September 30, 2020

Reduce the carbon footprint of your communications

Communication is vital in our world, it connects and informs, improving our life with knowledge whilst providing business and the consumer with choice and benefits. Understanding how to reduce the carbon footprint of your communications plays a big part in your brand strategy and planning.

All communication has an impact on our world in terms of a carbon footprint. Managing your communication so that only necessary and appropriate communications are sent out is a matter of proper data management (so only relevant messages are sent to the correct target audiance) and that your message is sent via the most appropriate medium (appropriate to cost, consumer GDPR preferences and value return).

When you start planning your customer journey and communication strategy and inline with most organisations’ desire to reduce their carbon footprint, it is vital therefore to have a full knowledge of the impact of your overall brand communications.

New research commissioned by energy company, OVO, has revealed that sending and receiving emails has a huge carbon footprint. Over 64 million unnecessary emails are sent by Brits everyday, and the study found that UK adults could make one small change to the save over 16,433 tonnes of carbon per year. (OVO Energy, 2019) This phenomenal amount of carbon could be reduced simply by each adult sending one less ‘unactionable’ email per day.

The study found that almost three quarters (72%) of the UK are completely unaware of the carbon footprint associated with email, with 49% of Britons confessing to sending unnecessary emails to a colleague or friend within talking distance every single day.

Sending just one less email a day would reduce our collective carbon output by the equivalent of 81,152 flights to Madrid or taking 3,334 diesel cars off the road.

“Whilst the carbon footprint of an email isn’t huge, it’s a great illustration of the broader principle that cutting the waste out of our lives is good for our well-being and good for the environment,” says Mike Berners-Lee, author, researcher and brother of Tim, inventor of the World Wide Web. “Every time we take a small step towards changing our behaviour, be that sending fewer emails or carrying a reusable coffee cup, we need to treat it as a reminder to ourselves and others that we care even more about the really big carbon decisions.”

Paper communication is one of the few truly sustainable products

Paper is based on wood, a natural and renewable material. As young trees grow they absorb CO2 from the atmosphere. Furthermore, as a wood product, paper also continues to store carbon throughout its lifetime.

The paper industry has a number of respected certification schemes ensuring the paper you use has come from a sustainable forest source. The two most recognisable certifications are the Forest Stewardship Council® (FSC®) and the Programme for the Endorsement of Forest Certification (PEFC™).

Both PEFC and FSC are committed to achieving the same objectives – the certification of forests to credible, independently verified standards of responsible forest management, and focus on conserving the natural habitats of plants and animals and respecting the rights of forestry workers and local communities. Both PEFC and FSC operate a robust chain of custody schemes that track wood and wood fibre through every step of the supply chain, from the forest to the end-user. For more information see Two Sides

Romax provides a balanced communciation service that starts with data analysis to ensure that there is no wasted costs or unncessary communication sent whatever media is used. Our carbon-balanced status and environmental credentials provide clients with assurance that their campaigns have the lowest environmental impact.

March 24, 2020

Let’s make your customer communication personal!

When you have a business with lots of different customers – or several different groups of people you communicate with, a one-size-fits-all approach isn’t effective. People respond much better when your communication is specific to them and their needs.

This may sound like something only huge organisations can afford, but actually it’s accessible for smaller companies too.

Creating personalised automated communications involves three elements:

  1. A design or a template for the mailing
  2. A set of data with the information for each recipient
  3. The software that processes the data using a set of rules

At Romax we use a software called Quadient Inspire (we just call it Inspire!) to set up the rules that can do all kinds of things, such as:

  • Personalise the salutation – so it says Dear Chris, rather than Dear Customer.
  • Add customer-specific information in either the body of a letter – such as the last purchase or current statement amount
  • Create customer-specific vouchers or offers based on that customer’s buying patterns.

This is just a very small sample of the possibilities.

If you are a membership organisation you may have many different member profiles. You may have single members, couples and family memberships. Some may be day members, some pay a monthly subscription, others buy an annual membership.

Some organisations have 30 or 40 different profiles – and different communications can be created for each of these, simply by using data-focused rules that drive variable content.

Then it’s all automated.

What does this do for our clients?

Our system has lots of firepowers, but is agile, flexible and works for organisations of any size. It’s not confined to mail that is posted. It also manages multi-media, web, email and SMS. It is a true service that provides managed Integrated Customer Communication.

  • You can send automated daily/weekly/monthly feeds and, simply by uploading the latest data, personalised communications can be created and sent out at the click of a button (or two).

Example: Car manufacturer use our system for their after-sales communications, to remind customers of service & MOT dates. Weekly communications go out by postcard, email or text, on time and without them having to do anything further once that customer is in the system.

  • You can set up rules so that if a customer disengages to move to another supplier, an automated mailout goes to them right away.
  • The system can create documents on demand, so, if someone purchases a product, such as an insurance policy, they’ll get an immediate email with their personalised documentation included as a pdf followed by physical documents.
  • If someone joins your organisation as a member, the relevant membership information can go out the same day – personalised to that specific member profile.

Example:  The V&A has 30-40 marketing profiles – and this system has reduced their lead time by about a week.

  • If you’re a smaller organisation, your responses can be faster with a more flexible approach to impress your customers.
  • You can access your look-up table of profiles and change the message in individual profile – and this can then go out right away.
  • You can have your mail tracked to anywhere in the world, if necessary.

Example: A pension fund needed to send out annual statements with nearly three dozen different customer profiles. These used to be programmed in-house – now they simply send their data and we set up everything, saving them weeks and weeks of work.

Is your organisation missing opportunities? Why don’t you give us a call on 020 8293 8550?

July 10, 2019

Successful Take-off: Elements of a Memorable Product Launch

After months – or even years – of conceptualising, experimenting, and prototyping, you’ve finally landed on a product that’s ready to be launched. It’s overwhelming as it is exciting. What if no one finds it interesting? What if no one comes to the launch?

These feelings are all valid. You don’t want to waste all the time, effort, and money you spent on development, after all. As such, it’s only natural to go out of your way to create a product launch that people will remember for a while. Here are a few recommendations on how you can make your product launch as striking as your product.

Make Sure Your Product Is Ready

One of the recent (potential) product launch fails was Samsung’s Galaxy Fold. As its name suggests, it’s a 4.6-inch phone that unfolds into a whopping 7.3-inch tablet. While Samsung claims the product was tested to fold 200,000 times without any problems, user reviews painted a different picture.

Tech publications like The Verge reported that their review units’ screens broke after only days of use. People soon found out that the space between the hinge and the display itself can form a hole, where dust and other particles can get in and damage the internal parts of the screen after repeated use. As such, the tech giant owned up to its mistakes and pushed the release date to an indefinite time.

Testing products with a machine can help you gauge the durability and functionality of your product, but nothing matches real-life testing by users. Once you have a prototype, have a few people use it regularly. If it’s industry-specific, tap a few of your partners to test the product out. This way, you get to find vulnerabilities in everyday applications, which is something you really can’t achieve with a robot arm.

Have an Intimate or Exclusive Launch

You don’t want your product to launch at the same time as your competitor’s. The risk of getting overshadowed or compared is just too much. There’s a reason why big companies such as Apple have opted out of releasing their products in huge functions like the Consumer Electronics Show (CES) in favour of their own event.

If you’re a start-up, launching in conventions like the CES may get you the chance to net customers and investors. However, your own event, no matter how big or small the venue is, lets your audience focus on your product and company alone.

Establish Meaningful Engagements

You probably have a profile or at least an idea of who will use your product regularly. As such, you should create a buzz through the channels they use to communicate. Here at Romax, we recommend using email marketing to reach businesses. As for customers, you may want to utilise a combination of social media and direct mail marketing. This way, you can directly engage your target market and get them excited.

Product launches can be pretty scary, especially if you’re only starting your business. Ensure that you have an honest product and you’re creating a buzz among your audience through targeted messages. All of the time and effort you invest will pay off when you see the orders coming in.

Get a Reliable Customer Communication Partner

If you want to have a successful product launch, you need to partner with a reliable Customer Communication firm to make sure your messages find the right people at the right time. Romax offers data-driven business-to-business and business-to-customer Customer Communication Management. We achieve results through offline methods like direct mail and online channels like email. We use only the latest equipment and techniques to make sure we meet your marketing needs.

Contact us today to get your message out there.

March 12, 2019

Romax Listed Amongst Top Direct Marketing Companies!

Since 1997, we have supplied data-driven communication services to organizations seeking to outsource production, improve quality and make savings in both marketing, membership and operational based compensation. We are experts in direct marketing strategies and our capabilities have not gone unnoticed. Above all, in Clutch’s recent research, we have been named among the top direct marketing companies in the UK!

top direct marketing

Based in the heart of Washington DC. Clutch is connecting small, medium, and large enterprises alike to business solutions that will assist them in overcoming their next business challenge. Furthermore, Clutch ranks companies based on a unique methodology that stems from technical capabilities, market presence, and verified-unbiased client reviews. Just recently, we have received our first review on Clutch. And already the feedback is more than we could have expected. Take a look:

top direct marketing

We would like to thank our amazing clients for their amazing support throughout the years. And Clutch for including us in their research into top direct marketing companies in the UK. We look forward to keeping up the success as we look onward!

November 20, 2018

Communicating the Single Customer View

Successful Organisations are Built on Successful Communication

Successful Communication is only achievable through a well-managed deliberate process. Organisations may have data that allows them a Single Customer View of their activities. But how do you ensure that all of your data-driven customer communication that originates from each area of the business remains relevant and on Brand?

 

Brand Safeguarding

All organisations struggle to keep on brand across a multitude of communication platforms. The operational department often needs to make compromises. And employees will not always communicate the business following brand guidelines. Damage limitation is key to this process. And finding a way to improve the way your brand is communicated that is manageable, flexible, simply updated and scalable is every business’ Nirvana!

 

Customer Journey

We all know that to convert a new consumer customer can take an average of approximately 8 touch points before the enquiry. Converting that lead into a customer and then retaining that customer also needs a clearly defined brand focussed communication plan.

Winning the business only the start. All new clients go through an onboarding process, the more complicated the service the more critical that process is. To ensure that your clients see this ‘honeymoon’ process as well-managed and slick, communicated professionally, they will further endorse and congratulate their own decision to choose you, making onward recommendations of your brand more favourable.

Introduce all new products or services properly to the new subscriber, making them feel satisfied with their choice. To ‘Under Promise and Over Deliver’ is always the way to make your brand shine out. Promising what you can’t deliver will burn the bridge of you new relationship immediately. And will undoing all that hard work in marketing and sales to win it in the first place.

 

Post-Sale Customer Touch Points

These forgotten but vital communications during the customer journey. They can enhance – or damage – your brand affecting the longevity of your customer life.

Poor presentation across operational departments can damage the brand. Accounts/Operations/presenting a different message to Sales and Marketing. Keeping these messages On Brand across all of your data-driven communications very often requires a service provider that is responsible for it.

 

Modern customers want a business that is above reproach, transparent and focussed on their personal needs. You should see customers as both unique and on trend. Your business needs to be aware that to win and retain their loyalty it is the business that must demonstrate, through their brand and communication, your brand’s loyalty to them.

What is your brand doing for your customer? How do you keep that message communicated at every touch point? And allow for two-way communication, feedback loops via data centres that allow your clients to interact and improve their own experience. As well as providing you with invaluable business intelligence data. To ensure that data-driven customer communication is structured, consistent and driven by the vision of your organisation rather than for it to be diluted across departments your business needs complete a review of your communication platforms with a view to aligning them all to the central goals of the business.

From our experience working with many clients, this can be a challenging but hugely beneficial process. Streamlining communication and safeguarding your brand, keeping it on message through an experienced communication management company will reduce your work and improve your results.

December 4, 2014

Increase Customer Engagement Over Christmas With Direct Mail

Increase customer engagement over Christmas with direct mail

Getting customers interested in or engaged with your brand during the Christmas season can be tricky. While consumers are more willing to spend their hard-earned money during this time of year, they’re also bombarded by adverts and seasonal marketing campaigns, all clamouring for their attention. As such, it can be difficult for any single business to stand out from the crowd and really engage them. So how can your business grab the customer’s attention? The answer, of course, is direct mail.

Sending out physical mail to attract customers  has several undeniable advantages over other forms of advertisement. The directness of one personalised form of advertising in the modern world is an advantage in itself. Consumers might see hundreds of televised and online ads throughout the course of the day, but the amount of promotional material they receive in the mail will be much more limited. This means they’re more likely to remember content from a supplier using a direct mail campaign, because it does not have to compete with reams of similar content. However, this is not the only advantage offered by direct mail advertising.

Unlike other forms of marketing, direct mail has a tactile quality, and this is its key strength. Whether you’re reaffirming bonds with existing customers or trying to recruit new ones, it’s important to remember that consumers respond well to material they can hold in their own hands. Mail of any sort has a more personal quality to it than other forms of communication, simply because humans form a deeper connection with things they can physically hold than with more intangible forms of content. Your business can use this to create an emotional bond with potential customers, by cultivating the image of a business which cares enough to send out real, physical mail to its valued patrons. Even in today’s hectic modern world, consumers still value businesses that demonstrate a friendly and caring attitude to their customers.

Direct mail marketing has to be used with care, clean and correct data is the key to success, but if deployed correctly, it can really help your business grab customers’ attention in at any time of year. Make time to take advantage of the benefits offered by direct mail marketing, so act now to get the best results possible!

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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