November 30, 2020

Award winning Romax

This year a new distinction, The Clutch 100 Award was created and Romax was a success applicant. This award, part of Clutch’s Global Leader Awards Program highlights the recipients of this award on a global scale, as exceptional suppliers.

The announcement made on november 30th 2020, meant a lot to all of the team at Romax and we would like to thank our customers for their support and praises that helped boost our chance of winning.

We are exceptionally proud of the work that we produce for our clients and many of these projects are highlighted on our case study page.

At Romax, we are an ambitious and nimble business confidently selling our expertise, forging ahead in our sector and enjoying growing together. We are inquisitive, open, progressive people who value honesty and want to build mutually beneficial and respectful relationships. We take time to recognise what each other brings and we know we are strong together.

Our annual customer survey consistently gives us a client rating of 4 or higher out of 5 for over 90% of our services. Working with blue chip clients across the automotive, retail, finance and membership sectors, we will shortly be celebrating 25 years of service. We hope to continue to be seen as the award winning Romax for many years to come!

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.

Establishing Routines

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.

Switching Off

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.

Thinking Long-Term

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:

https://www.marketreach.co.uk/mail-matters-more-than-ever-s

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.

July 24, 2019

Direct Mail Marketing: Communicate to Your Audience Directly

A survey shows that 76 per cent of small businesses practice online marketing, while only 14 per cent are still using offline methods, like direct mail. They spend up to £5000 a year on marketing, but the majority of the cost goes to online methods. But not all businesses find online marketing easy, and some of them struggle to keep up.

Despite the advantages of online marketing, direct mail marketing can still help grow your business. According to the Direct Marketing Association (DMA), direct mail achieves 4.4 per cent response rate while email gets 0.12 per cent. 

At Romax, we can help you communicate with your audience directly with our comprehensive direct mail marketing services. This type of marketing stays relevant because it contributes to higher brand recall.

A Highly Targeted Marketing Strategy

Identifying your target market is crucial to growing a business. Knowing who your market allows you to understand their needs and how you can provide a solution to those needs. 

Direct mail marketing is a highly targeted approach to marketing. Through this method, you can deliver your message directly to your audience, which helps build a personal connection. You can purchase a mailing list of your potential customers from distributors like DMA.

Additionally, Royal Mail’s Partially Addressed Mail is one initiative that helps businesses reach target customers and boost acquisition strategies. This initiative is also General Data Protection Regulation (GDPR) compliant because you’re not using personal data. Instead of the recipient’s name, you should refer to them as a ‘Valued Customer’. You can reach up to 30 per cent more households compared to a personalised cold mailing list. 

Capturing Your Audience’s Interest

Your direct mail marketing can generate more responses if your materials grab your audience’s attention within eight seconds. That’s how long you have to attract them, which means using eye-catching images to convey your message.

Using larger mailers, unique images and bright colours can help gain attention because the brain processes images faster than text. Make sure that your headline is in a large, easy-to-read font that drives curiosity. 

By all means, you can be creative with your mail marketing materials, but it may unwise to overdo it. Your goal is still to inform your readers about your products or services, so keep your copy simple and clear. 

Produce Quality Direct Mail Campaigns

The DMA survey explains advances in printing quality and creative use of envelopes contribute to the popularity of direct mail marketing. You should invest in quality materials to enhance the experience of your target customers. Mail marketing requires more interactions compared to opening an email, so you have to make it worthwhile for the consumers. 

Our team can assist you in creating direct mail campaigns that generate responses. Our services focus on customer acquisition, retention and other opportunities. We dedicate time to understand your goals and provide suggestions to improve your design, print and production elements to maximise your ROI.

Contact us today, and let us tailor a cost-effective mail marketing solution for your business.

May 2, 2019

The Power of Touch Marketing and Direct Mail

We all know that skin is the largest organ in the body. Given that skin is largely responsible for touch sensations, it makes you wonder why some marketers underestimate the influence of touch on a buyer’s decision-making process.

Touch can build a connection between the buyer and the seller, between the customer and the product. When a consumer has something to hold, it creates a sense of psychological ownership, driving must-have purchase decisions through an emotional experience.

Creating an Emotional Experience

Research shows that customers can feel a wide range of emotions, both positive and negative, before deciding to buy. Many factors contribute to these emotions, from the atmosphere of the store to the intention behind the purchase.

A marketing strategy that elicits a predominantly positive emotional response from customers is one that engages the sense of touch. When a customer interacts with a promotional item or a product, it affects their mood, behaviour and spending habits.

Paper Ads and Direct Mail

True Impact, a Canadian neuromarketing firm, studied effective touch marketing methods for brand recall. The goal of the study was to compare the effects of direct mail marketing with digital media, such as email and display ads.

The researchers used advanced eye-tracking as well as high-resolution electroencephalogram (EEG) brain wave measurement to test which ads were easily understood, which ones grabbed people’s attention and which ones persuaded customers to buy a product. They also sent out questionnaires to the respondents for a more accurate analysis.

Their conclusion? Direct mail was easier to process psychologically and provided better brand recall than digital media. The former requires 21 per cent less cognitive effort to process than the latter. This is because direct mail, or any physical marketing strategy, requires both visual and tactile sensations to do the work.

Some of the leading examples for efficient physical touchpoints for direct mail marketing include:

  • Flyers
  • Brochures
  • Printed cards
  • Product samples
  • Branded apparel

Science clearly shows that – despite the rise of the digital age and eCommerce – paper still has a powerful impact on the customer. Print delivers rich, vivid images that trigger tactile stimuli. It also serves as a more professional way of communicating detailed information that may require longer periods of reading.

As a marketer, it is best to take advantage of both physical and digital efforts. This way, you maximise your reach and achieve better results.

Direct Mail Marketing Campaign with Romax

At Romax, we communicate your message to your customers in the most effective way possible. We offer Direct Marketing Services that are designed to boost response rates and speed up your return on investment. Working closely with you we ensure that every aspect of your marketing strategy represents your business and vision.

We deliver your direct mail communications across the UK and overseas. If you need guidance and support, we’ll be glad to help.

Get in touch with us today for tailored and cost-effective services. Call us on +44 (0) 20 8293 8550 or email us at hello@romax.co.uk.

January 8, 2019

How can you save on Direct marketing with Royal Mail?

Running a direct mail campaign, despite the beneficial return and ROI it brings in, can be costly. So, any savings that can be made are always welcome!  Paper, print and fulfilment cost can take a large slice of your marketing budget. However, when compared to the postage costs of the campaign the print and fulfilment usually only equates to roughly half of the cost; Postage being the other. Thankfully, Royal Mail are introducing various incentive schemes to cut the costs. Let us guide you through the existing and new incentives that Royal Mail are announcing in 2019.

 

Incentives were created to encourage marketers to use more Royal Mail postage services. There are various incentive schemes, but Royal Mail divides them by three main categories. You could be eligible for credits if you use Advertising, Business or Publishing mail.

 

Advertising mail

Additional 15% Off for First-time Users

If Direct Mail is a new, undiscovered channel to you, First-time User incentive scheme might be just right. You can earn postage credits for each of your first three mailings, provided you send a minimum of 10,000 items per mailing. Or if you are lapsed advertising mail customers with no spend on advertising mail services over the past 24 months, First-time User scheme will be suitable for you too.

 

 

Up to 15% Off for Testing and Innovation

Are you planning to extend your mailing database or increase the weight of your mailing campaign? You might be eligible for 15% incentive if you are running a campaign not less than 10,000 items. Or you could plan a series of new campaigns. However, they should not exceed 1m over the 6 months.

 

 

New, up to 15% off Growth and Volume incentive

Once you apply for Growth and Volume incentive, Royal Mail will determine your “baseline” based on the historical volumes and growing trend. To get a 7.5% discount, you need to commit to the volumes higher than your “baseline”. If you exceed the committed volume, you will be eligible for 15% credits. Such an incentive scheme is suitable for someone who is going to increase its mail advertising volumes in the next two year.

 

Business mail

Up to 30% Off for Testing and Innovation

Like advertising mail, to get Testing and Innovation incentive you can test new, larger format of the letter or try a new form of communication. For example, you can introduce a ‘welcome pack’ to promote retention. Your campaign should contain not less than 10,000 copies and can be sent as a series over 6 months up to 10m items.

 

 

New, 4% savings on Bank Statement volume Commitment Incentive

You can save 4% on the bank statements to your clients. Such an incentive is paid on a quarterly basis. However, to receive 4% incentive you will need to prove the volumes. The first year you are eligible for 2% incentive. If you reach 97% of committed volumes after year 1, then you will be automatically enrolled for 4% incentive for the year 2.

 

Publishing Mail

Up to 15% off New Customer Acquisition and Renewal Mailing

If you are the publisher, this incentive scheme might but just for you. It works similarly as testing and innovation incentive for advertising mail. Your campaign should contain not less than 10,000 copies and can be run for the period of 6-month.

 

 

Receive 30% discount for New Title Launch

It’s a great way to try if your new title will work. You can get up to 30% of credits back to your account if your quantity is not less than 10,000. You can also use this type of discount for the first 6 months from the launch date.

 

 

 

New, 2% Publishing Volume Commitment Incentive

The Publishing Volume Commitment Incentive supports the use of mail for the circulation of publishing titles. The Incentive rewards you if you post publishing mail volumes at the same level (or higher) than the year before entering the incentive. However, the minimum amount of the publications should be 250,000 a year.

 

 

Royal Mail incentive application rules could be quite challenging. And therefore, we are here for you. If you are in any doubt or want the advice, contact us and we will recommend what would be the best saving option for your direct mail campaign.

August 21, 2018

Seven Reasons Why Print Marketing is Still Relevant

Print marketing is not dead. In fact, it could be the next big opportunity for businesses. Here the seven reasons why…

 

ONE: Millennials respond to print marketing

 

Millennials are people born between the early 80s and the early 90s. They are said to be more digitally connected and media savvy than previous generations. They love the internet, smartphones; and they love consuming video content. However, they also love print. That’s according to research by Quad/Graphics which shows that Millennials respond more to printed communications than they do to email.

 

This is big news for print marketing. The biggest, most lucrative market loves print!

 

TWO: Its tactile nature gives it a real-world advantage

 

Printed material is tangible, something you can smell and touch. This tactile nature stimulates the brain, meaning your messages are more likely to be absorbed and the recipient is more likely to remember your brand.

 

Well, that’s according to a Millward Brown study (in conjunction with the Centre for Experimental Consumer Psychology at Bangor University) in which participants were exposed to print and digital material while having their brains scanned with fMRI technology.

 

Their conclusion:

 

‘The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation.’

 

The digital material simply didn’t elicit the same response.

 

So not only does print marketing appeal to millennials, it also appeals to people in general.

 

THREE: Print marketing can help businesses stand out and get noticed

 

A lot of online content goes unnoticed. Think of all the marketing emails you never open, all the ads you never click on. Production of digital content is constant and we kind of become blind to it. This makes it hard for businesses to stand out and get attention.

 

Print marketing can circumvent digital blind spots. It can help your brand be seen in a more meaningful and intimate way. It can bypass all the online noise, reach into the quiet space of a person’s life and grab their attention. A quirky, entertaining and intriguing mailshot that lands on someone’s doormat will likely surprise and delight the recipient, which means they’ll be more open to your messaging. And it will be all the more effective if it’s highly relevant, which is to say if it’s well-targeted.

 

Though there is a caveat. In order for direct print marketing to work, it can’t scream ‘Junkmail!’ The well-designed campaign will cut through the expectations. One way marketers are achieving this is through multidimensional and multisensory mailshots.

Direct Mail

 

 

FOUR: Print marketing has a higher trust value than digital marketing

 

The rise of cybercrime is a massive concern for people nowadays. Internet users are wary of phishing and malware scams, as well as the more ambitious and sophisticated Nigerian scams. With all this digital skullduggery it’s no wonder that people are growing mistrustful of digital marketing.

 

Print marketing, on the other hand, enjoys a certain amount of baked-in trustability:

 

  • Because of its expense, scammers are less likely to use print tactics
  • Picking up a leaflet or brochure doesn’t pose an immediate risk as there are no potentially dodgy links to click or documents to download
  • High-quality print is a good indication that the brand is an authentic business
  • A recipient of a traditional direct mailshot has time to check out the company and make sure it’s legitimate

 

All-in-all, print marketing helps form a backbone of trust and authenticity.

 

FIVE: Better information retention

 

When surfing online, people tend to have lower attention spans. We skim through marketing copy or get distracted by the countless tabs open in our browser. This may have something to do with our brains. According to neuroscientific research, the part of the brain we use for reading online is different from the part we use to read printed text. When we read print literature, we use the ‘deep-reading’ part of our brain, which allows us to be more immersed and receptive to the material.

 

Another factor is concentration. Naomi Baron, a linguistics professor, surveyed people at universities around the world, 92% of whom said that print-reading allows them to concentrate and retain information.

 

So, print marketing has another distinct edge on its digital counterpart. Not only does print media come with fewer distractions, it also helps the reader better absorb the messaging.

 

You may have to spend more on print, but you may also find you get better quality results.

 

SIX: Digitisation has created an exploitable gap

 

Many businesses have abandoned print marketing altogether in favour of cheaper and more accessible digital marketing tactics. Which isn’t necessarily a bad thing, but it has created a gap that can potentially be exploited.

 

Let’s illustrate the point. Imagine you’re a butcher with a stand at a physical marketplace that has a footfall of around a thousand people, and there are four other butchers competing for custom. Now imagine that three of those competitors abandon their stalls for e-commerce, meaning that you and the other butcher have a thousand potential customers all to yourselves.

 

It’s the same with traditional direct marketing: people are receiving fewer pieces of print collateral these days. Marketers can potentially exploit this gap.

 

SEVEN: Not everyone uses or cares for the internet

 

This is perhaps the most left-field reason. The idea of not bothering with the internet may even seem wacky to some of you. But believe it or not, there are plenty of people out there who haven’t got time for the internet or don’t value the internet, or they might even be philosophically opposed to digital culture.

 

Admittedly this market might be relatively small when compared to the number of internet users; however, it still represents a potentially profitable opportunity. Print marketing allows you to connect with these outliers and boost your overall results.

January 16, 2018

[Webinar] 5 Successful Strategies to Improve Your Membership Programme

Free Webinar: 5 Successful Strategies to Improve Your Membership Programme

24th January 2018 | 1 pm GMT

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 5 Successful Strategies to Improve Your Membership Programme, you will:

  • Learn how to achieve instant engagement through rapid and engaging content
  • 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 grow their membership

 

When:  TOMORROW Wednesday 24th January 2018
Time: 1 pm GMT
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.

October 23, 2017

5 ways to save money in your direct marketing communication

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

It’s a fact that printed communication is back and it’s necessary for every marketing strategy. However, most of the digital marketers are worried about the price of printing and postage and how to measure direct mail campaign success.

At Romax we have talked a lot about the impact that printed communication has on brand recognition, sales, and campaign ROI both, individually and as part of the overall campaign. We haven’t mentioned how to reduce the cost of direct mail whilst retaining the quality of the product and service.

Different strategies help you to save money in your direct marketing, and most of them aren’t related to the quality of the material or printing process. Here you have 5 ways to save money in your direct marketing communication:

1. Less is more

There are lots of direct mail options such as letters, postcards, catalogues, leaflets, magazines and personalised one-piece mailer formats. You can save money just by switching your actual direct mail format for an option that reduces the size, weight or any other component.

For instance, you can reduce the size of your communication to fit in a letter category instead of a large letter; this will save you a lot of money without changing any message in your mail piece. Check out the Sadler’s Wells case study with £7,500 saved in postage from one season campaign – £30K annually. Furthermore, if you reduce the length of your communication, and send a roll-fold A4 instead of a twenty-page catalogue or magazine, you’ll save both printing and postage.

2. Booking in advance

Booking your direct mail job with a direct marketing supplier in advance also gives you a pool of benefits, not just related to saving money. You can secure your print production and delivery which will bring you peace of mind, you’ll have enough time for design and text amends and copy proof, and of course, you’ll avoid extra charges relate to increases in the price of paper, postage and other components which are the variable component of the direct mail equation.

Did I mention that some companies charge for the last-minute booking or for moving your job along the schedule? That’s the same as being charged all your money for buying the last can of coke in the desert!

3. Cleaning data

Did you know that 1.2 million people move house each year and national change of address file contains 24 million records? Moreover, the estimates suggest that 170,000 mailings are sent every day to the deceased.

You can avoid the cost of printing, postage and response management of those records who have passed away or have changed their address, by cleaning your database. Furthermore, you can also avoid a customer lost through annoyance if you keep their records accurate. Direct Marketing suppliers, such as Romax, offer you data management and response services, to reduce this waste of money.

4. Targeting your campaign – profiling

Should you send the same piece of direct mail to all your clients or prospects, or only who is more likely to buy? Within your data, you should have your client profiles, which may include gender, age, marital status, family lifestyle, personal income model, etc. This can help you to create a targeted direct marketing communication, for example, you can send a brochure to your customer who has a high-value history, and the rest send them an informative letter or postcard.

5. Save postage costs with a Direct Marketing company – £13,000 annually

It’s not the same postage cost when sending twenty welcome packs a day, compared with a mailing house who send out thousands of welcome packs per day. Volume is something that always reduces the price of your postage and delivery. You can benefit with your shared access to high volume mail, or any other communication. Thanks to a global direct marketing supplier, you will achieve a discount also. The amount of saving is variable depending on the volume, size of the letter or parcel, destination, etc.

At Romax we work with all sizes of organisations to help them save money on postage when you print with us and use our mailing house services. For instance, we work with one of the largest museums in London, who saved more than £13,000 annually in postage just from their printed membership communications.

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

October 11, 2017

5 reasons to introduce more printed client communication

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

 

In business, there are a series of strategies to build loyalty from your clients and prospects. There are companies which include loyal programs to encourage their customers to reach goals, such as an amount of points collected, to receive discounts or other benefits. Moreover, they also know their purchase behaviour and help to target and promote products suitable for them and reduce excessive printed membership communication.

Likewise, arts and other organisations have implemented membership schemes, which allows them to segment their offer depending on the type of level chosen by the member.

The result of this segmentation is a series of targeted communications that might have to be released at different times throughout the month, dependent on when the customer or member joined, their member status, their associated benefits, renewal state or when they should receive their monthly bill or magazine.

Whilst sending the same generic communication, across both digital or printed mediums, to all the clients and/or members is common practice because it is ‘easy’, it does little to further engage the member with your brand or helps you to increase engagement. The consequence is a lower response ratio, less loyalty and fewer renewals.

Undoubtedly, printed communication has an important role in marketing strategy. Research confirms how physical advertising and communication is more successful because it is more readily absorbed by the brain, involving more emotional process across multiple senses, not just sight. As a result, it produces more brain responses which help to reach a brand recall 70% higher than digital communications.

Here you have 5 reasons to introduce more printed client communication:

  1. Increase your client’s satisfaction – Welcome pack

Email open rates are around 20% depending on the industry, according to Royal Mail MarketReach, 83% of people read and 69% interact with a mail with information update. Furthermore, as soon as your client or member receives their loyalty or member card in a neatly presented welcome pack, the likelihood that they will buy a further product or participate in an event increases significantly: 97% of people were influenced to make an online purchase as a direct result of receiving mail.

  1. Personalised printed communications increase sales

Personalisation is crucial in your communication and with printing, you can achieve better results. A targeted letter is more than “dear name”, if you want a big impact, you must include variable printed communication that utilises alternative text and images for every target group within your campaign.

 

For example, charitable organisations used personalisation to request a different amount of donations according to each donor’s annual income, which is obtained by profiling the database. This targeted communication made a big impact on their funding campaigns.

 

The Salvation Army received on average £22.53 via mail compared with the £2.08 with paid search.

Personalised printed communication helps to increase the number of sales, the value of each purchase and influence renewals within a loyalty programme.

At Romax Marketing & Distribution we use software that matches each record that you have in your database with the correct content collateral. Clients such as the retailer Emma Bridgewater use it on their catalogues and other communications because it increases their campaign ROI.

 Increase the client’s renewal target and ROI

It’s a fact that a physical targeted communication has a greater impact than an electronic one alone, but, when we talk about the annual membership renewal, the combination of targeting and printed communication makes a big difference.

Using mail in a campaign can increase the ROI by 27% and 40% for sales and acquisition respectively, according to Royal Mail MarketReach.

  1. Printed Membership communication management optimises the overall process

Sending a print communication takes time: preparing it, proofing, printing and then sending it. Add to that managing the returns/response. If you have, for example, nine types of different members – or clients, and every one of them has a different level, benefit or list of products, that can be 30 different types of text alone. Automating the process will reduce time on proofing and pre-press and shorten the time it takes from a member joining or a new client signing up until they receive their welcome pack.

Managing the communication with a direct marketing supplier, set up on with an automated workflow to service the requirements for your member or client, which includes, variable text, images and whatever you decide is crucial content. You only have to upload your member/client database and they prepare, proof and send your communication to your client, releasing you and your team to focus on acquisition rather than administration.

The amount of time saved is massive with a high impact on your brand and productivity.

  1. Outsourced printed membership communication management saves money on postage – £30,000

Discounts for volume is something that can help you save a lot of money. At Romax we work with many membership organisations, reducing their postage costs substantially for both UK and Overseas postage.

By making recommendations to Sadler’s Wells we demonstrated an average saving of £7,500 in postage alone for every brochure season mailing, that meant an annual saving of over £30k.

Of course, the discount depends on multiple factors such as the type of letter or welcome pack, weight, volume, etc. but we are here to help guide you through that complexity.

If you are still not convinced about outsourcing your communication management, then challenge us to see how Romax can help you to manage your clients and/or member communication better. With our 20 years of experience supplying personalised printed communication services for organisations such as Southbank Centre, DKMS and Mercedes-Benz, you’ve got nothing to lose.

 

 

 

 

 

References: Royal Mail Market Reach

 

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

 

October 3, 2017

Direct Mail Case Study: 349% ROI

The Client

Fantastic Services provides cleaning and maintenance services to both consumers and businesses in the UK, operating under several sub-brands: Fantastic Cleaners, Fantastic Gardeners, Fantastic Handyman, Fantastic Pest Control, and many others specialising in different trades.

The Challenge

Fantastic Services engaged Romax to help organise their planned Direct Mail campaigns for 2017. The objective was to acquire new customers through a purchased database and re-establish contact with customers who had not used Fantastic Services for some time.
As part of their planned monthly campaign, they are doing B2C mailing. Using their own data of new and return customers to the brand. Their goals were to both, increase revenue and improve brand awareness.

The Solution

Romax made a series of recommendations to help make their Direct Mail Campaign a success.

Firstly, Romax recommended to digitally print the letters in full colour, which allowed full personalisation throughout. Secondly, adding the company logo onto the envelopes, to help promote the brand and create recognition for those already familiar with it. Finally, Romax designed and ran out sample packs of different options for client approval adding promotion codes aimed at incentivising potential and existing customers to engage Fantastic Services.

Quick Turnaround Times

Romax and Fantastic Services also pre-agreed quick turnaround times to ensure the packs arrived promptly, to ensure that the acquired data did not become ‘out of date’. After the initial mailing Romax now despatch incentivised promo code mailings shortly after a client has used a service to increase additional activity and improve revenue per client.

Keeping Costs Down.

Using our industry experience, the mailing was sent via advertising mail – a discounted postal service for marketing purposes. Additionally, we added a mailmark barcode to the letter which ensured that not only was the mail fully trackable through to delivery but that the cheapest postal price was achieved.

The Results

letter-direct-mail

One of their most successful direct mail pieces was sent in May 2017.  Mailing out to new clients with a letter which included a discount promo code and a clear call to action.  Romax managed the project which included: data management, printing the letters and envelopes, fulfilment, postage and distribution in the UK.

 

Direct Mail Results – 349% ROI

Fantastic Services have sent out via Romax a good number of letters in their first six months and continue to send regular highly targeted mailings that achieve excellent returns: the overall direct mail campaign has reached a 349% ROI.

 

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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September 25, 2017

Can Direct Mail Boost Sales on Black Friday?

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

Historically, the biggest shopping day around the World is Black Friday, which happens on the last Friday of November every year, just after the traditional American Thanksgiving. Everyone has the image of people in the US buying as if the end of the World is coming.  Sales are impressive, and have only been outdone by the recently invented singles days on the 11th of November (11.11) in China.

The Black Friday phenomenon is here to stay and it’s going to get bigger in the UK. Above 80% of Britons know what is, compared to the 40% of French.

 

Black Friday 2016

“Britons spent £5.8 billion over Black Friday and Cyber Monday 2016”

In 2016, Britons spent £5.8 billion over the four days between Black Friday and Cyber Monday – 15% increase compared with 2015. E-commerce business took £2.8 billion – up 20%. On Black Friday itself,  £1.27 billion was spent according to estimates of the Centre for Retail Research (CRR) and the website vouchercodes.co.uk.

Online retailers experienced sky-rocketing traffic on their websites, according to the Daily Mirror. Currys PC World reported more than half a million visitors which resulted in 40% more orders. eBay estimated 20.7 million UK visitors in the long Black Friday weekend.

Emails sent on Black Friday 2016

“2.9 billion emails sent on Black Friday and Cyber Monday” MailChimp

black-friday-romax

The email provider Mailchimp sent over 1.5 billion emails on Black Friday itself and 1.4 billion in Cyber Monday.  SendGrid also sent more than 3 billion of emails with an average of 23% Open Rate on both days.

Let’s do the maths, how many emails does a user receive on Black Friday, and over the cyber weekend? It’s not uncommon to hear that consumers start to feel overwhelmed by the huge amount of emails they received. According to Royal Mail MarketReach, 70% of people say, “I feel that I receive too many emails.” As a result, 51% of emails were deleted within two seconds.

How to stand out from the crowd

“Almost 85 percent of retailers will send an email to their customers about Black Friday deals”

postcard_black_friday_romax
Black Friday Postcard sent by Romax Marketing to their customers and prospect in 2017 which included personalised text on mobile image and paragraph, and test A/B on envelope quotation for a greater impact.

The question is how to stand out from the billions of emails send it on Black Friday? The answer may well be by “creating an impact with Direct Mail.

Marketers need to incorporate Direct Mail as part of their Black Friday campaign because:

  1. Neuroscience. There is a lot of research that confirms Direct Mail beats email in different aspects, such as, brand recall with 70% higher results, a physical material is considered more “real” to the brain, and consumers internalise printed adverts better than email giving them greater resonance.
  2. Direct Mail impact on online sales. As a direct result of receiving a direct mail, 92% of people driven to a website and 87% were influenced to make online purchases. Read more information about Direct Mail Facts&Figures here.

There are a lot of types of direct mail, which can help you to create impact, recall your brand and, of course, increase your sales, such as Door-Droops, Letters – Check 349% ROI Case Study, Postcard and Catalogue that you can use to influence your audience. But, the key to printed communication is both, the data management, which help you to target and reduce the cost, and the personalised message, which is more than “dear name”, you can personalise images content and text – check Emma Bridgwater Case Study.

Remember, Black Friday 2017 is on 24th of November. Contact us for a bespoke Direct Marketing solution.

direct mail rocket ROI

References: Telegraph, Royal Mail MarketReach, Mirror, MailChimp, SendGrid, Hubspot, BBC, US data corporation, 3Bet Media.

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 22, 2017

3 ways to measure your direct marketing campaign

Written by Nilda Cerna, Marketing Manager, Romax.

With the recent re-birth of printed communication, launching a direct mail campaign is a must. This statement is not because we’ve producing direct marketing for 20 years, it is because there are studies that confirm that the impact of printed communication increases the overall campaign ROI up to 20%.

But it’s not only about the responses and facts, it’s about the engagement also. A recent survey from Bauer Media US shows that “87 of readers said they found themselves more engaged when reading a print magazine”.  Moreover, print material left a deeper footprint on the brain, involved more emotional processing and produce more brain responses connected to our internal feelings, suggesting we “internalise” adverts, giving them greater resonance.

How can you persuade your Head of Marketing to include a DM campaign? Or your agency client? The answer is: with facts.

Here are 3 ways to measure your direct marketing campaign:

1. Include a measurable way to contact you

Including certain ways for your clients to communicate with you, that you only include in your printed communication, such as a specific link to a landing page that it’s different from other channels: an email or telephone number different to your other campaign so you can measure calls, including a code that your client can mention or use on your website is a good practice also. Using a different code for every type of customer helps you to track the impact in your communication across each data segment.

Using the technology as an ally, include a QR code to redirect to your website quickly.

With these techniques you will have the metrics for website visitors, actions are taken on your landing page, email or telephone calls received, and calculate the conversion rate for your direct mail piece.

2. Control groups

If you are targeting your client database, you can send your print communication to a group of them and compare the response rate of whom haven’t received. You can track a third group who have received both email and mail also.

For a higher Direct Mail result, we recommend including a personalised communication. Sending the same communication template but changing text or image depending on your client’s profile or purchase behaviours; such as past purchase or personal income. The data management gives your database socio-demographic profile and helps to reduce the printing cost.

3. Create a unique offer

Digital marketers are used to developing exclusive online campaigns, such as launching a new product that so that it sells on the website only, why you don’t incorporate this philosophy into direct marketing. Creating a unique offer that your customers can receive only by the printed communication will give you the exact response to the piece that you have sent. You can re-launch a product, sell a group of products or services or offer a discount.

If you would like to include the direct mail in your campaign, you can create a particular offer to recipients via the letter or postcard, why not add a free shipment for those quoting a specific code mentioned on the DM?

In both, you can track the response to the number of enquiries received or products sold, the amount of the purchase.

Considerations

Direct mail has a collateral impact on your brand. At a time when online channels are losing credibility thanks to “fake” news, printing is playing a vital role giving brands the “trust” factor. Consider the qualitative ways to measure your direct marketing campaign and their impact in the long-term.

Reference: PrintPower Magazine, Spring 2017.

Romax 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.

August 1, 2017

Mailmark Replaces CBC Mail Services – from 1st January 2018

Mailmark Postal Services the Only Option from January 2018

As your trusted Mailing House partner we would like to notify you of Royal Mail’ s confirmed withdrawal from access 70 CBC with effect from 1st January 2018.

Their intention to withdraw from this services was first announced in 2015 to allow additional time for companies to deploy the Mailmark barcode software. Romax was one of the first mailing houses authorised to produce Mailmark fully supported by DST (Down Stream Access) Suppliers.

After 31 December 2017 Romax will only provide Mailmark Services this is the cheapest form of postal service available and replaces the old CBC services. Should clients wish to continue with CBC then the following costs would apply to these services:

  • items declared as Access 70 CBC, we will charge for them at Access 70 prices
  • items declared as Access OCR and they contain a CBC barcode, your items must adhere to the OCR clear zones.

If you have any questions on how this announcement may affect you, please contact us for guidance.

 

webinar-save-money-direct-mail

Romax_tagRomax Marketing & Distribution provides a wide range of services in Direct Marketing for B2B and B2C, including Direct Mail, Data Management, Printing, Discount Postage, Membership Communication Services, and Consultancy. 

Contact us, either by phone +44 (0) 20 8293 8550, email hello@romax.co.uk, or filling the form:

May 9, 2017

Romax Marketing Open Day – 20 years in Business

SAVE THE DATE!

Thursday 25th May

Open_Day_Romax_Marketing_Celebration
Direct Marketing

Romax Marketing is inviting you to celebrate 20 years of trading

Start your long weekend a few hours early by helping us celebrate 20 years of providing direct mail services.



We will open our doors to clients, stakeholders and VIPs to recognise our history and provide insight into how we can help you with future campaigns.

Our Open Day is a great opportunity to:

  1. Network with Business and Marketing Experts
  2. Improve your DM skills with our Workshops and Demos
  3. Learn the latest printing technology during our Production Tour.

Dignitaries invited include The Mayor for Greenwich, Charles Jarrold CEO of the BPIF, Local Business Leaders and leading experts from the marketing industry and postal sector.

Relaxed short tours of our production facility

We are planning something special:  Experience first hand your live job flow through operations.

romax_marketing_distribution

Drinks, refreshments and tours will be supplied by other businesses on the business park

Marvellous by Didier – suppliers to the Queen and Waitrose will be providing cakes
Kingsdown Water – will be supplying the soft drinks
GD Glass Designs – Tours of their product facilities
and Meantime Brewery – we intend to visit the brewery 3 minutes away!

cakes

THE EVENT

Thursday 25th May 2017
2 to 6 pm
Unit 2, City Cross Business Park, Salutation Road, Greenwich,
LONDON SE10 0AT

ACCESS IS BY TICKETED INVITATION ONLY
Visitors must make a booking, either by email hello@romax.co.uk or by calling 020 8293 8550.

We look forward to welcoming you

romax_team

Robin Sumner
Managing Director
Romax Marketing

iCalendar  •  Google Calendar  •  Outlook  •  Outlook Online  •  Yahoo! Calendar

Romax_tagRomax Marketing & Distribution provides a wide range of services in Direct Marketing for B2B and B2C, including Direct Mail, Data Management, Printing, Discount Postage, Membership Communication Services, and Consultancy. 

Contact us, either by phone +44 (0) 20 8293 8550, email hello@romax.co.uk, or filling the form:

May 2, 2017

7 reasons why B2B Direct Mail Works

7 Reasons why B2B Direct Mail Works Best for New Business

If you need something these days you search for it online – simple.

That’s great if you know you want it……BUT…what if you don’t know about it, could it be beneficial to you – woah – now we’re talking marketing….

 

Send an Email – that’ll get you orders

Email sent – but how was it received? – maybe – it went to clutter, maybe to ‘junk’. If it does get to the recipient’s inbox – Do they know you? – Are you a scam email? – Are you a trusted source? – Will they open you? – Are you a virus just waiting to infect me?

Hey – be more positive

OK – you’ve persuaded the reader to open your email –  what do they see?

Red Cross – Red Cross – Red Cross

red-cross

 

Red Cross – download images Should I? perhaps Not – Online I want INSTANT RESULTS and this is getting tedious now I have another email to read it’s just pinged in… bored now – delete it, let’s move on…

Result – email is gone forever – the reader will never look at it again…

Avoid the recycle-bin

Email is great in helping with retention marketing, certain booking confirmations and general correspondence but only once you’ve gained the confidence of your market, but NOT for gaining brand recognition and new business… Not so good for growing trust with your brand or product.

 

7 reasons to send a Printed Marketing Communication

Reason 1 – Touchy Feely!

When the post arrives on your desk– do you stop what you’re doing and read it? Interruption from workflow focuses the recipient’s mind on your message.

 

Reason 2 – Right Place- Right Time

You are selling a business to business product – surely the best place to send it to is the person’s desk whilst at work? It’s Obvious MENSA – here we come…

 

Reason 3 – Chatterboxes just love to share

 

When you receive GOOD marketing (and sometimes bad marketing too) what do you do with it? Talk to someone about it? Chatterboxes share the information with their colleagues in the office.

 

Reason 4 – Break from the Norm

Email is constant – marketing mixed in with the constant business demands communicated through email – is just not in the right setting. BUT paper-based marketing forces the recipient to stop and mentally remove themselves from the PC Screen whilst they focus on the mail – in hand. All Eyes on You!!

 

Reason 5 – Instant Print

Emails will be printed out if the recipient acts on your message.  Will your brand be well presented in this way?

How many times have you printed out an email – poorly formatted – with the images in the right place and the message and brand well reflect?

Yes, that’s right! When you send your print direct, the message will be exactly as you designed it to be – impactful and professionally printed.

 

Reason 6 – Because Telemarketing doesn’t cut through any more

“Do you want to talk to Jo Salesman?”romax_direct_mail“Hi. you don’t know me but I want to interrupt your workflow when you’re right in the middle of something”

Even if you don’t take the call, you are annoyed by the interruption. So imagine your campaigns the same way – breaking through on the phone is hard work unless it is preceded by other marketing messages aimed at ‘smoothing the way’ and getting your brand awareness in front first.

 

Reason 7 – Removes focus from the electronic inbox and allows time for action

Physical printed direct mail marketing in the hand of the decision maker will add more weight to your brand and ensure maximum impact. A call to action at the desk of the recipient allows them to instantly act – a call – a web search – a visit to your website ‘while they think about it’ and have already focussed on your message, without interruption from their inbox…

 The blog post was written by Robin Sumner, Managing Director, Romax.

 

 

Romax_tagRomax Marketing & Distribution provides a wide range of services in Direct Marketing for B2B and B2C, including Direct Mail, Data Management, Printing, Discount Postage, Membership Communication Services, and Consultancy. 

Contact us, either by phone +44 (0) 20 8293 8550, email hello@romax.co.uk, or filling the form:

February 24, 2017

6 Ways to Improve Your Direct Marketing – Stop being a sheep

By Charlene Plows, Head of Client Services and Robin Sumner, Managing Director

Working within the direct marketing industry, we deal day in and day out, with communications professionals. The first question we ask of them is “are you looking to improve your direct marketing?”

The second is, “have you covered the basic ways to improve your direct marketing strategy and ROI” (Return on Investment). Does your campaign have ‘Gestalt’?

Isn’t it time to stop being a sheep?

E-shot campaigns and online media are increasingly popular due to the costs and simplicity; however Direct Mail remains a key factor for many companies in retaining retention of business, along with getting a better return on investment when it sits alongside electronic media.

Organisations are pulling the wool over their eyes when considering Direct Mail because of the unknown – not knowing whether the campaign will be successful when investing time and money but there are 6 simple ways to help improve the chances of success when incorporating physical mail alongside electronic communications. We have listed a few tips below: –

1 – Data

Targeted – Use your data to understand your client’s requirements. Fully personalised packs to target the individual with offerings which will be of actual interest – don’t just blanket mail to everyone with the same message. Select the offer to the demographics of the data, and create designs that can easily have their content amended driven by that data.

Clean Data – Ensure your data is up to date by getting a free data audit to check on movers, duplicates, goneaways and deceased.

Returns – Capturing all returns to prevent upset or additional costs of re-mailing.

2 – Testing

There is no crystal ball to determine which Direct Mail campaign will be successful, which is why testing is paramount. Try different pack types such as letters, postcards, self-mailers or polythene enclosed packs, ensuring to add a campaign code to help monitor the response rates and to be able to measure the success of each campaign.

3 – Your Message Does it have Gestalt?

Is the message getting lost? Too much text or too many confusing images? The message/features must be clear. Use finishing techniques to ensure the piece is crisp and eye-catching

Three basic rules of GESTALT – “an organised whole that is perceived as more than the sum of its parts”.

  • Does it have IMPACT – to gain initial reaction
  • Does it COMMUNICATE the message quickly and easily
  • Is it PERSUASIVE to the reader to take action – promptly

4 – Benefits to the Recipient

We all love to reap benefits. Applying an offering to the marketing piece is always attractive to the consumer. One of the most popular ways is to offer discounts, which can be easily achieved and measured by adding simple discount codes to the pack. Other incentives could be referral offers, encouraging people to recommend your business in exchange for benefits to themselves or Seasonal offers which could peak profits in the build-up to these holidays.

5 – Call to action

No matter how wonderful the Direct Mail campaign is, if the call to action isn’t straightforward, enticing and most importantly via a media that suits the recipient, then potential customers will lose patience and will simply not bother.

6 – Proper follow-up

One of the biggest mistakes made is a poor follow-up. Once a campaign has been sent out, companies often make the mistake of not repeating the exercise or remaining in contact. Once you have mailed to your consumers, you could be using cross-media, send out an SMS or a PURL link with a reminder of the mailing piece. Improve the discount offering or the event content? If someone has ordered or booked through your company on the back of a direct mail, why not send out a cost-effective ‘Thank You’ postcard or an e-shot, linking back to your company website, requesting a review?  Research has proven, messages are more effective when repeated.

Common knowledge in marketing is that to a ‘cold’ or ‘unexposed’ audience new to your brand, they need on average a minimum number of exposures to your product or service before they transact with you. One email or a single direct mailing will not reap the rewards you want – no ‘single shot’ marketing event will, no matter what medium you use. Concerted, relevant and frequent exposure is the only way to grow a business.

Hopefully, these pieces of advice will help improve your direct marketing when putting together the strategic plan for your next marketing campaign and help bring the success that direct mail can most certainly achieve!

direct mail rocket ROI

 

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 6, 2016

Data Driven Marketing

By Charlene Plows, Head of Client Services at Romax marketing.

Data Driven Marketing

Gone are the days, when you had a database of 50,000 consumers to whom you would simply ‘blanket mail’ the same message or offer hoping for interaction. You now need to stand out from the crowd using data driven marketing.

Nowadays, with all the different means of marketing it so important that you understand your customers and capture all the possible information you can. BIG DATA is the Black Gold of the 21st century. If you are not securely and safely capturing and using data about your clients’ sales activities, and their propensity to engage with you, you will be falling behind the curve and will eventually lose out to your competitors.

Data does make or break a campaign. The more relative the message is to the individual, the more likely you are going to receive a positive response. It does not have to be overtly ‘personalised’ or unnecessarily branded with their name, but in terms of the printed offer or message, this DEFINITELY SHOULD be positioned in relation to the preferences of your client.

The great thing is, that now the technology and expertise exists to manipulate data as little or us much as you need, so you that can send a multi message campaign to sets of individuals with personal messages, without losing out on any postage or experiencing any marketing downside.

Here’s an example of data driven marketing

An example of a targeted and relevant piece of direct marketing: Following a holiday, around six months after my return, I received a direct mail piece from the tour operator with a picture of the destination I had visited, containing a picture of the exact hotel! Immediately this brings back great memories and I am already itching to book again. This is an easily achieved print process driven from flags within the data, denoting which variable image to import based on my data record/history.

Not only is it vital to understand your clients, it is essential that your data is as up to date and as clean as possible. Can you imagine if you were to send out a charity appeal campaign requesting a donation and it was sent to the same two recipients at the same address? Surely their first reaction would be:-

‘Why would I donate to a charity when they quite clearly don’t mind wasting money on sending out duplicate packs?’

Worse than this, how would you feel if you received a marketing communication selling life insurance which was addressed to a loved one who had passed away?

All of this can, with a little planning and engagement, be avoided. How? By speaking with your supplier about how to ride the wave of BIG DATA and its relevance to data driven marketing. Be on the crest of the wave not drowning in the aftermath of the storm.

 

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 12, 2016

Direct Mail third most important channel in UK and USA

Direct mail has once again proven that marketing professionals are returning in droves back to this tried, tested and effective medium.

UK advertising expenditure for direct mail rose 4.5% to £965m over the first six months of 2015, and is forecast to reach £1.9bn by year-end, according to the latest results from the AA/Warc UK Expenditure Report.

When measured by expenditure, advertising mail is the third-largest medium for advertising in the UK, behind TV and pure play internet. Its share of all UK adspend over the first half of the year stood at 10.4% – rising to 15.1% when measuring only display – and spend of £965m was the highest recorded in the years following the financial crash in 2008.

UK direct mail trend is mirrored across the Atlantic in the USA

The situation for DM spend in the USA is similar, with TV representing 25% of the investements and Direct Mail 17%. (The totals for the USA include however also Teleservices which represent 15%. It is expected that 2015 will be a top year for the advertising industry with growth for every channel with the exception of newspapers.

 

Royal Mail‘s focus on the mail advertising sector for promotional personalised marketing, plus the introduction of more advertising friendly services such as Mailmark, and the recently introduced catalogue admail, is helping to incentivise marketing departments to utilise mail in conjunction with other mediums to create tangible touch points.

 

Reduced pricing for ad mail – particularly in Mailmark services means that there is actually an effective price reduction for these marketing lead mail services. Combine this price drop with the well documented results that a physical printed piece has on the recipients’ engagement and response in relation to the advertising brand, results in a win:win.e-publishing

Magazines too invest a lot in understanding the role they play for consumers. Various articles point at the unique position of magazines. Certainly when it comes to engagement and client retention. new publications are increasingly rising, particularly when used in conjunction with interactive e-publishing and branded smartphone apps.

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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October 19, 2015

Email the great marketing tool! Build your brand using digital marketing!

Email ­the great marketing tool! Build your brand using digital marketing!
Mantras that have been around now for a few years however there is one sure fire way to  harm your brand’s reputation ­ ignore the unsubscribers.

I recently realised that my inbox was getting to overload and it needed a serious pruning of my previously subscribed (or maybe not but we will discuss that later) email nirvana. So I went through a pretty tedious exercise of unsubscribing from those communications that were now irrelevant to me.

 

It seems however, that just following the link is not enough you then have to give a reason and in some cases your email address. Why? Then to rub salt in the wound you find yourself still receiving the emails you asked to be stopped. A particular case for myself was a renowned Marketing email alert (I won’t embarrass them by naming them directly) who after  4 attempts to unsubscribe are still sending me their daily digest email that I immediately  delete!

So this experience got me thinking on how other marketing communications could harm a  brand’s identity and what you can do to limit any damage when you build your brand using digital marketing.

 

For a start always running your data against MPS (Mailing Preference Service) or TPS  (Telephone Preference Service) depending on the chosen communication route ­- don’t  forget this is obligatory for “cold data”. Running your data against other suppression files such as NCOA (National Change of Address) and most importantly Mortascreen will help  ensure your data is as clean and up to date as possible.

 

Ensure what is being communicated is relevant, timely and engaging. Nothing will turn your clients and prospects off more than poorly executed campaigns. Remember evoke an emotional  response and the benefits will follow.

And finally talk to your customers and prospects how they have indicated they would like to  be. Don’t email someone when they have asked to receive updates by mail for example.

 

In short, respect people’s wishes, including unsubscribing from emails, and your brand will  be stronger as a result.

Blog written by Wes Dowding, Operations and Technology Director at Romax.

 

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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