you to pay £50 or provide a “Covid Free” test result as the alternative to a get out of Jail free card? Take a ‘chance’ and get sent to Coventry (the city not the street) for your nearest test centre!
There will be less ‘charity bucket shakers’ on the high street, and unless your local carol singers are 4 part harmony quartet, “We wish you a merry Christmas and a happy new year”, will not resonate around shopping centres this year. Charitable donations are set to reduce this year and the forecast for good causes is rather bleak. Do something proactive and actively seek out a local charity to make an online donation. The charity will benefit more this way than receiving change in a bucket as giftaid can be claimed and your chosen charity will receive an additional 25% giftaid contribution benefit as a result.
How will your organisation demonstrate your appreciation and thanks to your customers this year?
Meeting up is unlikely and unless you have their home address sending a bottle of wine is not feasible. Delivery to the office is only going to be welcomed by the security guard – most gratefully!
Romax this year will not be organising corporate gifts or sending cards to empty offices. Instead we will be making a donation charity. As the recession starts to hit harder there will be increased good causes and we will let you know in later communications who we will support this year.
Happy New Year!
As we enter 2021 with or without a Brexit deal, amidst the clouds of the Covid epidemic, the best new year’s resolution will be to secure a working vaccine so that we can start to emerge into what we all hope will be a prosperous new year. We can take many positives from 2020, what was in many ways an eye opening and pivotal year, a year of sadness but a year of great resilience and innovation too. So, let’s hope for a silver lining and a bright start to 2021 against the backdrop of a rather gloomy 2020.
September 15, 2020
Do you have a Brand Champion?
What is a brand champion? Larger organisations often have one – and it is an important role that has the responsibility for promoting and protecting your organisation’s image.
A brand champion has responsibilities both inside your organisation and externally.
They may be part of the team who creates and develops the brand, which also ensures they have 100% buy-in to ensuring that everyone in the organisation ‘gets it’. Even if your brand champion is picking up the baton for an existing brand, they will need to be a manager, often one of your senior team, who have the authority and understanding to carry out this critical role.
It’s all about education
The brand champion’s first role is to encourage brand loyalty internally. The brand ethos and values need to be bought into by everyone who works in the organisation. It’s more than just a mission statement framed on the manager’s wall, it’s a way of working and it’s important that every employee feels that their organisation is worth working for.
Outside the organisation it’s about creating a strong personality for your brand, so customers, suppliers and competitors recognise it and respect it.
The brand champion is responsible for ensuring the senior team (and the Board) act in line with brand values in all the decisions that are made. That means that the designated brand champion may need to have considerable diplomatic and persuasive skills!
The devil is in the detail
When the brand is designed it’s good practice to have a brand guidelines document drawn up – and to ensure everyone in the organisation not only knows it exists, but has a working knowledge of what it says.
Brand guidelines cover:
The logo design and the way in which it can be used
Your brand colours
The fonts that represent your look and feel
Your ethos and values you want to convey
The words and phrases associated with your brand
In fact, anything that is used to represent the organisation. This is all developed to include the way your website looks, the kind of information you present and the language you use. It sounds picky – but it all contributes to an image that is one everyone can stand behind proudly.
The brand guidelines should be a document that everyone knows where to find and actively uses to ensure every time the company brand is used it presents the right message, not just an approximation. It says ‘This is who we are’.
Any external agency that you work with, marketing agency, social media managers, printers, PR experts – anyone who represents your brand – should all be familiar with your brand guidelines.
Why is this important? Because it sends a subtle, but powerful, message and everything your company produces tells the same story – that your brand is professional, consistent and valuable – and stands out from your competitors.
September 4, 2020
Data Decoded: Using Customer Data for a Better Marketing Campaign
The digital landscape has caused a shift in how marketing strategies are developed. Different platforms and communication channels provide businesses with unparalleled access to customer data. Now, you can determine your target audience’s demographics and preferences, making it easier to create personalised marketing campaigns. But several businesses still struggle to understand the importance of their data.
Realise your full potential online by decoding your customer database. Professional data management services in the UK provide you with the insights and ability to analyse customer data. By gaining a better understanding of what you have, you can develop effective marketing campaigns.
Different Types of Customer Data
These days, almost every aspect of your customers’ lives can be translated into data. When processed and analysed correctly, you gain valuable insights into what they need and want from your business.
Identity Data: The information here is related to a specific customer. Identity data often includes their name, home address, contact number and other types of personal information. This gives you insight into who your customer is and how you can reach them.
Descriptive Data: The information here is related to your existing customers’ habits and intent. Descriptive data includes details about their profession, lifestyle choices and information about their family. This gives you a clearer picture of who your target audience is.
Behavioural Data: The information here is related to your existing customers’ behaviour towards your business, specifically how they interact with it online and in the real world. It includes customer experience (in-store and on calls), the web pages they’ve visited, the emails they’ve opened and responded to and even the CTAs they clicked on.
Qualitative Data: The information here is related to the information that you gather through surveys. This includes information from potential and existing customers. With access to their preferences, sentiments, and motivations, you gain a better understanding of their interest in your business.
How to Use Different Types of Customer Data
Once you’ve identified the different types of data available to you, you may use them to improve marketing campaigns.
Identity Data for Personalised Communications
Build detailed buyer personas for your business. By creating the “average” customer identity, you determine how you can best reach them. Younger personas will likely respond better to digital and online marketing efforts. Developing a communication strategy based on this allows you to improve engagement with your target audience.
Descriptive and Behavioural Data for Customer Segmentation
Categorise your customers based on the data you have. This gives you an idea of where they are in their customer journey. Use this segmentation to develop targeted marketing campaigns that aim to provide them with what they need. When done correctly, you can effectively improve conversion rates for your business.
Qualitative Data for Research and Development
Identify pain points easily about your products and services. Use surveys and questionnaires to get feedback on your business. With this information, you may improve existing products and services while developing new offerings. Additionally, you can use these data-gathering activities to determine why customers choose your business over competitors.
Make the most of your customer database by understanding how to leverage it for better marketing campaigns. Romax provides expert customer data management services that are beneficial to your processes. Talk to our team to find out more.
If you’re responsible for an organisation that has members there are two ways to give them an experience that will keep them loyal whilst enthusiastically recommending you to others whilst retaining their loyalty.
The first is to make them feel special. Members like to feel they matter (as, of course, they do). They want to get the Rolls Royce treatment that reminds them why it’s so good to be part of your organisation.
The second is exceptional communication. If you asked your members what they like about being a member, efficient administration that details their benefits and timely reminders of what events or activities they personally might be interested in is very likely to feature high on the list!
It can be easy to think that one is a human activity and the other is mostly to do with automation, but actually automation can make a dramatic difference to the member’s experience.
Think how you feel when the coupons and vouchers that come through the letterbox (or by email) are not only from your favourite shops, but relate directly to items you frequently buy. It makes you happy to be able to benefit from these.
If the offers are for items you never buy or from shops you don’t visit, they’re just useless bits of paper. That’s why excellent data management counts in improving how your customer feels.
Patrons, fund-raisers, volunteers, and more
If a volunteer for a charity likes to invest their time in attending events to represent you, sending them opportunities to do bucket collections doesn’t make them feel as special. If they get more opportunities to do what they enjoy, they’ll do it more often and continue to do so.
If a patron gets notices of a production that’s a light comedy, but they’ve only ever attended dramas, that communication is going to be ignored. If they mostly get notices of the kind of production they enjoy, they’re more likely to buy tickets.
Appropriate communications based on the data that you hold, across your organisation that allows you to target accurately messages that have resonance with the recipient, are much more likely to create a positive response.
You may look at all these and be thinking ‘great in principle, but incredibly time-consuming to deliver’. That’s only partly true; the data needs to be available. It’s usually easy to collect, but it doesn’t require a whole team of people to manage it. In today’s digital world, all the data can be automated. You probably guessed that this is also possible with electronic communications across web. email and sms – there are platforms that offer a version of personalised communication that ensures brand guardianship across all media types. And, did you know that even when you don’t have a large volumes to send, that printing of personalised material is possible?
Imagine the impact on your members when they get highly bespoke information in every direct mail or email from you? That’s what will make them feel really special.
Want to know more about this? Please talk to us about what you want to achieve – and we’ll find a solution that works for your organisation.
April 17, 2019
Why should you personalise customer communications?
In the ‘Dark Ages’ before data-driven personalised communications came about, and Amazon, Netflix and Spotify simply did not exist, marketing just looked different! Since the rise of Internet 2.0 we have not looked back. Consumers cannot remember what it was like to watch their favourite show only at a specific time and on a set day.
Nowadays we are so used to receiving personalised recommendations relating to music, movie or TV shows that it has become something we not only expect but demand. In fact, Experian’s research on personalisation found that 71% of consumers find it frustrating when marketing communications were not personalised.
Personalised messages create impulse buys
The 2017 State of Personalisation Report states that a carefully crafted personalised message can drive consumers towards impulse buys. The report mentions that 49% of all consumers that have received personalised messages have gone on to make an impulse purchase.
Many companies are targeting Millennials (for a good reason), they purchase more than any other age group. Millennials enjoy personalised communication as it makes them feel valued and unique. Impulse purchases are made by all age groups, although millennials are more likely to make an impulse buy. 63% of all millennials have made an impulse purchase in the last 90 days.
Many marketers believe that women buy more. However, an interesting fact is that men are making impulse purchases more often than women. So, if your target market is millennial males then personalise your messages if you want to achieve higher sales.
Why is personalisation important and how does it affect our brain?
Psychologists say that it is most likely down to two factors – desire to control and information overload.
Personalised messages don’t give consumers the ability to control. But because they trick the mind, they give them a false feeling of determining the process. For this very reason, we perceive personalised messages better than those which are non-personal.
Because of the structure of our brains, they can only perceive a limited amount of information. The quantity of available information now leaves our brains extremely overloaded. Because we look at so much information daily, we can only focus on the most interesting to us.
It works the same way at a party with people around you discussing various things; you hear only those snippets that are of interest to you, so you can join the conversation.
When we crafted messages in a personalised way, the information becomes relevant to the human brain. It making it more likely that the consumer will pay attention and engage. If your offer is attractive, the chance of conversion is high.
Even just a small amount of personalisation, such as mentioning the consumer’s name, can improve conversions. According to Dale Carnegie, a person’s name is, to that person, the sweetest and most important sound in any language. We have learned to respond to our name immediately since birth. Scientist studied the human brain response to our name and it has been proven that when a person hears their name, chemicals are released which are responsible for triggering brain activation.
Data and privacy in personalisation
But what about recent privacy invasions you might ask? Well, according to research, it is okay to use data for personalisation if you collect the data yourself. Customers are happy to receive personalised messages from companies with which they previously interacted or purchased. Moreover, it is important that you use data wisely so that your message is entirely relevant.
Limit the overuse of personalisation on purchased data. 67% of customers find it off-putting to receive highly personalised content from a brand that they had never purchased from before. This does not include the use of data analytics to find and target individuals, but the excessive use of data content in marketing communication. Sometimes, less is more!
It’s important that you find the perfect balance. It is okay to use more information than just a person’s name for personalisation. For example, you could look through their purchase history and provide some advice or a solution to a problem, or you could use the customer’s location in order to provide details of their closest store. According to research, the three most justifiable uses of personal information are providing the customer with discounts on items they purchased in the past, offering birthday discounts or informing them of deals in the closest stores.
Cleanliness of data
But it will mean nothing if your data is incorrect and this will cause more damage than good. It is easy to mess up with the name and upset the customer or your customers may never receive your message if they have changed their address. Moreover, unfortunately, people pass away and there is nothing worse for the brand than sending communications to a person that has left the family.
At Romax we strongly recommend that you keep your data clean and entirely up-to-date. If you are unsure of the current condition of your data, we will happily provide you with a free data audit. Please contact us by email at firstname.lastname@example.org or call us on 020 8293 8550.
October 16, 2018
How to Integrate Digital with Direct Mail
It’s a fact that including Direct Mail in a marketing campaign helps to increase the overall campaign ROI. At Romax we have several great case studies where the ROI has rocketed by 350%. But the question is how a company can use direct mail to reach those figures?
Let’s Start with the Basics
Mail is hard to ignore. According to the 2018 JIC Mail Report, the average UK householder receives 1.3 addressed mail and 3 unaddressed mail items per day, compared to 281 emails per day. So, including a piece of Direct Mail in a campaign will help your brand to stand out from the crowd.
If you want to know more about how Direct Mail works, you can find useful tips in our blog posts listed below:
There are different ways to integrate Direct Mail with your digital campaign. Here is some advice on how to do it. How to tailor them to obtain a higher response and increase the ROI of the overall campaign:
Use Direct Mail as part of the Whole Campaign
You can use Direct Mail as another channel of your campaign. Or take a step further and use it as a channel that stands alone. The first option reinforces the other channels and helps the user to take an action on your website or store. The second one gives your mail an opportunity to present your brand or product/service in a way that it lasts for a while. The JIC Mail report also shows that 57% of householders open an addressed mail item and keep them for 28 days on average. So, you can create a printed communication that you know will have longevity.
For example, product catalogues help customers get to know your brand. It helps them to get a better understanding of your products and to make an informed decision. It can be either impulsive if you have a short promo or a meditated if they want to buy out of season.
Drive your users to Digital and other channels using Direct Mail
To integrate Direct Mail into your whole campaign it’s recommended to drive recipients to your key purchasing channels to have a result. The Mail and Digital study by Royal Mail MarketReach confirms that 92% of people move to digital as a direct result of receiving direct mail. Moreover, the study shows that 43% of people download something and 54% engage in social media.
You can drive them to download your app, visit a physical store, attend a live event or visit your website/landing page. Send them a sample, a catalogue, a voucher, or whatever you consider would help you to build a new database and increase sales and brand awareness.
Young people have a high rate of response and sharing in communication on social media, so that should be one of the focuses with direct mail. Elderly couples have more time and prefer more detailed texts with proper grammar. Adapting your communication, on length, expected response or language that suits your audience will help you to have a higher global campaign ROI.
Personalised Direct Mail
Your customer will feel that you care about them if you personalise the communication to their needs. You can tailor your message for the group that your customer belongs to. But the personalisation message will grab their attention.
If you are already promoting your campaign on the digital, you can connect more with your audience with a personalised printed communication.
Hello “First name” is a good start, but if you are working with your database, you have a huge amount of information about your clients and their behaviour. You can personalise the content, images and more.
If you want to build your database, you can use a personalised door drop with location or redirect to a specific store or landing page. It can also help you to know the impact of this channel.
Stand out from the crowd
One advantage of incorporating Direct Marketing into your global campaign is that you can use different paper and finishing process to attract a sophisticated audience. Use embossing or foiling. If you want to stand out from competitors, use a thicker stock on your next postcard (we advise to use 530 gsm compared to a standard 350 gsm). There are multiple options in Direct Marketing that you can choose to offer the best user experience for your target group.
Automate your Direct Marketing Communication
To provide the best user experience for your future or returning clients, having personalised, automated communication is crucial. At Romax we work with companies who connect digital with direct marketing to send both, personalised electronic and printed communication. Examples include: welcome packs, including membership cards, welcome letters, periodic communications, the website generated responses and call centre responses. The impact on your customer’s perception of your brand, as a result, is extremely positive. Helping to build trust and confidence for a long-term client relationship.
Romax has more than 20 years of experience in managing customer communication, managing membership, marketing, printing and communication services for organisations including Southbank Centre, Plusnetand Mercedes Benz. Contact us fora bespoke Direct Marketing Solution: email@example.com, +44 (0) 20 8293 8550
October 9, 2018
Direct Marketing Tips for Age Group and Lifestyle
In a previous blog post, we talked about the relationship between a person’s age and their mail consumption, based on the study “The Life Stages of Mail” by Royal Mail MarketReach. The result shows clearly how every age group reacts to direct marketing, ranging from an ask for more information, to purchasing or other action with brands.
Fledgelings – Adults living in the home of their patents – 3 Million in the UK – 52% age 18-24
It’s easy to assume that as digital natives engrossed in social activities, that Fledglings don’t engage with mail. Fledgelings generally have far fewer responsibilities than other age groups. They have the need for social interaction and digital communication tools – particularly smartphones – which are central to their lives. Not surprisingly, Fledglings spend more time online than all other media combined, however this does create an untapped opportunity for non-digital cut-through.
Some useful tips to incorporate Direct Marketing in a campaign for Fledgelings:
Make it clear that this item is for them, not their parents.
Personalised Mail and age-appropriate style with correct tone of voice lead to a higher open rate.
Clear call to action, help them use it by guiding them through any next steps.
Encourage sharing on social media and make it easy to respond to by all channels.
Sharers – Adults living in shared accommodation with other adults – 1.9 Million in the UK – 51% age 18-24
Like Fledglings, Sharers report receiving low levels of addressed mail, however, they are more likely to ﬁnd mail memorable and to trust printed material more than the Internet.
Sharers are the heaviest users of unaddressed mail with 8.2% of them saying they bought or ordered something as a result of receiving unaddressed mail, 9% tried a new product and 19.8% used a voucher or coupon delivered by this method.
Tips for a Direct Marketing Campaign for Sharers:
Create personalised and visual mail that stands out. Reﬂect the life they want to live.
Creative, well-designed mail that matches these characteristics is more likely to cut through and build brand equity. Mail that offers them value, such as coupons for new products or experiences, is likely to be well-received.
Consider door drops. As young adults, Sharers are only beginning to show up on databases. But they respond to unaddressed mail, which you can use effectively for multi-person households and, if they have a response mechanism, to build proﬁles.
Couples – with no children – 6.4 Million in the UK – 36% age 18-34 – 47% age 35-54
Couples – like Sharers – are more likely than the sample to say they don’t know who takes responsibility for managing the mail. 22% of them visited a store as a result of receiving addressed mail, 26% bought or ordered something and 16% requested more information online.
Tips on Direct Marketing Campaigns for Couples:
Couples engage with their home and consider new products and services, unaddressed mail can have a signiﬁcant impact.
Mail may take a shorter journey around a couple’s home. Mail imagery needs to be strong to demand attention and digital response mechanisms should be included.
Be clear about what the mail is for and what you want Couples to do with it.
Door drops by local businesses or localised operations of larger companies are likely to resonate.
Young Families – One or more children – 8.5 Million in the UK– 69% age 25-44
It’s no surprise that Young Families embrace mail. They begin to receive more – they start new relationships with companies, retailers, health and local community organisations – and engage with it more. More than 30% of them bought or ordered something because of receiving addressed Direct Mail, over 23% are more likely to have referred to mail whilst online and 24% are more likely to go online to make an enquiry/request for more information as a result of receiving Mail.
Tips on Direct Marketing Campaigns for Young Families:
As parents, they want to do the best for their children. They are especially focused on areas like health, nutrition, early years development, as well as ﬁnding value for money.
Young Families are often busy. Mail that simply and clearly expresses beneﬁts and response mechanisms is likely to be well-regarded.
They are practical and focused on their parental roles, so content is likely to be more important than design. Clear digital response mechanisms make it easy for them.
Vouchers are appreciated because Young Families are often tight for money and allow immediate redemption.
Older Families – At least one child in secondary school living at home – 3.7 Million in the UK – 63% 35-54
In most areas, Older Families are above average in their actions and response to mail. They buy or order as a result of it, go to stores because of it, ﬁle it, refer to it, follow up any queries using phone or Internet, and use the vouchers it provides.
Tips on Direct Marketing Campaigns for Older Families:
Mail is more “communal” and often shared or displayed to be actioned or discussed by more than one family member. Content and design should recognise this.
Older Families may be ﬁnancially hard-pressed. Value messages and offers are likely to resonate with this group.
Mail is used to evaluate – and evangelise – brands. Designed for parents is also seen and noticed by their children.
It informs and drives digital response and action. Older Families over-index on digital response channels, so mail that highlights easy-to-use digital response mechanisms are likely to be considered.
Empty Nesters – No longer have children living at home – 10 Million in the UK – 67% 55-74
Empty Nesters are more likely than previous groups to watch broadcast TV, read newspapers, and spend signiﬁcantly on DIY. Without the costs and responsibilities of dependent children and relatively unencumbered with age-related health limitations, they have the money, time and energy to reward themselves.
Tips for Direct Marketing Campaigns to Empty Nesters:
They like longer form copy and take the time to read it – often more than once.
Address mail in a manner that is personal and respectful and doesn’t condescend.
Empty Nesters prefer to receive Mail as individuals where it empowers their ability to make choices.
Their children may not live at home, but Empty Nesters may feel a sense of responsibility for other adults, including relatives from the previous generation.
Older Retirees – Singles or couples with pensions or investment as an income – 6 Million in the UK
Four out of ﬁve Older Retirees agree that post is part of their daily routine, and they are more likely to say that they open mail immediately. They have the highest propensity to buy or order something in response to mail (38%) so, the opportunity to use Direct Mail to increase the campaign impact is high.
Tips for Direct Marketing Campaign to Older Retirees:
They appreciate a longer copy – and have the time to read it – and the more traditional rules of grammar.
Older Retirees tends to live off a ﬁxed income, so mail that offers value and/or discounts will resonate.
Many Older Retirees may live alone, either through bereavement or the ill-health of their partner. It is important to be sensitive to this possibility.
Older Retirees are more likely to respond by post, but not exclusively so they use all available channels.
Every group has their own characteristics and responds differently to every type of direct mail and campaign. The common factors for success in a direct mail campaign relate to accurate data processing. It will allow you to reduce cost and increase ROI. A targeted campaign, both to groups and with core messages including personalised content and image will increase your ROI.
Correlation Between Age and Direct Mail Interaction
In the age of digital marketing, there are some questions about how digital natives respond to direct mail, how a consumer’s experience of mail affects the way they respond. And which groups are more likely to respond by mail or telephone, among others. The study “The Life Stages of Mail” by Royal Mail MarketReach responds to these questions and now we will reveal it to you.
The study separates the participants by age and also by their life stage:
Fledgelings – adults living in their Parents’ home,
Sharers – adults living in shared accommodation with other adults,
Couples – with no children,
Young families – one or more children,
Older families – living with at least one child at secondary school,
Empty Nesters – no longer living with children,
Older retirees – singles or couples with pensions or investment as an income.
Mail Engagement Across Age and Life Stage
The study shows that there are similarities between all age groups in terms of how direct mail is perceived.
The research on a mail quality shows that improvement could be done towards targeting of the younger generation. Young adults perceive mail as information that is harder to get and mail doesn’t grab their attention as good as other age groups.
The neuroscience research proved that there was no indication that age signiﬁcantly affected the importance of tactility in encoding or responding to printed material. Moreover, young people were more likely to register a higher level of emotional intensity to mail.
The most notable ﬁnding was that younger respondents tended to be more likely to indicate emotional responses to the mail they valued.
How mail impact on response rates
Also, this is probably the most frequent question that we’ve been asked. The study shows that the response channel used by any individual would be based on the technology that each age group was most familiar with. Thus, the oldest people would prefer communication being received by post than the other groups; the older middle-aged would be more likely to prefer the phone conversation; the younger middle-aged would prefer to receive message via PCs or laptops, and the youngest adults would – stand out as the group who were most likely to use mobile devices. Great news that the 15-24 age group enjoys receiving a message by post more, than the 25-34 age group. Such figures prove the revival of direct mail.
The study divided the method of response to mail in the following way:
Royal Mail MarketReach also shows how often different age groups buys or orders something from direct mail campaign over a year.
The category with higher response rate was unsurprisingly the use of mail as a Voucher (49%), following by the Kept For Reference (36.7%) and Bought or Ordered (26.7%) in third place. Moreover, young families have higher response rates in all the categories.
Direct mail becomes popular more than ever. Especially use of mail noticeably higher with younger age group than with millennials. In our next article we will further explore Royal Mail MarketReach and analyse the mail consumption through different life stages.
But before than plan your direct marketing campaign with us. Contact us to get a free quote today!
Source, the life stages of Mail. Royal Mail MarketReach, June 2018.
Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank Centre, DKMSand PlusNet. Contact us for a bespoke Membership Marketing Solution: firstname.lastname@example.org, +44 (0) 20 8293 8550
July 24, 2018
10 Steps to Keeping Your Business Safe Online
10 steps to keeping your business safe online
Originally Posted on Companies House Website by: Cath Goulding, Posted on: 19 June 2018.
The article contained such useful information that we wanted to share the whole article as we agree entirely with its content.
Online security is becoming increasingly important for both start-ups and established businesses. The NCSC reported that if you’re a SME there’s around a 1 in 2 chance that you’ll be subject to a cyber breach. Not only is your business then at risk but these breaches could result in costs as high as £1,400.
With more threats appearing, your business needs to stay secure. But, it can be difficult to know where to start.
Here’s 10 steps to help keep your business safe online:
1. Managing risk
Create a list of your assets and consider the potential risks to your business. Examples of typical assets that need to be considered for security include laptops, smartphones, and data. You might want to number these in order of importance.
Make sure that you use secure passwords for any important information and accounts and try to make sure that these are fairly complex to avoid a breach. It is recommended to create a long password using a passphrase that you can easily remember or store your complex passwords in a password manager.
3. Preventing viruses
You can get a computer virus from opening suspicious attachments, using unchecked portable devices such as USBs, clicking links from suspicious emails or downloading files from untrusted sources. So be sure to use an anti-virus software and activate a firewall.
4. Security settings
As well as ensuring all your software is up to date, you could consider noting down the serial asset numbers for your computer and backing up your data regularly. Additionally, you should keep your web browser up to date and activate a pop-up blocker.
5. Browsing and sharing safely
If you’re out and about as a business owner regularly, it could be beneficial to encrypt all your personal and confidential information so that you can freely use public Wi-Fi and still browse and share files safely.
6. Securing your own equipment
If you’re using personal devices for business activities, make sure they’re protected and encrypted. Add passwords to all your mobile devices and use antivirus software if possible. When an employee leaves, make sure you change passwords and permissions.
If you use USB devices, be sure to encrypt the data on them to ensure confidentiality because they’re susceptible to viruses. If they’re not fundamental to your business, simply don’t use them.
All of your staff should have proper training to make them aware of your security policies. They should know all of the potential cyber threats, main risk areas, and consequences if your security is breached.
Regularly check the reports that your security software offers to detect any suspicious activity. You can also check the logs for operating systems and email accounts.
10. Managing security incidents
It’s important to have a process to manage security incidents should they occur. Run regular backups to your data so that you have a copy should you lose your data to malware such as ransomware.
Five Reasons Your Marketing Campaign Isn’t Working (And How to Fix it)
Not getting the desired results from your marketing campaign?
Here, we look at the common problems that plague marketing campaigns and how you can overcome them.
One: You’re not targeting a specific market segment
It might be true that a lot of people are in the market for your product. But do they all have the same personality? Do they all respond to the same benefits? Do they all have the same problems? In most cases, the answer is no.
And this is where many SMEs fail. They don’t take the time to research and profile their target audience. As a result, they don’t realise that within the audience there are nuances.
For example, some people might be more concerned about safety. If you wanted to target them, you wouldn’t lead the campaign with a headline about value-for-money, you would lead it with a compelling statement about safety. Not targeting a specific market segment is one of the commonest stumbling blocks.
Solution: Devote some time to researching your audience. Build up a profile based on demographics and psychometrics. You could even take it a step further and develop detailed buyer personas for each segment.
Once you have a clear perception of your audience, you can then consciously tailor your marketing campaign to suit the specific characteristics of each particular segment.
Two: You’re not giving yourself and your team enough time for planning and preparation
Another common pitfall is the ‘I want it done yesterday’ mentality. Many small-business owners feel under pressure to market their products or services. So they come up with an idea at the last minute, scramble over to PeoplePerHour and then hastily tell a copywriter, ‘I need an email campaign written by tomorrow’. Inevitably when the campaign fails it’s the poor creative that cops the blame. This kind of rush-rush approach is a weakness for many business owners.
Solution: Get into the habit of planning well in advance. If an event is planned for the summer and it’s crucial to your business objectives, then start planning and developing the marketing campaign at least six months before. Don’t leave it to the last minute.
Advanced planning gives your creatives time to master the brief and come up with properly developed and tested ideas.
Three: You’re cutting corners with your direct mail copy
Do you value copywriting as a genuine marketing skill? Or do you think anyone can write persuasive copy, so therefore you don’t need to spend much money on it? A cheap writer on Fiver will do?
Big mistake! As they say, ‘buy cheap, pay twice’. It’s true for furniture, and it’s true for marketing. Badly crafted copy could be the thing that’s ruining your campaign.
Solution: Hire a professional copywriter, one that can prove they have the talent and experience needed to get results. You may spend extra money, but the return-on-investment will be worth it.
Four: You don’t know about the AIDA marketing model
When it comes to their own special expertise, small-business owners are fantastic. But when it comes to marketing, they tend to lack knowledge and experience. Which is why they don’t make use of the AIDA model.
AIDA stands for:
Essentially it’s a funnel into which a prospect is drawn. You grab their attention; get them interested; and then cultivate desire so they take the all important action i.e. make a purchase. Different stages of this funnel require different types of marketing communication. Being unaware of this tried-and-tested model could be the one thing that’s holding your campaign back.
Solution: Learn about AIDA! There are plenty of free resources online. After a few hours of research you’ll be up-to-speed quite quickly. Once you’ve learnt it, you can then use it as a framework around which to build solid marketing campaigns. In other words, you won’t be fumbling around in the dark.
Five: You stopped at the first hurdle
Defeatism is an easy trap to fall into. You’re spending time, energy and money on a campaign that’s not hitting the planned targets. It’s a natural conclusion to reach: it doesn’t work, so give up on it. However, you could be throwing away valuable experience and data. It’s normal for campaign strategies to grow and evolve. By stopping at the first hurdle, you could very well be stunting your own marketing growth.
Solution: Don’t give up! The Japanese have a great concept known as kaizen, which means ‘continuous improvement’. The idea is that you should be always striving to improve things. In respects to your marketing campaign, instead of giving up, analyse the situation: What went wrong? Are there any good points? What feedback are you getting? How can it be improved? What does the data say? (etc.) Use this analysis to improve the campaign . . . and have another go!
May 24, 2018
Safeguarding Your Brand Reputation Throughout The Direct Mail Process
Safeguarding Your Brand Reputation Throughout The Direct Mail Process
At Romax Marketing & Distribution, we work with you to create, print and distribute your Direct Marketing Campaign throughout the UK and overseas. We want to deliver the shortest turnaround whilst ensuring accuracy, quality and security.
How quickly we can process your work depends upon its complexity. We offer a highly flexible schedule and production plan, but to ensure quality and accuracy, due process must take place.
During peak times, turnaround may be longer than usual, being aware of this and approaching Romax early in your planning will allow us to guide you to ensure a timely, successful and cost-efficient campaign.
To help you better understand how the end-to-end Direct Mail process works, we present our simple guide to Direct Mail, divided into six key stages:
The Wait (Complicated Bit!)
The Print and Fill
The Spec !
To quote the Spice Girls – “So, tell us what you want what you really, really want”
It is quite normal to want to understand the implications and cost options associated with various volumes, job specifications, paper and format types. A great start to this is to discuss the parameters and reasons for your project with our Client Services Team. Once we understand in full what is needed we can make suggestions that will ultimately improve the outcome, adding value to your campaign.
Don’t leave it too late. The mind works in a logical way – you start working on the first bit ‘first’, leaving the last supplier in the chain to be approached ‘last’. Through experience however, we know that by working back from the desired doorstep day through print and fulfilment processes, will not only provide a schedule, but in most occasions, highlight ways to improve the job and reduce the cost.
Once the final ‘Spec’ and schedule is agreed with our Client Services team, You need to make ‘The Drop’. We need your data and artwork and final instructions. How do you get thatinformation to us in a secure and efficient way?
You will receive log-in access to our online Romax Resource Centre, a secure and encrypted Approval Pipeline. Here you upload data and artwork files for us to access and work on. This provides a secure platform for managing the data and print proofing process.
“The Wait” – The Complicated behind the scenes bit
This part of the process is called “The Wait” as there’s a lot going on but as a client, you don’t get to see much activity! During “The Wait” your campaign documents will be reviewed and processed by the Romax Data & Pre-Press Technical Teams.
If technology driven data and software process is your ‘bag’ then this is actually a fascinating and highly exciting part. The creation of workflows and multi-layered data driven processes that will produce highly targeted print and digital communication is your dream ticket!
Our team checks that your data is accurate. A 21 point data check is completed, ensuring postcode and address accuracy, duplicate removal, and questioning data anomalies. We split, mailsort and re-combine data to create the ‘merge’ fields within your final document. Splitting out UK, and Overseas, sorting for postal discounts then formatting the data so that the address and personalised content reflects the campaign message.
If you have variants of your text, such as different images per gender or customer type. This will be scrutinised and implemented at this stage. This process is THE WAIT, is the MOST IMPORTANT stage as data drives everything we do for you and ensures that the right message is received by the right person (In post GDPR terms – The Data Subject!)
The “cleaner” your database, the less time is needed to process the data, however, you can add data management services here, such as profiling your database, to help to target your communication and increase your response rate. We can also offer a free data analysis that checks for deceased, gone-aways and movers.
“The Wait” continued…..Proof Set Up
When the Data and the Artwork are finalised and cross-checked, we create a “Proof Document.” A proof document contains a minimum of 10 randomly selected records from each ‘data cell’. If there are multiple variants on your communication, both on text and images, this will generate multiple proofs per version.
Before we upload Proof Documents, each is checked internally by two Romax employees for formatting and data accuracy. We take this process seriously because you need to send the correct document to the right person and address.
“The Wait” – is over now it’s your turn for – Proof Approval
A pdf proof document of every version is uploaded into our Resource Centre to be verified and approved by you. The Resource Centre will send you a notice email once files are uploaded.
Nobody knows your business like you do. You may have particular preferences for layout or formatting, or you may spot a required amendment. If an amendment is needed, you can reject that proof and leave a comment, we will make the necessary changes, recheck and upload a further proof.
Please take your time with proofing, check the data against the original files, check that the address formatting and artwork across all variants is as you want it. Once you approve the job it will go straight to print.
Should you wish to see a physical print proof or complete Sample Pack, this can be arranged after the pdfs are approved, please allow time in the schedule for this process.
The Print and Fill – Like a High Speed Action Movie!
If you like to experience high speed paper and mail print and enclosing machinery in action then this is where it starts to get really quite exciting!
Our digital print presses, finishing equipment and enclosing lines are best quality. Our teams that operate them are highly motivated and experienced. They want to get your jobs printed and despatched without delay.
Machines only run at a finite speed, so we can only print, cut, fold, match, enclose, seal, sort and process the packs at a maximum volume per hour. To adhere to our ISO 9001 accreditations, we also check every 500 data records for print, finishing and enclosing accuracy and quality.
Our team of technical experts, create millions of items of mail per month and the production department is a buzz of activity, as the daily challenge is on to get the job done!
5. The Despatch
After all the hard work of creating the mail-piece, it is critical that the mail is delivered by the best postal suppliers around whilst ensuring that price is keen.
The postal market for the UK and overseas is ‘complicated’ to say the least. The industry is full of jargon and the ‘products’ or services available to move your mail from mail producer to addressee, are both numerous and ‘content’ related. If you are advertising a product/service or requesting a donation, then your mail will be ‘cheaper’ than a non-marketing communication for example; then there’s formatting; then there’s mailsort…
…Lucky for you then, that we are expert in obtaining the best postal service at the best price for your campaign.
Large volume mailings are not handled the same way as Greetings cards posted at the post office. The postal delivery network is flexible based on forecast volumes, we simply cannot post large scale volume mailings without forecasting it to the distributors. This too is an often unknown element to the despatch process.
Depend on the postage service you choose for your mailing, mail can take around one day for first class, around 2-3 days for second class and approximately 3-4 days for economy. Overseas can take 4-10 days on a priority service subject to final destination.
We love Direct Mail Marketing, its creation, delivery and success that it creates for our customers. Our aim is to supply a seamless and efficient service and this overview aims to help you, to help us, to help you!
The direct marketing process from planning to delivery, varies depending on a significant number of factors. We have ‘scraped the surface’ of some of these factors, but to achieve the best chance of success in your campaign, we recommend asking your Account Manager for advice and insight – our knowledge we let you have for free!
Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank Centre, DKMSand PlusNet. Contact us for a bespoke Membership Marketing Solution: email@example.com, +44 (0) 20 8293 8550
May 21, 2018
Webinar: Improve your membership communication management
LIVE FREE WEBINAR
Improve Your Membership Communication
Wednesday 30th May 2018 | 1 pm BST
To make your Membership Programme a real success, you need to truly understand and engage your members through conversation on media platforms of their choosing.
Learn what works best to welcome members and ensure that they both benefit from their membership whilst increasingly supporting your organisation.
From the live free webinar Improve Your Membership Communication*, you will:
Understand how to interact with members across all media types at the right time to suit them
Improve your chances of early and increased renewal
Be introduced to techniques aimed at increasing member spend
See how to successfully boost your membership
Find out examples of Membership Communication Management from Romax clients, such as V&A and DKMS
When: Wednesday 30th May 2018 Time: 1 pm BST Host: Robin Sumner, Managing director Romax Marketing & Distribution.
Romax Marketing & Distribution provides a wide range of services in Membership Communication Services. We work with membership organisations such as DMKS, Southbank Centre, V&A and PlusNet.
April 23, 2018
Top 5 Reasons to Use Direct Mail
Written by Nilda Cerna, Marketing Manager.
Consumers are constantly exposed to a series of digital advertisements and communications, according to “Direct Mail an opportunity to Grow” a study by Xerox, an individual receives 100 emails per week on average and 16 direct mail per week. Moreover, Royal Mail MarketReach in their “It’s all about Mail and eMail” point out that 51% of emails are deleted within two seconds and 56% of consumers say mail grabs their attention.Check out our 45 Facts about Direct Mail. Therefore, the opportunity for Direct Mail is massive.
You can use direct mail at different stages of your marketing communication, to achieve different goals, from lead generation, acquisition, retention, reactivation and referral. You must know how to measure your direct mail, in order to track responses and calculate your campaign ROI.
If you have some questions about launching a printed communication campaign, you may find answers below.
Top 5 Reasons to use Direct Mail
Stand Out From the Crowd
The saturation seen in online advertising makes finding other channels and resources to stand out a critical one. Direct mail brings you versatile options such as a letter, postcards and catalogues amongst others. Have you kept your IKEA Catalogue for the whole year? Have you bought a product either online or in the shop just because of what you have seen it in a catalogue? This is the impact and opportunity that direct marketing and your company can’t miss out on.
The 2018 JIC Mail Report confirms that theaverage household receives about 1.3 pieces of direct mail per day. If we compare this figure with the one hundred digital impacts on average, there is still plenty of space for DM. The report also reveals that over the subsequent twenty-eight days since delivery, individuals are still opening and reacting to their mail.
When people touch things, their brain suggests some ownership over them, this tactile imprint is one of the reasons that printed communication helps to place your brand in your clients’ mind through the power of touch. Furthermore, a research from Millward Brown confirms that, when a person is exposed to multiple digital formats and paper communication, the brand depicted through print is more highly-valued in comparison with electronic marketing.
A Sappi research concludes that people who assess brands purely on the way they were being promoted (high-quality paper versus cheaper paper and online) they found they were three times more likely to recall the name of the brand on quality paper and were more impressed by that brand.
According to the Private Life of Mail, Royal Mail MarketReach study, 60% of people say that Direct Mail positively reminded them about a brand or company.
With fake news proliferating everywhere, the role of printed communication to deliver both, trustworthy brand messaging and to drive loyalty is vital. Sending a piece of direct mail brings your client a sense of seriousness and integrity about your business, for caring about them and for the money invested by them in your brand. 55% of the people feel that Mail gives them a better impression of the company.
Furthermore, if you send a targeted communication, utilising appropriate data, including their name, products acquired, local offer, image personalisation, among others printed personalisation, which helps to increase loyalty compared with your competitors.
Sappi also suggests that print benefits from “the endowment effect”, which is our tendency to value things more because we own them.
Increase Sales Either for Retention or Activation
The acquisition isn’t the only goal for a marketer, how to keep your client using your services and products is extremely important. Direct Marketing, both alone or combined with a digital campaign can help to increase sales up to inbound and outbound, but, the part of if you are working on a niche, or you just want to
If you operate in an e-commerce business, promoting your online service or product or you have an app, you should know that 87% of people were influenced to make an online purchase and 43% of people download something from a website as a direct result of receiving Direct Mail.
Reactivate Customers Who Haven’t Transacted for a While
All businesses have a high percentage of prospects and clients who have completed a sign-up a form, requested a quote, downloaded an app, but you never hear from them anymore, it’s likely that they also put your emails in the junk folder.
A piece of Direct Mail helps to remind the prospect of your brand and services.
Source: Direct Mail an opportunity to Growth, Xerox. Print Power magazine spring 2017, Royal Mail ReachMarket.
Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank Centre, DKMSand PlusNet. Contact us for a bespoke Membership Marketing Solution: firstname.lastname@example.org, +44 (0) 20 8293 8550
April 16, 2018
10 Articles that you should read if you want to launch your first Direct Marketing Campaign
Direct Marketing is still very much alive in this online marketing age, in fact, it is making quite a come back as it has better cut through and proven returns. At Romax Marketing & Distribution, we have lately experienced a significant increase in marketers, both in B2C and B2B, asking for advice on how to create what in many cases is their first experience of a printed Direct Mail campaign.
The main questions relate to the lack of resource and knowledge about Direct Marketing and their positive impact on value creation. There are very few blogs that talk about Direct Mail, present case studies or show research and outcome. Marketreach is, however, one such resource that any marketing professional intent on learning about direct mail, should investigate.
Moreover, marketers are afraid of launching their first campaign without knowing what the impact or response they should expect. Furthermore, the lack of knowledge on how the direct marketing industry works, increases the campaigns lead time.
To help direct marketing newbies with their first campaign. We have collated a series of our 10 most successful blog posts. Marketers can find information related to research about how Direct Mail impacts on customers, how to measure and increase your response, main mistakes and how to fix them, and a case study from one of our clients.
Direct Mail Beats E-Mail
You’ll find neuroscience research about paper perception and the recipients emotional processing, and how the brain responses to the printing material.
This article reviews the JICMail report with the most recent study of Direct Mail in the UK. You’ll discover what UK consumers do with their mail, across the different types: advertising mail (addresses mail and door drops) and business mail. You can also download the full study. Read more here.
45 Facts You Should Know About Direct Mail
A collection of stats related to Mail addresses, Mail perception, Mail and Business, Mail and Email, Mail data management and Mail delivery,. Read and discover Mail’s impact on consumer behaviour. Did you know that 92% of people are driven online or to digital activity as a direct result of receiving direct mail?
In the digital era measurement is something that you take for granted, but what about Direct Marketing? There are easy ways to track your direct mail, and in this article, we present you with three of them.
Types of Printed Personalisation that Increase Your Sales
Personalised or targeted direct marketing campaigns are more than “Hello Name” and personalisation is something that you must include in all printed communication. Did you know that we can modify an image to add a personalised text for each customer?
3 Reasons to Outsource Your Client and Membership Management
Some companies, such as insurance and finance organisations who send out regular printed communication, that can include welcome packs, policy documents, claims letters or monthly newsletters, can benefit in terms of brand loyalty, productivity among other metrics, when outsourcing their printed communication. If you are considering creating a single customer view, this article can help you to make those critical and positive early decisions.
Direct Mail Case Study: 349% ROI
Understanding how other businesses are making a success of their DM and seeing their results can help you to persuade your head of marketing to approve your direct mail budget. The following Fantastic Services case study details how to make a success of it.
The article was written by Nilda Cerna, Marketing Manager.
Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank Centre, DKMS and PlusNet.
Contact us fora bespoke and cost-effective Direct Marketing Solution: email@example.com, +44 (0) 20 8293 8550
April 9, 2018
[Webinar] GDPR for Marketing Professionals – APRIL
Continuing our highly successful series of LIVE webinars, Romax Marketing will be offering Marketing Professionals the opportunity to get a full and practical insight into what GDPR means to the future of marketing.
The LIVE Webinar will cover:
The 5 Key principles of marketing
Why GDPR is being introduced and its scope
Accountability and Data Security
What constitutes ‘Consent’
What is a Data Breach and what must be done following a breach