March 23, 2016

Mail marketing is too expensive….

Mail marketing is too expensive….Stick to email and social media – it’s cheaper.

I completely understand being addicted to social media, tweeting ‘interesting’ facts or retweeting videos. Achieving Facebook ‘likes’ is ‘acid’ for marketing professionals desperate for their brand to go viral; that one opportunity to hit their 15 minutes of social media fame.

However, have your considered however, how much energy, cost and effort goes into this? More importantly how much income to you receive directly as a result of investing in this medium? Is it time to stop taking the same pill as everyone else and start investigating the alternatives?

Email response as a stand-alone marketing medium is increasingly producing a diminishing return. It has never received a great response rate, but as it is relatively cheap form of getting your message in front of clients it has been used profusely; it can definitely help in enforcing brands and making offers if not overused.

Enhance your brand – not damage it!

What damage is done to your brand and client relationship if you overuse email? In a hailstorm of constant emails (many of which are increasingly being filtered out by software such as ‘clutter’ Microsoft’s software that learns your email habits moving less important, often ignored or deleted emails from your in-box.) Your message is not being read, brand is being weakened and efforts wasted. Easily avoided and quickly deleted, your frequent emails start to frustrate the recipient with too much information for them to enjoy engaging with you.

How do you measure the return on your marketing spend?

If you take a genuine view of the time, cost and investment made in each of your channels to market, have you really got the mix correct? I am in no doubt, that all businesses must trial and research all types of medium to reach their market. Have a presence that ‘suits’ the need of the consumer so that choice is available to them. Social media and e-marketing is superb for helping to endorse your initial message/contact. It helps retain clients by keeping them informed once they are fully engaged with your brand.

Use of tangible, quality, marketing print, particularly direct mail that is delivered to the doorstep, makes your message standout so much more than email to gain and retain clients.

But it’s too expensive – I hear you cry

In 1993 the cost for second class postage for a letter was 19p per item.

In 2016 the cost of second class postage for a letter is 19p per item.*

“HOLD ON…do my eyes deceive me?…Let’s read that again….“

In 1993 the cost for second class postage for a letter was 19p per item.

In 2016 the cost of second class postage for a letter is 19p per item.*

OMG! You’re right – the cost of sending a marketing mailing through the post is 19p per item, that’s the same as in 1993!!

So having crunched some numbers, for under £1000 worth of postage I can send 5000 letters that will land in my client’s letter box telling them something positive that they can act on. Tangible printed communication receives a better response both emotionally and financially in terms of cost per acquisition, than email or social media marketing, as a standalone medium. After much research the Direct Marketing industry recognises that a well-planned campaign that incorporates a joined up strategy across e-media, involves Social media AND print and direct mail, far outperforms those without print.

Market Reach and Mailmen

Yes I know Royal Mail did the research – I’m cynical too – but read it through and apply it to your own marketing, then compare it with your own purchase decisions. You know that you respond better to quality print presented to you in a unique and personal setting, than through electronic marketing alone.

That is not to say that electronic communication is a poor relation, quite the contrary, using a thoughtful and sophisticated marketing plan to reach out across all media is the very best way to retain, and grow business. Printed Direct Mail playing a fundamental and surprisingly cost effective route to market.

What should be advocated?

Take stock – Stop and make a proper study into the tangible return on your marketing spend. It is no longer an excuse to say that “Half of my marketing works – I just don’t know which half” measure the responses properly and understand where leads and more importantly sales are being generated from against the money invested in that channel.

If your market is responding well to e-media only that’s great, however is that because you only use e-media? What improvements could happen if you tested a direct marketing campaign utilising print and e-media?

But I am bias…..I run a mailing house in London

Yes I am bias, and we offer much more than just mail marketing services. I simply want clients to benefit from their marketing campaigns that include direct mail the same way that we do. The same way that we benefit from using e-media. The same way we analyse data to get the best message to the appropriate consumer. We test each and every marketing route to see what works best for us. Then we help others to improve their response rate too. If that make us bias then so be it!

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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March 12, 2015

Variable DATA and Variable IMAGE Printed in Full Colour on Envelopes

Variable DATA and Variable IMAGE Printed in Full Colour on Envelopes

Short Run Litho Printed Envelopes may become a thing of the past. After detailed investigation and testing Romax has invested in an in-house colour envelope printer which offers full variable data and variable image printed in full colour on envelopes.

What does this mean to our clients?:

  • Your full colour marketing message can now be printed on your envelopes.
  • Logos on short run mailings can now be printed to add Brand Presence truly reflecting your corporate/organisation brand.
  • No need to print large litho runs on envelopes: remove the risk of wastage due to brand changes or stock expiry.
  • FULL Image variability AND Text Variability so messages and pictures can now be printed on the outer envelope to the recipient AND match the internal matching items too.
  • In certain circumstances, faster turnaround on short run colour envelope over print.
  • Cost Effective Marketing – we can create more variation and target clients more accurately on smaller data splits without affecting overall price

Data Driven Direct Marketing can now extend to the outer envelope as well as being contained in the mail piece and internal elements. Get one step ahead of your competition by gaining the attention of the recipient – your target client – by attracting their attention with relevant text and image use so that they open and react to your campaign quickly.

If you would like samples of print or would like to discuss the possibilities for future marketing campaigns, contact our client services team: on hello@romax.co.uk or call +44 (0)20 8293 8550

Technical Information

M1 Details

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Romax Invests for Future Growth:

This further investment by Romax follows the recent investment in the latest iGen 150 digital colour press , Horizon cross folder and new Guillotine, Brand New IT infrastructure and the investment in Photo Book Print on our consumer brand: www.photoleaf.co.uk

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

Contact Us

February 2, 2015

Streamline your client communication processes using single supplier outsourcing

Streamline your client communication processes using single supplier outsourcing

 We all know that life for a professional working in membership or marketing communications can be hectic and it’s essential to make the best use of your time, to ensure the best results for your clients. One way to achieve this is by working with a single dedicated supplier, rather than many. Here are four ways you can streamline your business processes, by outsourcing through a marketing services company:

Tired of dealing with multiple suppliers? Hours spent on the phone, dealing with layers of admin and payments? At Romax, we remove the administration hassle from your to-do list. We have access to a huge breadth of contract specialists and when you work with us, you’ll only have to deal with one quote process, one supplier and one invoice. We take care of the individual admin processes for each person you work with, saving you valuable time to do what’s important to you and your business.

 One downfall of using multiple suppliers, is that you can’t always guarantee they’ll have the skills or experience you require and time is often lost in logistics and communication orchestrating the project. Poor effort, lack of knowledge and shoddy craftsmanship can be damaging, not only to your product but to your schedule. By outsourcing to an efficient, audited and professional company, you will succeed in making yourself and your projects successful. That’s why it’s essential to trust the professionals you engage with. At Romax, we take care of the filtering process for you. We’ll ensure that only highly trained and motivated professionals are appointed to take care of your projects, allowing you peace of mind.

All that extra time you’ll save means you can put your resources into delivering quality projects for your clients. You’ll have the freedom to focus on your in-house team, making sure they have everything they need to get the job done. All the while, your brilliant team of outsourced specialists will be contributing to the workflow, rather than slowing it down.

 Deliver to your customers faster Become more cost effective

 When you take into account the cost of staffing your in-house team, outsourcing can often be a highly cost-effective solution. Whether you’re bringing in an entire creative team, or just one specialist for a specific project, the time and money saved on finding that perfect person and then employing them directly can become considerable. Add to that the administration staff required to manage a wide and varied team of individuals, and the costs continue to rise. By using a marketing services company like Romax, you can concentrate funds on your core business provisions, without becoming distracted by additional administration costs.