May 9, 2022

What is Data Management? The Importance of a DBMS

Data Management

What is Data Management?

If you’re running a business, an important question to ask is, ‘What is data management?’ Data management is the practice of obtaining, storing, organising and maintaining created and collected data. The process helps people and organisations use accurate data to drive informed operational decisions and strategic planning. Effective data management is fundamental to a company’s success because it helps to promote and maintain commercial growth.

Read our comprehensive guide to ‘what is data management?’ to further understand the core of this concept.

Data Management

What is a Data Management Strategy?

Data management requires a strategic approach to collecting, organising, protecting, storing and using valuable information and data. A data management strategy aims to create and implement a well-planned approach in managing an organisation’s data assets.

The Importance of a Data Management System

Data is increasingly considered an asset that can be used to make better informed business decisions. It can be seen to improve marketing campaigns, optimise business operations and reduce costs while increasing revenue and profits. 

Businesses are subjected to an increasing number of regulatory compliance requirements, including data privacy and GDPR. With this, data management has soared further in importance. Companies are acquiring large and various volumes of data types, so without good data management, such information can become cumbersome and hard to navigate.

How to Manage Data

Data management is the backbone behind any marketing strategy. Follow these data management practices on how to manage data to ensure data quality:

  • Outline your business goals: knowing what you plan to do with your data will help you collect only relevant data.
  • Prioritise data security and protection: data protection and security must be a number one priority for your business’s data management. It’s vital for your company to follow the correct guidelines to ensure the privacy of your leads and customers.
  • Focus on data quality: data needs to be regularly checked for accuracy. Old data can become outdated and irrelevant to your sales and marketing. 
  • Reduce duplicated data: create systems that allow data to be updated when someone opts in more than once, or makes a return purchase, to ensure your data is clean.
  • Identify demographics: look at client history and relevant patterns and use these patterns to develop strategic direct marketing plans across all media channels.

Understand Your Data

To target the right demographic, you must first understand your data. Here at Romax we offer a free data audit to assist you in planning your marketing message. Customer data deteriorates rapidly and unless it is maintained you may find it to be useless within three years.

You should identify consumers and businesses that won’t respond to your marketing communications, either as a result of them moving house or premises, individuals passing away or registering with one of the preference services.

The Effects of Poor Data Management

Poor quality data can harm your business, leading to inaccurate choices, poor customer relations and bad business decisions:

  • Poor data leads to poor decisions: decisions are made based on information and data, and critical decisions based on poor-quality data can have very serious results.
  • Missed opportunities: a business may miss a profitable opportunity that a competitor, with a greater understanding of data, may take advantage of.
  • Lost revenue: communications may fail to convert to sales because the underlying customer data is incorrect. Poor data results in inaccurate targeting and communications.
  • Mistrust: poor-quality data generates mistrust. Maintaining good-quality data can be the difference between compliance and incurring fines. Incorrect data means time, money and reputations can be lost, reflecting badly on your business and therefore lowering customer confidence.
  • Business inefficiencies: poor-quality data creates ineffective business decisions resulting in expensive time to fix the consequences of data errors.

Use a Quality Data Management System

Good software is essential when creating a quality data management process for your business. If your data management system is too complex for your team, too large for your business’s needs, or not secure enough, it’s not going to work for you.

A quality data management system must give a clear and accurate insight into your leads and customer data: it should help you engage with your audience. Your system should be making the jobs of your sales and marketing teams easier by having clean and accurate data.

Hopefully, we have answered your question of ‘What is data management?’ and its importance. Here at Romax, we are accredited under ISO 27001 : 2005 Information Security Management System and are registered with the Information Commissioner’s Office. We adhere to a very stringent data policy that ensures data safety at all times.

Romax will work together with you to create powerful business messaging that boosts return on investment (ROI) and response rates via database management. For a experienced account management and quick turnaround get in contact today on 0212 368 5657/020 4571 3500 or email at

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.

August 14, 2020

Accurate, targeted membership engagement retains loyalty.

If you’re responsible for an organisation that has members there are two ways to give them an experience that will keep them loyal whilst enthusiastically recommending you to others whilst retaining their loyalty.

The first is to make them feel special. Members like to feel they matter (as, of course, they do). They want to get the Rolls Royce treatment that reminds them why it’s so good to be part of your organisation.

Exceptional Communication

The second is exceptional communication. If you asked your members what they like about being a member, efficient administration that details their benefits and timely reminders of what events or activities they personally might be interested in is very likely to feature high on the list!

It can be easy to think that one is a human activity and the other is mostly to do with automation, but actually automation can make a dramatic difference to the member’s experience.

Think how you feel when the coupons and vouchers that come through the letterbox (or by email) are not only from your favourite shops, but relate directly to items you frequently buy. It makes you happy to be able to benefit from these.

If the offers are for items you never buy or from shops you don’t visit, they’re just useless bits of paper. That’s why excellent data management counts in improving how your customer feels.

Patrons, fund-raisers, volunteers, and more

  • If a volunteer for a charity likes to invest their time in attending events to represent you, sending them opportunities to do bucket collections doesn’t make them feel as special. If they get more opportunities to do what they enjoy, they’ll do it more often and continue to do so.
  • If a patron gets notices of a production that’s a light comedy, but they’ve only ever attended dramas, that communication is going to be ignored. If they mostly get notices of the kind of production they enjoy, they’re more likely to buy tickets.
  • Appropriate communications based on the data that you hold, across your organisation that allows you to target accurately messages that have resonance with the recipient, are much more likely to create a positive response.

You may look at all these and be thinking ‘great in principle, but incredibly time-consuming to deliver’. That’s only partly true; the data needs to be available. It’s usually easy to collect, but it doesn’t require a whole team of people to manage it. In today’s digital world, all the data can be automated. You probably guessed that this is also possible with electronic communications across web. email and sms – there are platforms that offer a version of personalised communication that ensures brand guardianship across all media types. And, did you know that even when you don’t have a large volumes to send, that printing of personalised material is possible?

Imagine the impact on your members when they get highly bespoke information in every direct mail or email from you? That’s what will make them feel really special.

Want to know more about this? Please talk to us about what you want to achieve – and we’ll find a solution that works for your organisation.

June 11, 2020

How Can Data Guide Marketing and Communications Strategy?

Data is everywhere nowadays. Continued improvements in computing technology have empowered individuals and organisations to create diverse data (e.g. online content, time-stamped and machine data etc.) on a mass scale. Becoming increasingly aware about the benefits of data-driven decision making, businesses are finding more efficient ways to extract insights.

In marketing and communication initiatives, there are various sources of data that are integral in addressing questions such as:

  • What aspects of a product or service do customers find valuable?
  • Is there a need that is currently not met by the market?
  • What drives customers towards certain actions?
  • How should content be crafted to make it relevant and grounded in user experience?

Without continued efforts to collect and analyse data that helps answers these questions, competitors who are more data savvy can take the upper hand and leave you behind.

Patterns are embedded in data

Data management companies like Romax enable businesses to be strategic when implementing marketing and communication efforts.

In order to be strategic, seemingly disparate sets of information are rigorously examined for recurring patterns. These patterns exist across a range of data types, from demography and purchase locations to survey responses and user feedback.

From these patterns, insights are derived about the ideal audience and user preference. All of these feed into the overall strategy that helps craft relevant messages. Ones that truly engage people and spur them to action.

From a larger perspective, it’s about transforming complex data into simple actionable insights.

The process is crucial

However, data by itself won’t impact an organisation or strategy overnight. The process of managing (collecting and analysing) the data plays a central role in providing a comprehensive narrative of what’s really happening.

According to PricewaterhouseCoopers’ Data & Analytics team, problems start to arise when the handling of data causes quality issues down the line. The IT department may be tasked with building the necessary systems to store and process data, but various departments or teams are the ones that will directly use the data.

Without the right processes and expert advice, data inaccuracies and misinterpretation are extremely difficult to resolve.

Where do you start?

Any business that is serious about harnessing data should first identify where it should be collected. How you go about this will largely depend on the specific industry or area where you operate.

Next, businesses must make the proper investments, with the following goals in mind:

  • Orient the entire organisation about the importance of finding data and the process of managing it;
  • Equip staff with data literacy skills that enable them to incorporate key information into marketing messages and campaigns; and
  • Tap the expertise of data management specialists, if need be, to analyse more complex data sets.

Effectively manage your data with Romax

As one of the leading data management companies in the UK, Romax specialises in a range of data management services like data profiling, acquisition, cleansing, mining and more. Through our services, we help you avoid unnecessary losses and ultimately improve targeting across your campaigns.

If you’re interested in working together, call us on +44 (0)20 8293 8550 or email us at

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.

November 6, 2019

Customer Data: Using Available Information to Drive Business Revenue

Data is increasingly a vital factor in today’s businesses. With the sheer amount and complexity of data, some businesses hire data management services to help then make sense of available information in efforts to drive revenue. The smart use of data is the key to succeeding in today’s increasingly competitive market.

Here are three ways to use data to effectively engage customers at each stage of their purchasing journey.

Improving Customer Acquisition

One of the advantages of online retail is that brands gather a considerable amount of information about how consumers live, shop and buy. This allows marketers to target potential customers based on factors such as demographics, product usage and socioeconomic status instead of simply taking a mass-market approach.

Armed with behavioural insights, marketers can group purchasers according to distinct consumer profiles; in turn, they can now come up with marketing segments that match the demographic they are trying to reach. This enables their clients to target their advertising budget more accurately and efficiently. For you, as the business owner, that’s great news – after all, spending your advertising and marketing budget on individuals who are more likely to buy your product or service is an excellent way to increase sales. When you concentrate your efforts on reaching individuals who have already shown an inclination to buy your product, you are one step closer to boosting your ROI – and consumer data gives you the power to do exactly that.

Optimising Pricing

Pricing is one of the challenges of introducing a new product. Pricing too high drives away potential customers, and pricing too low affects profit margins and customer perception. Aside from research on the competition and market opportunities, data such as behaviour, demand, past transactions and customer demographics helps you determine an ideal price range for your products or services.

Increasing Customer Retention

Although attracting new customers is important, retaining them is just as important. According to a study by The Boston Consulting Group in 2017, retailers who create curated consumer experiences for shoppers see an increase in revenues between six to 10 per cent. Customers who are happy with their purchasing experience are more likely to become loyal consumers of your product or service. What’s more, satisfied, loyal customers are more likely to refer your brand to others, thereby boosting your sales even more.

Approaches such as personalised discount offers and product recommendations help drive customer loyalty and repeat business. Data points like demographics, lifestyle and prior purchases are pieces of information that are vital to the success of your curated customer experience. This is an ongoing process, so you must regularly refine your offerings based on every interaction made with your customer.

Data plays an important role in all parts of the customer journey, from identifying new customers to building loyalty with existing ones. By knowing how to use customer data, you can target the right market and improve your relationships with current customers, ensuring that your business is set for financial success.

Learn How to Maximise Data with Romax’s Data Management Services

Since 1997, Romax has been a trusted supplier of direct marketing and data management services to organisations like BBC, the NHS and Reed Exhibitions. We are passionate about providing the best client service, so we take the time to get to know our client to find the best solutions and deliver winning results.

As one of the data management specialists in the UK, we conduct an exclusive 22-point check on all data that arrives. We then advise you on how to improve data accuracy and reliability to enhance your marketing campaign.

With Romax, your campaigns and data are in safe hands. Enquire today by filling out our contact form or calling us on 020 8293 8550.

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.

December 7, 2017

3 Common Direct Marketing Mistakes to Avoid

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

Direct Mail is here to stay. With the recent re-birth of printed communication, due to both, new print technologies and the ability of digital print to provide true personalised communication, the inclusion of direct mail in your overall campaign is a must.

As an experienced digital marketer you probably already send thousands of email marketing communications with great results, but, do you use the same knowledge when sending direct mail? You must of course, at Romax we advise our clients on how to avoid the following common and biggest mistakes and help you incorporate industry best practice, both, to increase the impact of the mail piece – and your ROI – aiming to reduce the cost associated with print and postage.

Mistake 1: Not targeting – Sending the same communication to everyone

You have different types of clients, therefore, you must send them communications that contain a specific incentive or added value content specifically for them. Adding an image that represents your target group, or shows them activities associated with their member status, or product which matches their preference. Not using segmentation to drive your marketing campaigns from your data reduces the chances of higher returns on your marketing spend.

Consider this – do charities ask for the same donation amount or do they consider the affluence of their donors when suggesting a donation would you ask the same donation from an apprentice as a company director?

As a marketer, you are already targeting every time that you send an email to a group that has certain characteristics such as demographics, previous purchase history, the average spent or another variable. In Direct Marketing you must do the same.

Sending a targetted communication helps to increase: the odds of response, sales and membership renewals and will improve your campaign ROI. Sometimes you just need to change the colour of your communication. Did you know that men prefer bright colours and women soft colours? Furthermore, men tolerate chromatic tones (black, white and shades of grey) more than women.*

direct mail direct marketing

Mistake 2: Not personalising your communication

Tailoring the communication to each target individual is a must, therefore personalising is essential. By not doing it, you are missing an excellent opportunity to influence your client or member in your direct marketing communication.

Not convinced? The evidence shows that 51% of people are less likely to open a piece of mail if it is addressed it to “the occupier.

But, exactly what does personalised direct marketing mean?

You can send the same message to the target group – example millennials – but the personalisation will include:

  • Their name
  • Include  details about their last purchase (or their likely next one if you use an algorithm to predict it)
  • Mention their nearest store according to their postcode
  • Adding a specific text for this client, for example, based on their gender or income
  • Making suggestions on purchases based on their previous purchase history
  • Including your client’s name in a picture!

The personalisation options are many and help you to both increases your brand’s recall and your campaign ROI.


Mistake 3: Not using Data Management services

We split this practice into two areas: Data Management and Data Profiling.

3.1 Data Management 

Did you know that in 2012 more than 2.3 million households moved and nearly half a million people died in England and Wales? Furthermore, in the same year, more than 100,000 new businesses were created. Your data will, therefore, become outdated and incorrect in a very short space of time, unless you constantly update and adhere to good data cleansing practice.

Moreover, In the UK more than 20 million items are mailed every month that are incorrectly addressed, costing an estimated £200M to £300M per year. How much of your communication is “returned to the sender” because of that?

How to avoid it? Using the cleansing services of a direct marketing company such as Romax Marketing, to remove the incorrect contact details and manage the return mail.

3.2 Profiling 

As a marketer, you have worked a lot on creating your client database perhaps using landing pages, online ads amongst other tactics, which is an excellent way to grow your business. But when you want to send them a targeted printed communication, you realise that you haven’t asked enough information to create a good database, probably holding just a name, email and address if they already bought you, and little more.

If you would know that your client is in the top salary range, would you send them Valentine’s weekend promotion in a bargain hotel or an exclusive resort?

Knowing that you can profile your database, to avoid this mistake, is an essential part of direct marketing.  The more information about your client that you have such as gender, age range, civil status, income range, the better your targeted printed communication will be and as a result, you’ll experience an increase in your average purchase value.

*Source: Gender and Colours infographic, KissMetrics, 3Bet Media.


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: +44 (0) 20 8293 8550

Contact Us

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: +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: +44 (0) 20 8293 8550

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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


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: +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

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


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”

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: +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: +44 (0) 20 8293 8550

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August 18, 2015

How to Increase Retail Sales

How to Increase Retail Sales – On and Off Line.

Whether it’s due to forces beyond our control, seasonal sales or a decline in foot traffic, many retailers will experience a slump in sales at some point. The following are a few simple ways you and your staff can improve your retail sales. Here are a few tips to help:

Advertise More – Just when you may think it’s time to cut back the marketing budget, you should probably be advertising more. It is wise to increase marketing efforts during slower sales periods because there is more competition and fewer consumer pounds.

Generate a Buzz – Whenever anything noteworthy happens within your business, send a press release to the media. The idea is to grab any free coverage possible. Get involved with community events. Consider hosting classes, meetings or other networking events in your retail store. Use a unique promotional event to generate a buzz about your business.

Examine Your Pricing Strategy – When purchasing and pricing products, be sure you’ve considered the cost of goods and that your retail shop is able to make a profit at that price point. Your product price should be competitive, but still profitable. Ultimately, the right price is the price the customer is willing to pay for the product.

Design Store for Sales – Take advantage of cross-merchandising strategies and impulse sale opportunities. Use lighting techniques and creative displays to attract customers. Play videos for product education, customer entertainment and any other upsell or promotional tie-in.

Connect With the Customer – Excellent customer service is the key to increasing sales. Listen to your customer to understand their needs and wants. Then educate him/her about the products. Finally, let the customer know you appreciate their business. Offer value-added services and products. Create a mailing list by asking for contact information from each customer and capture this on software that allows for true ‘two-way and relevant marketing communication pertinent to the individual needs of the customer rather than a broad-based and narrowly targeted marketing approach. Access to accurate and relevant data allows for better decision-making and improved response from clients.

Source:  About Money

For retailers that that are not manufacturing their own product, but are resellers, the fact that advertisers are leaving $14 billion in ‘free advertising’ on the table should be taken very seriously. Co-Op advertising  (Advertisements by retailers that include the specific mention of manufacturers, who—in turn—repay the retailers for all or part of the cost of the advertisement) has seen a downturn in recent years – worryingly as budgets have been reduced and alternative funds for advertising spend are not easy to come by.

New research from Netsertive and Borrell Associates shows that brands are missing out on billions in annual revenue due to inefficient and outdated co-op marketing programs. In fact, up to 40% of co-op marketing funds earmarked by brand managers for local advertising remain unused each year.

We all know that a good strategy around customer communication is vital to understand the spending cycle as well as market to the consumer using the appropriate message and the appropriate channel. What will your next step be?

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: +44 (0) 20 8293 8550

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June 23, 2015

How data management systems can help omni channel campaigns

How data management systems can help multi channel campaigns

The rapid take up of new devices by consumers creates both a headache and a huge opportunity for companies seeking to market their products. The opportunity is that it has never been more possible to reach potential customers no matter where they are or what kind of media they are choosing to consume. The headache is that to effectively communicate with these customers, it is necessary to pull together data from across several different channels and organise it to give an idea of the information they require.

ONLY 1 in 4 Organisations can link data across marketing channels effectively.

Surveys suggest that as few as one in four companies are able to link together data from different channels to create a complete picture of the potential buyers of their products and services. This is a challenge for any company, but for those who are trying to break into a new market the need to improve their data management approach is something that they could well do without. An effective marketing partner with experience in data management can be of enormous value in these case, such as a UK-based multimedia marketing company with extensive knowledge of data management, that can help any company to get on top of the data management requirements to maximise return on marketing investment in an omnichannel environment.

What are the Benefits?

The benefits of effective data management will be seen across every channel used to communicate with potential customers by an increase in client engagement and ROI. It shouldn’t be seen solely as an approach for the new digital media. Traditional printed communications will be improved as well by the fact that you will have a better idea of what to send out and when. Romax have extensive experience in providing print on demand and direct mail marketing that can respond to the needs of customers. With our new data management techniques we can automatically update and print catalogues, thereby ensuring that customers are always given the very latest product information.

Data Management

In order to manage data effectively, Romax can use the data outputs from industry leading software including but not limited to Hybris Product Content Management and Agility Multichannel. Forrester Research have described the Hybris software as a Leader in the product information management field due to its “unique” tightly integrated PIM/ecommerce approach.  These master data management systems draw data in from various sources, combine them and automatically publish them to downstream channels. By using systems such as this, Romax are able to ensure that potential customers can use the rich information to enable more effective print and OMNI channel messaging and campaigns, improving end user conversion into purchase decisions.

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: +44 (0) 20 8293 8550

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June 5, 2015

What did you say? Colour Envelopes With Full Variable Print?

Yes That’s Right: Colour Envelopes With Full Variable Print!

Recent technology improvements have lead to the development of a litho quality, variable colour print capability for overprinting envelopes for direct mail campaigns, so that a unique message, image as well as the recipient’s delivery details can be printed directly onto plain stock.

Short Run Envelope Print

What does this mean for Direct Marketing Experts?

Colour short run envelope over print is in itself, an area that buyers of direct marketing increasingly require. The improvement in database marketing, management and improved data targeting means that getting a clear and pertinent message to your customer is now an expectation. The best approach to direct mail is that of highly targeted marketing campaigns that pin-point more closely those customers that should be receiving a particular message and placing that message front of mind using the client’s preferred medium or mediums to do so. The development of this envelope technology now means there are even fewer limitations to a great marketing campaign

Selling your car? Want a Personalised Registration Number?

Car Sales

Motor retailers Toyota, for example, can now up sell cars, servicing plans or insurance services on the envelope as well as the content to the named person, using the car’s colour, make and model to gain the attention of the recipient from the minute it lands on the door mat.

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: +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: +44 (0) 20 8293 8550

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January 19, 2015

Pay peanuts – get monkeys! No more monkey business for Direct Mail Marketing!

Pay peanuts – get monkeys! No more monkey business for Direct Mail Marketing!


Would you put your brand’s future in the hands of monkeys?

Direct mail marketing is enjoying a resurgence as advertisers realise the power of this channel. The increase in postage rates has been no barrier to this within the sector with greater effectiveness in response for those advertisers that continue investing in the medium. With a roughly 30% increase in responses relative to email only, direct mail remains one of the most solidly established methods of acquiring new clients.

The proven success of direct mail, and the continued investment in it by marketing professionals and advertising agencies on behalf of their clients, demonstrates the power of tangible marketing in a virtual world of noise. Physical and tangible marketing remains in the memory longer, increases emotion and promotes positive brand association.

Advertisers need a direct mail partner that they can trust to deliver. Romax’s years of experience, and preferred partner status to some of the biggest advertisers in the UK, alongside its data management services means that they are a partner heavily relied upon to deliver quality, targeted and effective printed direct mail campaigns.

Romax’s data management services, ensure that advertisers placing orders will receive a top and tail review of their data which will highlight any risks with potential effectiveness of a data driven print campaign. Romax excel when they are leveraged for its quality control and enhanced services which is best demonstrated by the higher ROI enjoyed by its partners and clients.

Direct mail is most effective when the messaging is aligned with target audiences. When you are marketing a product or service, there are a few things that you are going to want to convey to your potential customers or clients. Mostly utility – a proven ability to do what it says it can, value for money and the correct positioning to drive its performance in the market.

Brand perception is all-important and if you use cheap methods or suppliers you could be placing your brand and/or company at risk, not to mention the limiting effectiveness of your direct response goals, because potential customers are not going to see that your brand is worthy of a part of their wallet.

Your direct mail supplier is an essential partner in delivering your advertising goals. Do not take risks with your future. Employ a partner that has well-defined business processes, quality controls and the right type of technology and people to ensure that campaigns go out on time and to the required standard every time.

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: +44 (0) 20 8293 8550

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December 31, 2014

Is your direct mail supplier up to standard?

Quality check: Is your direct mail supplier up to standard?

Whether it’s passing the Christmas deadline panic, starting a new financial year, or simply being inspired by the fresh start, the new year often prompts organisations to carry out reviews. That’s certainly true users of direct mail, but one review you may overlook is the quality record and procedures of your direct mail supplier.

Over recent years, the economic downturn has rightly focussed service buyers on cost, what is clear now is that the best companies, despite having to tighten their belts too, have continued to provide the highest level of service and continued to invest in employees, equipment and technology, ensuring process and security are paramount.

While vetting such procedures may seem like unnecessary red tape, it can be a smart long-term move. Most organisations that use direct mail specialists do know better than to simply pick the cheapest option, but relying on past performance and even personal experience when selecting and maintaining a supplier is inadequate. That simply tells you everything has gone great so far, but doesn’t adequately address the risks that the service might drop off in the future.

That’s where quality procedures come in. There’s no such thing as a 100% guarantee, but looking for direct mail specialists with proven and accredited quality procedures is the best way to make sure the fundamentals are in place and risks are minimised.


So what to look for? Numerous ISO standards measure whether a company is up to scratch on a range of specialist procedures, usually through independent accreditation and assessment. Some key standards to look out for in a direct mail specialist are ISO 27001, which covers the way firms handle and store confidential data such as customer information; ISO 14001, which covers environmental management; and ISO 9001, which covers the overall way a company maintains quality, meeting customer needs while still complying with legal regulations.

You can also look for the Investors in People standard (managed by the UK Commission for Employment and Skills rather than the ISO.) This uses a recognised (basic), then bronze, silver and gold standard to assess whether a firm has a clear business plan, realistic and measurable targets for achieving the plan, and effective systems for managing staff and harnessing their ideas.

Dealing with direct mail suppliers who meet the standard is useful to meet your own business’s ethical value framework. Just as significantly, firms that meet the standard are more likely to be able to grow, adapt and maintain excellent service to customers rather than being inflexible, stagnant and unable to deal with potential crises.

Remember that not every reputable direct mail supplier will have opted to get accreditation for standards, perhaps because it feels the administration involved is not worthwhile. But never be afraid to ask about a potential supplier’s quality procedures because ultimately the way they run their business directly affects the service they can give you.

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: +44 (0) 20 8293 8550

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December 4, 2014

Increase Customer Engagement Over Christmas With Direct Mail

Increase customer engagement over Christmas with direct mail

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

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

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

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

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

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