February 25, 2020

Saving costs while increasing engagement | SHEIN Case Study

Case study

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

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

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

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


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

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

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

What SHEIN told us:

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

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

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

February 18, 2020

Data Cleansing: Ensuring Accurate Data for Business Growth

Organisations around the world depend on accurate data to fuel their marketing campaigns. Whether it’s the customer’s contact information or buying history, these allow companies to create targeted campaigns to boost the return of their marketing budget.

A study by the Harvard Business Review in 2017 showed that most companies don’t know how to make the most of their data. Organisations actively use less than half of their structured data, and analysts spend most of their time finding and arranging data.

This is where data management services like Romax come in. Through effective data management, you can make sure that the data you’ve collected provides significant value to your business—more specifically, to your marketing initiatives.

Data Cleansing and Its Importance

Data cleansing is one of the methods used by data management services to make sure that data is accurate and valuable. It is the process of detecting, correcting and removing corrupt or incorrect records from a database.

Your business can achieve several benefits by cleansing data, some of which are:

  • Better Decision Making

Accurate information is important in decision-making processes. Data cleansing helps provide information that supports better business analytics. This helps you make better decisions that will add to the success of your organisation.

  • Enhanced Efficiency

Clean data ensures that you can improve how you attract customers. By having a list of accurate data, you can get higher returns on your direct marketing efforts because you won’t encounter email bounces or returned mail.

  • Improved Productivity

Having a clean database lets your employees make the best use of their work hours. Your staff won’t have to contact customers with outdated information. Data cleansing also reduces the risk of fraud from employees who have access to customer and merchant information.

  • Increased Results and Revenue

Clean data leads to a greater return on investment on marketing and communication campaigns. It helps you deliver a targeted and consistent message to the right audiences, which leads to a higher response rate. Increased responses and engagements help drive revenue and meet business goals.

How Data Cleansing Works

An effective data cleansing process is the key to gaining the benefits of clean and accurate data. Although the method depends on the organisation and on the data management service, data cleansing can be done through these four simple steps:

  1. Data Audit. Examine all databases to identify irregularities and inaccuracies. Look for the root cause of the problem to avoid future inaccuracies.
  2. Use of Multiple Data Cleansing Methods. This involves the removal of typographical errors, the validation and correction of errors and making data more cohesive (such as the change of “street” to “st”).
  3. Data Consolidation. Customer information such as addresses, phone numbers and additional contacts are combined.
  4. Data Deletion. Inaccurate information is deleted from the database.

Information like addresses, phone numbers and companies change frequently, so data cleansing is not a one-time process. By regularly updating your database, you can ensure that the data your organisation is using is consistently accurate.

Data Cleansing Services by Romax

As one of the leading data management specialists in the UK, Romax has earned the trust of many organisations in the country, including Emma Bridgewater, the National Theatre and ZSL Membership. Through our data cleansing services, we help you prevent customer loss and improve target across your campaigns.

Our data cleansing services include: deduplication, mortality register, movers and gone aways, postcode and address format accuracy and salutation creation. Our team conducts a full audit of your database and customises our solutions for the best outcome.

Talk to us and see how we can work together. Fill out our contact form or call +44 (0) 20 8293 8550.

February 4, 2020

Can we help save you time and money?

Every activity in your company uses either physical resources, human intervention and, of course, time. However, there are many things that are time-consuming (and often not very exciting for your staff to do). These cost money and often use resources unnecessarily.

Data cleaning

For instance, when you have one or more lists of contacts that you send information to, we can:

  • Remove duplicate contacts so people don’t get two copies of direct mail campaigns
  • Get deceased data removed so relatives won’t receive mail for someone who has passed away
  • Update customer contact information – so addresses are checked to ensure that mail goes to the latest address, not into the recycling at an old address.

This saves paper, saves postage and saves your company money.

Reduce your postage costs

The cost of a stamp adds to the cost of every piece of direct mail.  With Romax as your partner, we can help to bring that cost down.  If your mail isn’t urgent we can resource economy mailing services or apply for Royal Mail incentives for bulk mailings to reduce your postage by as much as 50%. 

We can also reduce your costs by sorting mail in-house so the chosen mailing service has less work to do – and you benefit from lower rates.

Save your time

When direct mail items are returned – perhaps because the addressee has moved – it takes time to sort these out and amend your records. Romax can do all that for you collating the information and providing a list of amendments for your data input team.

You can also ask us about stock management to get better prices for bulk buying and saving on expensive last-minute impulse buys.

To further reduce both your time investment and overall costs you might consider an end-to-end service so everything is under one umbrella.  It saves time, saves money and you’ll benefit from our expert advice and experience when we can see the big picture and make suggestions to improve your campaigns.

If we can’t do it, we know someone who can – and we know who will deliver top quality results.

December 18, 2018

To Clean or Not to clean data that is the question…

So, why clean your data? Here at Romax, we are of the belief that less is more. Why send your personalised direct mail campaigns to incorrect addresses? It really does defeat the object of what you are trying to achieve.

Data Decay

Around 1.5 million people move house each year and over 500,000 people, unfortunately, passed away. This level of constant change can lead to data decaying at rates of over 30% per year for some organisations. The Office of National Statistics estimates up to 110 items of mail can be sent to the deceased in the 12 months after their death.

Sending mail to people who have died or moved house is just a waste of printing and postage costs. When a business chooses to send mail without removing these recipients the only message being communicated is ‘the brand does not care about its customers’. Relatives of the deceased or new occupants are highly likely to see the brand negatively when they receive this type of mail.

Increasing response rates

Remove the inevitably unresponsive records from the mail file. Response rates will increase and the overall cost of the campaign can be reduced. You will save on the printing, enclosing and postage costs.

Options to look at relocation files is a very good idea. If a customer moves it makes sense if they have an affinity to your brand to follow them to their new address. Cost of acquisition is far more than retention. So this offers an extremely cost-effective solution.


Of course, then we mention GDPR. The responsibility of the data owner to take all reasonable steps. And ensure all personal information kept on record is regularly screened and updated or deleted. Using a bureau service such as ours will ensure you are taking this responsibility seriously along with our audit reports which can act as evidence of this.


Romax offers all the major data suppression files for the UK, in our market-leading data processing solution. This allows us to simply run an audit onsite, so your data isn’t being given to 3rd parties and so not losing control of your data. A free health check on your data will be returned to show the results and how we can improve it.  

In summary, we are of the opinion of why wouldn’t you? Mailing costs are reduced, and data is improved all resulting in better ROI on your Direct Mail campaign.

February 25, 2016

Data Can Make or Break Your Marketing Campaign

Your marketing data is constantly evolving and changing.

Without an in-depth overview of how clean and accurate your lists are. The socio-geographic make up. The individual’s Spending Power. Their Status along with other Big Data insights, you simply cannot make a genuinely strategic marketing decision.

Data Cleansing

According to Office of National Statistics (ONS) Over 500,000 people pass-away every year. 4 million people move house. Customer data deteriorates rapidly. In fact, if you fail to maintain it, you will find that much of it is useless within three years.

Data should be the starting block for all marketing campaigns

So to assist you in planning your marketing message, targeting the correct individuals with the correct offer, and most importantly knowing just how clean your main income generating resource actually is. You should check and analyse your databases thoroughly before you even start the design process.

Data Cleansing for Business

Stretch your budget further! Only mail to those who will respond, use these savings from a reduction in mailing volume to increase the impact of your mailing pack. The last thing you want is bags of returned mail that need both managing and have cost you money to produce!

Have your data analysed by a reputable company that is ISO 27001 Data Management and Security accredited. A FREE Data Audit* will assist you in planning your marketing message, targeting the correct individuals with the correct offer, and most importantly knowing just how clean your database actually is!

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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August 28, 2015

Doing the Data Hokey-Cokey

Are you Doing the Data Hokey-Cokey?


You put your tick box in;

You take your tick box out;

In Out, In Out – Shake it all about;

You do the Data Hokey-Cokey;

And you turn yourself around;

That’s what it’s all about….

OOOOOOoooo The Hokey Cokey  


Although you’re now humming what has to be one of the life’s most annoying songs, it does raise a serious question around data; the use and storage of data and how to use data successfully to improve your business.

At every point of customer interaction there are questions asked of clients and data to capture: Opt-in  Opt-Out, Cookies On – Cookies Off, Contact me via email, telephone, mail, text, ALL or none of the above. How far and how much should you push it when seeking to obtain client information to avoid a backlash – it is a legal and moral minefield – but one that when managed correctly is a route to wealth and income generation for any organisation and a way to actually engage your clients with a positive brand experience.

What is the answer? Well how long is a piece of string, it depends on the organisation, the product and service of course, but here are a few pointers:

  • Slowly – Slowly A little bit at a time. There is nothing more off-putting for a new client particularly in a Retail/Consumer environment to have to complete metaphorical ‘reams’ of forms in order to buy a basic product or gift. Payment details and an autofilled delivery address (using a PAF based product)  is quick, easy and less likely to frustrate approach. Leave it there – get the product out get it delivered then send a thank you. Certainly, do NOT start bombarding the client with daily emails. Let them get to know you first before you start phase 2 of customer engagement. Accurate and
  • Accessible Data: The accurate collation of data in a cross- organisational, structured manner allows for readily accessible data which allows for easy analysis. All too often organisations run multiple databases, managed departmentally under a bunker mentality. Remember, the organisation owns the data, not sales, or marketing or membership, or operations, or finance. Successful organisations have one goal in mind and understanding your data is the key to achieving it. A truly
  • client focused approach to the data management includes all of the touch points from marketing, sales interaction, delivery and returns and accounts as well as product feedback and client services. Allowing your client a clear flexible, easily accessible method of interacting with you, but above all provides them the media of their choice, to contact you. Your outbound marketing should follow that same media as a general rule. If I want email communication – send it to me. If I want a letter or statement – send it to me – don’t penalise me for it by charging me more, where’s the customer choice in that?
  • Keep it Fresh – Data Mining and Cleansing Be bold  – Your data is the profit creator as well not a drain on finance if not managed correctly. You invest in new products, new services, new equipment, upgrades to premises, but what investment do you make in your database, it is the critical tool which must be fully maintained cleaned and remain current.


At any one point your data is like an apple, the central core of data is solid it contains the seeds of growth for the next generation of business. The outer fruit is the current cash generator, but this largest mass of the fruit is the bit that is more fickle, they have tasted your product but have not fully bought into the core ideology and brand with total allegiance. This section of your client base can easily be bitten away by a competitor leaving a chunk missing. The skin of your apple is the shop front, a shiny fresh, polished and attractive exterior is the attraction for new business – “Come Take a Bite” taste the crisp, fresh and juicy brand; Ignore the other battered, bruised, dull and dated brands on the shelf. Refreshing your appeal is the challenge and managing your data and targeting the right message to the appropriate segment of your data at the right time is the key.

Of course, marketing above the line is driven from knowledge of your data too. Who are they, where are they, what are their patterns. Understanding this means you understand where future customers will come from. There’s that database again! Marketing is a science that drives art – Not art that drives science.

We love creative, we love the image, great content and copy, but messages must be sent to the appropriate audience based on analysis of the likes and patterns of those segmented groups. Creative that has the ability to provide one underlying message across a varied audience is a skill that pulls on data first, that drives the message that creates the copy. Otherwise, your dancing the hokey-cokey in the dark – and that’s risky!

So doing the data hokey-Cokey and managing your data can feel like a constant dance, and can often feel as tiresome as joining in the Hokey-Cokey at ‘that’ party – it requires massive effort but once you’re in it you have a good time. Don’t be an onlooker join in, it’s the cool crowd that don’t take part mocking but who will end up with egg on their face?


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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August 10, 2015

7 Reasons Not To Update Your Marketing Data

OK – we had you going there for a minute. Of course we don’t agree with the title of this blog, but here are 7 tongue-in-cheek reasons why some poor fool might choose not to keep their database as the source of their business profit and growth strategy.


1. You have way too many customers already

Too many customers? We should all be so lucky! Unless you’re operating in a very niche market, this is not something you’re likely to hear from many Marketing Managers or Managing Directors.

Even when things are going well, all businesses should be looking to find new customers, generate more sales, increase ROI, boost response rates and improve brand visibility in their sectors. Clean, fresh and targeted data is the key.

2. Business Growth is Boring – You like to keep things small

Your database might contain 1,000 existing customers and highly-targeted prospects. And you’re getting some great results out of it.

That’s great! But imagine the results you could get if you analysed the common traits of these customers, and added brand new prospects which match the same criteria…

A good data specialist can analyse your database and supply new sales leads with profiles similar to those of your best customers. There are undoubtedly a lot of untapped markets you’re currently missing.

3. A leaky bucket is part of business – Right?

If you’re not actively seeking new customers, you’re actually moving backwards. Retaining existing customers is a huge part of your business, but you can’t grow without new ones. You cannot stop some attrition, but you can put the brakes on it and extend the client lifecyle through great engaging marketing.

And that means seeking ways to improve your operations, from cleaning and extending your CRM database to improving sales techniques.


4. You think ignorance is bliss

You may know your database is in great shape. Alternatively you may accept that it’s a little unhealthy. But in most cases, the true quality of your existing database is often unknown.

Many clients are shocked when we show them what’s right under their noses. You can reveal the untapped potential within your own database and perform procedures that can increase return on investment; you might just need a little help.

5. You’re happy marketing to every man and his dog

“Get a list of 5,000,000 B2B email addresses for £50!” Not only will this risk your business authenticity and brand, but it will also most likely come from at best a dubious source. Data protection is a paramount concern in the direct marketing industry – risk of data loss or use of unauthorised data is simply not an option

6. You think data management and update costs are too high.

All to often the management and control of databases falls to the intern or marketing officer in your organisation. inexperience in data management will not only lead to error but will not allow for correct analysis. The true cost of NOT keeping on top of your database is the loss of business, attrition of clients and increased spend on recruiting new clients.

 7. You like spending lots of your marketing budget on unqualified leads or lapsed clients

Not having a true handle on your data and the message to send to each segment of data means that you are printing, emailing, contacting and posting to clients that are either not there, or have moved on. Gone-Aways, Movers, Deceased, non recent spenders. If you don’t update your data, then you are communicating in absentia. What a waste!

If you do want to review your data strategy and update your marketing data, please get in touch. romax.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

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April 30, 2015

Enhancing Customer Data Reduces Costs, Risk and Improves ROI

Enhancing customer data reduces costs, risk and improves ROI


Basing your marketing strategy and content on data is a sure fire way to guarantee that your marketing communications resonate with your intended audience. Failure to gather data and then use this as the foundation for all subsequent marketing decisions will mean that much of your money and time risks being wasted.  Be targeted. Be relevant. Be successful.

Marketing data allows you to build a picture of the needs and circumstances of your customer base. In today’s data heavy world – over 97% of the world’s data has been created in the last two years – it is a resource that you cannot afford to neglect. Whether your company operates in a B2B or B2C marketplace, data is an incredibly powerful tool that can transform the effectiveness of your marketing communications. It is possible to interpret various pieces of information about your customers from relatively small amounts of data.

By enhancing customer data, you achieve a clearly defined picture of each customer, it allows you to build relationships with each customer based on communications that develop a customer’s trust in your brand. Direct mail campaigns, like any other marketing channel, rely heavily on high quality data to ensure a strong return on investment (ROI). As a result, it is also important for companies to maintain the quality and accuracy of their data. So, as part of offering a service delivering cost effective and appealing mail campaigns, Romax assist customers in maintaining the quality of data at their disposal.  A typical problem for companies collecting customer data is when people move house.


According to the Office of National Statistics, 4 million people move house every year! Clearly, this fact can have a huge impact on a mail-based marketing campaign. In fact, we consider that the vast majority of data is rendered useless after three years. Fortunately, Romax are able to identify and remove inaccurate data and ensure that your time, effort and budget is spent marketing to genuine prospects.

Our Customer Data Enhancement service can add further key details to your customer database. This service allows companies to identify key characteristics of a target audience; those most likely to drive customer acquisition. The Customer Data Enhancement Service leads to costs being saved, a more powerful campaign and as an added bonus – compliance with the data protection act. Various information such as an individual’s age, sex, marital status and even financial stress can be added to your existing data. See Example Report HERE


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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January 31, 2015

List Management How Ready are You for Your Campaigns?

List management how ready are you for your campaigns?

You may be wondering who some of the people on your database actually are, how they came to be there, whether they have changed their address – or name – have moved, and so on, when did they last purchase or donate, let alone interact with you an organistion. You might be curious whether they actually remember you, know much about you, recall how you came to be bound together.
Whenever your business period of trading is, your data is the most important asset, but unfortunately not the most cared for asset. It’s vital at any time, to be working  with and investing in your data lists, so that you can trust, that they will deliver the live prospects so vital to your success during your busy period. Now is the time to make your data the valuable asset it should be.

This is where our experienced and professional team here at Romax truly come into their own. For almost twenty years now, we have delivered the standard of data that makes a campaign, rather than leaving you with the kind that can simply break one. We know, that inaccurate data can be disastrous to the results.

We are committed to delivering the level of clean and accurate data that you should always demand. We look at key areas, such as ensuring the accuracy of both postcodes and address formats, considering movers and gone-aways, and of course, mortality registers. The Romax team uses our wide experience with data mining, manipulation and aggregation techniques to build and deliver clean and accurate data, which is reliable and ready-to-use; thanks in no small part to our unique 22-point check on all data that we receive.

Our aim is to help you gain the maximum return on investment during your key business season – and year round. This is done through the development of strategic direct marketing plans across all the media channels you choose to use, to support your carefully-crafted creative activities.

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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