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 23, 2020

Direct mail provides an opportunity for brands to cut through the noise

The continuing spread of Covid-19 and its tragic effects has left very little of the print world untouched. The combination of an economic lockdown and staff either furloughed, laid off or working from home has completely transformed the industry landscape, with the majority of print companies reporting a significant decrease in order levels.

There are however, glimmers of light in the darkness. A number of areas within the print industry, such as food and pharma packaging, as well as suppliers for the NHS and other public service sectors, are as busy or busier than ever. And with the rapid decline of experiential marketing, many commentators are seeing an opportunity for direct mail.

Brand in the hand

With most people spending the vast majority of their days at home, being able to get a piece of mail or a door drop directly into the hand is a big advantage for any brand, particularly at a time when marketing is dominated by TV and online. Offering something physical that communicates an appropriate message can be a powerful way to build a brand or ensure loyalty once this is all over. And for charities whose donation levels have been hit hard by the virus, direct mail offers valuable levels of engagement and ROI.

The Opportunity for Direct Mail

Brands should understand the power and effectiveness of print. While TV has the reach, it remains a highly expensive option for many companies and organisations, plus it lacks the targeting power of DM and partially addressed mail. Of course, right now many people are living their lives online, but the constant bombardment of online ads and content makes it difficult for any company to really cut-though and engage a consumer.

Done well, direct mail has the power to stop people in their tracks, grab their attention and compel them to take action. The physical nature of the medium also means that it’s likely to stay around in the home for longer – 17 days according to the Royal Mail study ‘The Private Life of Mail’.

What’s more, direct mail has a perceived value and importance that virtual media simply doesn’t, which is why the Government and the NHS have been using it to communicate key messages and health advice to the population throughout this crisis.

Ahead of the curve

In any crisis, marketing is usually the first budget to be slashed. But marketing experts agree that continuing to communicate with customers during a crisis is vital for brands, keeping them front-of-mind for consumers that will want normal life to return as quickly as possible once this situation is over.

“The best time to market to people is when others are not,” said Robin Sumner, Managing Director of Romax. “After the initial panic subsides and the society accepts the ‘new normal’, then the trade will return swiftly – those that have continued to promote during that time will be ahead of the curve.”

The article was created by Two Sides.

February 11, 2020

5 ways to give your direct marketing a boost

The pendulum has swung back to make direct marketing very effective. For a long time email has muscled in on the act and, as it’s free and instant, it’s been a very popular marketing tool. It still is, but direct marketing also works very well.

Give your direct marketing a makeover and get a much higher success rate.  Here are our top 5 tips:

1:  Start with a clear focus

What is the purpose of the campaign? In other words, what do you want people to think, feel and do as a result of receiving your direct mail? 

This may seem obvious, but it’s surprising how many pieces of direct mail go straight into the recycling bin, simply because the recipient can’t see the point of them.

2:  Less is more

OK, this is a cliché, but it’s true. Don’t clutter your direct mail material with lots of information all jammed together. 

You need an attention-grabbing headline and the essential information to persuade people to take action. When you’ve done your first draft, revisit it and see what can be deleted without diminishing your message. Your designer will find it much easier to create a compelling visual if your message is clear and not cluttered.

3:  Make your call to action stand out

If you want people to take action when they’ve read your direct mail, make it clear what that is. Do you want them to phone, email, visit a website, visit a store?

Pick ONE call to action, make it clear and make it easy for people to do. If you want people to phone, tell them to do that, e.g. Phone us now on 01234 678910. Or if you want to add your website, make sure it’s in a much smaller font and not muddying the water.

If you do want people to visit your website consider how easy it is to type your web address into the browser. If your web address is long or one that has confusing spellings, it might be worthwhile investing in a domain name that is much shorter and easy to type and pointing this at your main website or the page where your offer is.

4:  Improve your mailing list

The cleaner your list the better and the more you know about the people in your list, the more targeted your mail campaigns will be.

This can be a time-consuming job, but worthwhile. It can actually save you money on sending duplicate mailings to the same address or sending mail to people who are now deceased.    

Fortunately, there are automated systems that can help with both cleaning and enhancing your list, which will save even more of your time, making your marketing more cost-effective. (We do this for many of our clients; get in touch if you’d like to know more about this service).

5: Personalise your direct mail items

If you send a personalised piece of direct marketing, the response will be much better.

This can be as simple as including a ‘hand-written’ envelope, including the recipient’s name or, if you have information on their buying patterns, it can be completely personalised to feature their favourite purchases.

This is a specialist process that requires complex software that links the data with the printing process – but it’s definitely possible – and it’s one of the services we offer.

Find out more about how your direct mail campaigns can give a boost. Call us on 020 8293 8550.

December 3, 2018

Top 5 best Christmas print campaigns

With its power to grab attention and communicate brand messages in a single glance, print advertising is still a marketing force to be reckoned with. And it’s during the festive season that it really shines. While we’re rushing around doing all kinds of Christmassy stuff, a well-crafted print advert can cut through the noise and put a smile on our faces while at the same time communicating some key messages. So from Heineken Santa to Ho Ho Hovis lets take a look at five of the best Christmas print campaigns from around the world.


ONE: The Heineken Santa

The festive season comes with great responsibility, even for Santa. This classic print ad from Heineken managed to communicate a very important public safety message in a very discreet and creative way. It was a great example of showing over telling. We imagined a drunken Santa crashing his sleigh, a thought-provoking image that reminded us of our own responsibilities.


TWO: We Three Benz

Picture the Three Kings turning up before everyone else because they followed the star of Bethlehem in a Mercedes.  This humorous advert from Mercedes-Benz exploited an ancient Christmas trope wonderfully. It had a great aesthetic too, making use of traditional styles to give the finished piece an authentic Christmassy texture. Not only did it put a smile on our faces, but it also communicated some key brand messages: Mercedes-Benz produces authentic, stylish and reliable cars.


THREE: Publicis Christmas Tree

The Singapore branch of Publicis (a global marketing agency) came up with this classic ad to promote their own creative attributes. Using red and green (the traditional colours of Christmas) they crafted a powerful festive image that showed the audience what you can achieve with a pencil and an imaginative idea.


FOUR: Ho Ho Hovis

Unless it’s got the word Stollen before it, we don’t normally associate Christmas with bread. So the creators of this ad deserve a round of applause for finding a way to make Hovis relevant over the festive period. After all, Christmas wouldn’t be Christmas without turkey sandwiches on Boxing Day.


FIVE: Have yourself a beery little Christmas!

Let’s finish with a nightcap. A Christmas nightcap to be more precise. Anheuser-Busch InBev, a global drinks company based in Belgium, came up with this genius advert to promote their products over the festive period.  The clever concept, the sharp graphics and the overall simplicity of composition are what make this advert a yuletide classic.


Having a few drinks over the festive season is the very meaning of Merry Christmas!

September 4, 2018

Advantages of Direct Mail

Direct mail is a great form of communication simply because it provides intimate, person-to-person conversation which commands attention by taking advantage of an individual’s habit of reading and responding to mail.

When do you use direct mail? It can be used for various purposes, such as:

  • soliciting new orders,
  • generating leads,
  • create a positive brand image that will help future sales,
  • cross-selling to existing customers,
  • building brand loyalty,
  • increasing repeat orders,
  • reactivating dormant accounts or increasing sales coverage.

Even though nowadays online channels of communication are widely used, direct mail stands out for its great open rate which can easily reach up to 80%. Moreover, this channel of communication is not limited in time or space or format. Direct mail has a wide range of advantages, let us guide you through the most important ones.

Highly targeted

Every direct mail campaign has great targeting options. You can adjust messages for a specific audience, from loyal customers to new prospects. Thus, customers receive only offers that meet their individual needs or buying habits.


Each letter can contain personalised information. Using the database it is easy to find out customers’ needs by analysing their previous history of purchases. This way we alter the message and it can certainly appeal to each person individually.

Tangible format

Above all, mail is tangible. Since customers are getting mail directly the chances to receive the message is higher. Moreover, when customers receive a physical copy they are more likely to view its content as reliable.

Range of formats

Such a form of communication provides a wide variety of formats, from postcards to leaflets, to catalogues and magazines. We can customise your mail. Therefore, there is no limitation of colour use, paper quality or mail format.

Easily measured

We can easily measure the direct mail. Each mail can contain the traceable code that customers will redeem upon the purchase. Furthermore, the results will be collected and will reveal the success of the campaign.


Direct mail can be cost-effective. The creation of the campaign can be effortless and inexpensive. Moreover, mass mail makes execution of such campaign affordable.

Proven track records

Over time direct mail has proven its efficiency. Because this technique has been used widely and over a long time, the data of successful campaigns prove its potential. According to the DMA, the response rate of direct mail on average is 4.4%, compared to the email response rate of 0.12%. As a result, direct mail offers a negligible cost with a reliable return.

Finally, despite the attention to other marketing channels, direct mail takes an important place in executions of competitive marketing campaigns. And we will be happy to help you create strong mailing campaign for any business purpose.

Romax Marketing & Distribution has more than 20 years of experience managing Direct Marketing campaigns. Don’t hesitate to contact the Romax Team to receive advice on your next campaign.:, +44 (0) 20 8293 8550

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August 17, 2018

What does GDPR mean for Print Marketing?

The new GDPR legislation doesn’t only affect digital marketing, it also has an impact on traditional print channels. We have taken a little look at what GDPR means for print marketing communications. Let’s dive in.


You may need to update some of your print collateral

The first thing to remember is that GDPR applies to all forms of personal data collection and processing. So, businesses that use traditional print marketing still have to:



If, for example, you’re gathering phone numbers and email addresses via print material, you still need active consent. You won’t be able to assume they’ve opted in simply because they’ve filled in a form. To allow for gaining consent all your print material should be updated, and the copy will have to make it clear exactly what the data will be used for. Your direct mail should provide details on how people can opt out or access their personal data in the future.


So this may mean additional expense because old material has to be discontinued and new material printed up. However, it’ll be worth it because not only will you still benefit from the power of print marketing, but you’ll also be doing it in a lawful way.


Good news for postal marketing: ICO say you won’t need consent

According to the ICO, you won’t need consent for postal marketing if it’s aimed at existing or past customers, or people who have previously shown an interest. This is because you may have a lawful basis under ‘legitimate interest’.


As a lawful basis, legitimate interest has no strict definition and is therefore quite flexible. Essentially it boils down to whether there is any negative impact on a person’s privacy and/or wellbeing. If you can reasonably say that the recipient wouldn’t be surprised or annoyed by communications from you, and indeed they might find it beneficial and it won’t lead them into harmful situations, then you may have a case for legitimate interest. You just need to make sure the recipients can opt out, to respect their right to object.


In addition to this, you won’t need to gain consent if the print material is part of the service you provide i.e. what the recipient expects from you. For example, if you’re running a membership programme that sends out seasonal catalogues, you won’t need to regain consent because this is part of what the members signed up for.


In fact, if you send out consent requests to all your members or mailing lists, you could be causing a nuisance.


The ICO has plenty of helpful information on their website; it’s worth diving into their resource centre and familiarising yourself with best practices. 


Print marketing


GDPR could force print marketers into being more efficient

There have been a lot of concerns about GDPR limiting the marketing scope. However, GDPR could actually make the print marketing process more efficient and therefore boost ROIs.


Regularly auditing and cleaning your lists could mean lower print costs. In other words you won’t be wasting resources on sending material to people who are unlikely to be interested.


So, you could end up getting the same results with a lower outlay.


A trend towards door-drop media

Print marketers will be looking for ways to minimize GDPR liabilities. So we’ll probably see a rise in door drop media, a marketing channel that has GDPR compliance baked into it. You won’t even need to use ‘legitimate interest’.


So, what is door-drop media and how does it work?

It’s a direct marketing action that allows you to target households based on postcodes grouped according to their demographic profiles. Use special software to organise postcodes into categories and make well-targeted campaigns. GDPR legislation doesn’t apply because you won’t be processing any personal data.


The ICO has made it quite clear:

“If an organisation is sending mail or leaflets to every address in an area and does not know the identity of the people at those addresses, it is not processing personal data for direct marketing, and the GDPR rules will not apply.”


This makes door-drop media an attractive option for print marketers looking to reduce GDPR risk while maintaining a positive strategic advantage.


November 13, 2017

There really is such a thing as FREE ADVICE – Ask Robin

You know that there are thousands of excellent digital marketing and website experts who share the latest trends, tools and advice. We love and follow them because we combine digital and direct marketing in our campaigns.

But if we want to find an expert in direct marketing the story is slightly different. There are a small number of websites where you can find relevant information, most of them have useful details about the sector, the facts and figures and significant studies which pretend to show the direct marketing reality and how to affect your overall marketing result. But, they are still missing an expert who shares their hands-on experience in this sector.

So, considering that in our 20 years of trading, we have managed thousands of direct marketing campaigns for clients across a wide range of sectors such as business and financial services, retail, both traditional and e-commerce, conference and media, arts, charity, telecoms and membership organisations of all sizes including big brands such as Emma Bridgewater, Mercedes-Benz, PlusNet, Southbank Centre, London Zoo, MetFriendly, DKMS and V&A.

How can we transfer our knowledge to marketers?


Currently, we provide a weekly blog post covering different topics related to direct marketing: direct mail examples, neuroscience to understand the consumer behaviour, facts & figures, data management and other subjects relevant to marketing professionals.


We recently launched a series of live free webinars covering direct marketing topics, such as, “How to improve your direct mail” and “5 strategies to boost sales and membership renewals with direct marketing”. We will continue working on those monthly webinars and hope that you will join us for the next one.

NEW SERVICE –  “Ask Robin” for FREE Advice*

Are you probably you still hungry for more? So, because every marketer has their own marketing challenge, be it budget, acquisition strategies, retention and reactivation headaches, and you’re always looking for the next way to improve and save money, we came up with “Ask Robin”

To help marketers like you to increase the overall campaign ROI, find different ways to improve your direct mail and reduce the waste, we have just launched a new free service: “Ask Robin.”

This free advisory ‘Agony Uncle’ service allows you to:

  1. Send your marketing heartaches related to direct marketing.
  2. Send a question about direct marketing.
  3. Clarify data concerns and help understand current legislation
  4. Test your own idea against an independent expert.
  5. Reassure yourself that you have covered your bases.

Robin will respond with personalised advice and all for FREE!

Who is Robin?

Robin Sumner is the founder and Managing Director of Romax Marketing & Distribution who has more than 20 years of experience providing advice and direct marketing services to help companies succeed with their direct mail campaigns. For example, he helped Fantastic Services to improve their client letter and achieve a 249% ROI. And helped Sadler’s Wells reduce the cost of printing and postage by £7500 on just one season brochure mailing for Sadler’s Wells.

How to send your questions to Robin?

Email: Subject: Ask Robin –

Social media: hashtag #AskRobin

Form: Fill the form below with your question




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


Ask Robin

Terms & Conditions

Using the “Ask Robin” free consultation, you are allowing Romax Marketing to publish your question and answer on our blog and other media promotions, such as social media and printed communication, among others.

Romax Marketing also, can publish another details such as your role and company.

Your question may be modified for Romax Marketing Team to be easy to understand, to improve the meaning and technical terms.

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

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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

Contact Us


August 16, 2017

Personalising Direct Mail to Increase ROI

Written by Charlie Browning, Print & Data Manager at Romax Marketing & Distribution.


When clients come to Romax they always ask “How can I get a better ROI on the marketing I am already doing?”, Our response is – Personalisation, relevancy and segmentation.  This doesn’t mean just adding a name and an address with one message – everyone’s doing that. What it does mean, is adding intelligent segmentation that drives dynamic and targeting marketing messages which makes your communication much more personal and relevant to each recipient. Smart personalisation like this will always gain a much better ROI than just one blanket message to all your customers.

Personalised postal card (Text and image).

I will go through a fictional campaign with examples on how to use segmentation to personalise a mailing which I think will help you achieve a greater response.

Why personalise my direct mail?

Reasons to do so:

  • What gives better response rates
  • The Campaign Background

A small fictional company (let’s call them Travel Co.) are fairly established in their market place, a few high street stores, have 2 market offerings – higher and lower value holidays. Travel Co. are trying to market a new sale on Summer Holidays to existing and prospective clients.

There are around 30 different holiday deals detailed in a small sales brochure that they have already produced for distribution in their stores. As an additional medium, they have decided to use them in this direct mail campaign. The deals have a range of target audiences each having their own clear target markets.

Data – The first and most crucial step when personalising direct mail

When thinking about personalisation I always start with 3 questions;

1. What data do I have on my customers? 

2. What information can I obtain?

3. How can I use this information to better target relevant messages to my customers?

From the answers from one and two, we can then create different groups of customers to which we can direct more relevant and effective communications.

In this instance Travel Co. only has names and address. Taking advantage of our Free Audit Service we can enhance the data using advanced profiling techniques. In this illustration, I would use personal income and life stage. All of which amazingly from just a name and address could provide. Thus answering question one and two.

To answer three, we can then create groups in the data, tailoring the communication to each. Travel Co. is then targeting their customers in a much better way than a generic communication to all. Targeting gives a much higher response rate!

Creating two broad groups using personal income, those likely to want higher or lower value holidays. To break both down further we can use the life stage results to put all the customers into the target markets of the various holiday deals.

For example (and I apologise now for any offence, I’m not a travel expert and just using awful stereotypes):

  • The young singles on lower incomes matched to booze cruises.
  • Young higher incomes to short city breaks.
  • Older retirees to longer less “action-packed” tours.
  • Families matched to a range of family-friendly villas.

Remember for direct marketing data is king, there can’t be any personalisation without it!


But what about the personalisation you’re talking about?

With the target markets and deals matched with data let’s get to the design!

We can create cleverly personalised artwork to go with the static brochure enclosed in a clear polythene outer (to show off the brochure deals and catchy artwork). 3 separate holiday offers could be given to each customer depending on which target market they fit into. To make these offers stand out, add a picture of the destination and the highlighted best price.

Make sure the rest of the artwork stays relevant to current customers or prospects by changing the marketing message. A way to make the brand personal is to add a picture of the customers local office manager with name and contact details, for an older audience, this could be a nice personal differentiator from online brands.

How else could I personalise a mailing?

A fantastic example of adding true 1:1 personalisation to a campaign is one that we re-produced over a few campaigns for Emma Bridgewater. Did I mention this improved their Direct Marketing by 25%. Now as they were launching hand painted mugs with a bespoke name, we suggested personalising the mug on the front cover of the catalogue to each recipient. Other campaigns included just a postcard with the mug personalised.

Personalised catalogue cover with client’s name.

Another example is to give different marketing collateral to each of your recipients. This means for each segment of data inserting a targeted brochure, keeping costs down as well as increasing overall. If recipients are receiving targeted collateral they will be far more likely to respond. Read more about how we did this as well as many other enhancements for MetFriendly here:

A few final tips on what not to do:

Now your minds are running wild with ideas here are a few tips and words of warning.

Try not to show how much data you have on the individual unless it is relevant to the campaign. Many consumers are wary of companies that hold too much information and makes them think of “big brother” in George Orwell’s 1984.

Relevancy is king in the case of personalisation, there is no point adding it if it doesn’t add any value to the campaign. E.g. personalise a number plate if your selling peanut butter. Being subtle really helps if it definitely adds to the campaign.


So, looking back at our example we have successfully segmented and profiled our data from only a name and address, this allows us to create much more relevant and directly targeted marketing messages. Using personalisation in intelligent ways we can hugely increase response rates, which will likely either lead to sales or enquiries. Remember you are usually limited to what data you hold and how you understand your clients, so this is the first step to creating ideas.




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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July 25, 2017

Direct Mail Facts & Figures

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

Direct Mail

Are you trying to increase the open rate of your emails to bring more traffic to your website and grow sales? What if I told you that Direct Mail delivered a great return on investment (ROI) and creates strong, emotional connections and brand associations? Let’s show you figures from the Private Life of Mail research by Royal Mail Market Reach that supports this. Research based on eighteen months of investigation, which included focus groups, neuroscience and tactility work, and more than 9.5K survey responses.


Mail in the home

“On average, people kept door drops for 38 days.”

The study shows that people commonly keep mail they find useful. 66% of the respondents stated that they keep mail that they considered useful. Financial and tourism sectors mail saw increases on that figure up to 72%. In contrast, a study of the email analytics revealed that 51% of emails are deleted within two seconds.

Kantar Media’s TGI survey confirmed that 80% of adults had kept relevant mail in the last four weeks. On average, the mail was kept for 17 days for advertising mail, 38 days for door drops and 45 days for bills and statements. For the same reason, it is common practice in the transactional mail, to include targeted communications and adverts, Romax’s many utility clients use this strategy to cross-sell other products.

The age group of 15-34 years old (millennials) are:

  • 42% more likely to find mail memorable than the UK population as a whole.
  • 71% more likely to trust the advertising mail they receive.
  • 21% more likely to have switched supplier as a result of mail.

Mail in the heart

“People value something they can see & touch 24% more than something they can only see.”

There are strong reasons why getting consumers to engage physically with a brand is likely to have a stronger effect on them. Multisensory stimulations alter the way the brain processes messages which are key to driving an emotional response to messages or brands.

Physical contact results in a sense of ownership over an item (Endowment effect), therefore mail gains an advantage over email.



In the study, 64% of the responders had opened a piece of mail that day, and the majority who did go on to interact with it. The highest open rates and interactions come from Statement, bill or information updates, brochures and letters with a promotion or special offer.


Mail in the Wallet

“ 87% of the responders were influenced to make online purchases as a direct result of receiving mail.”

The Internet has changed your customer’s behaviour. They research a product online and buy it in one click. Often digital behaviour is the last action, an identifiable part of the process, though generated by offline media.


The Royal Mail research shows that mail is highly effective at delivering ROI. When mail was included in a campaign, the total communications ROI increased by 12%.  Including mail delivers more than just ROI. Incremental reach, the efficient growth of market share and cost per new customer acquisition also perform better.


To summarise, a single piece of mail can represent multiple opportunities for people to engage with a brand, reminding them of it, reinforcing its values, and ultimately becoming part of everyday life. Direct mail creates an instinctive sense of value being exchanged between the sender and recipient, which the latter may not be aware of.

References: Private Life of Mail, Royal Mail MarketReach. 3Bet Media Marketing, Litmus Email Analytics 2013. TGI Kantar Media, 2014.



Romax_tag1Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2C, Direct Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy.

Contact us: +44 (0) 20 8293 8550

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February 3, 2015

Mailmen – Direct Mail Report Endorsed by Marketing Leaders


Mailmen: Marketing Leaders Endorse Royal Mail MarketReach Direct Mail Report


Robert Senior Comments on the effectiveness in the use of Direct Mail in a marketing campaign

Mailmen: Marketing Leaders Endorse Royal Mail’s MarketReach Campaign endorsed by five influential industry leaders: Robert Senior, Worldwide CEO, Saatchi & Saatchi Fallon Group; Karen Blackett OBE, CEO MediaCom; Nik Roope, Founder, Poke; Elspeth Lynn, Executive Creative Director, M&C Saatchi and David Robinson, Sales and Marketing Director, The Sun.

No marketing professional will ‘put everything on red’ when it comes to planning a successful marketing campaign, but there has been a reawakening of late in the realisation that the value return made from social media and email campaigns without the combined use of a more tangible and emotive marketing touch point such as printed direct mail, does not create the returns required.


At Romax we are huge advocates of the correct use of data driven marketing to ensure that the message of  your campaigns reach the target audience via their preferred media, but also as importantly allows them to respond by the method of their choice. Increasingly this is by a hand held device, tablet, phone or web device. The marketing stimulant to drive activity on your site is what needs thought – a true multi-media cross media  data driven campaign.

Salvation Army Case Study: There is a great case study in the report from a Charitable perspective. It is important to remember that direct mail is the strongest stimulant for the charity sector, but if your non-charity sector marketing campaign is planned as well you will achieve good results too. The graph speaks for itself.


We thought this was a little extreme, but let’s remember this is a marketing report endorsed by ‘The Sun’ so you would expect an evocative headline. As we believe that direct mail is the epitome of communication with clients we can categorically state that no animals were (or will be) eaten as a result of this report!

Part of the report around the impact of direct mail was around the retained value in the household. Big Brother style cameras were installed to ascertain where and how direct mail was interacted with and acted upon. The opposite plan demonstrates the ‘warm’ and ‘hot’ spots of interaction. Unsurprisingly (some may say surprisingly) 1% of people do actually take their mail to the toilet to open it! Top spots being of course the Living Room and Kitchen. More importantly however this shows that once the mail piece has reached destination, it stays in around the household as a tangible interactive marketing piece for so much longer than a electronic communication which we feel are best used as reminders to jolt a response as part of a campaign.


All reports need a comparison chart and we chose this one to discuss here (there are lots more in the report so if you like a good graph or two, you won’t be deprived!) The open rates for ALL of these mail pieces are all much higher than any email campaign would dream of achieving, (where an open rate of 15% plus is seen as a result!) Interaction again is considerably higher than email alone, where a click through interaction rate of single figures is good. So to download the report to read it for yourself now that we have provided an overview click HERE

OK So there was one more….Again we are very clear that email on its own is the poor relation when it comes to achieving results, we also strongly believe that email should definitely be used in a planned and positive way in conjunction WITH direct mail. Key to this is understanding your data, if you know how your clients currently interact with your organisation, then you can, with confidence, communicate with them using their preferred method enforced through other channels.

MM6Romax_tag  f

Romax is a full service, data driven direct marketing company; data, digital print, 1-2-1 marketing, mail and email marketing, originally starting as a London Mailing House, and expanding to provide UK and overseas direct marketing services. To contact us, email: or call +44 (0)20 8293 8550


January 30, 2015

How multi-channel marketing is driving sales growth

How multi-channel marketing is driving sales growth

Increasing numbers of advertisers are using a multi-channel marketing approach to drive customers in store and online. This type of multi-pronged approach involves marketing through multiple channels, for example, through SMS, loyalty cards (for data collection), direct mail, and email.

With this integration of traditional and modern media, and outbound and inbound methodology, increased sales success is being found. A greater percentage of retailers are increasing their spending on traditional direct mail and print solutions, to personalise messaging to their potential customers. So using the data that retailers have collected using their own computer system, they can use traditional direct mail to send out focused and personalised offers or advertisements.For instance, if a healthcare retailer has a loyalty card system and this shows them that one of their customers frequently buys baby food, they could send them a voucher for other baby products. When the customer receives this, they will be happy for the offer, rather than being annoyed by poorly targeted mail.

With specific voucher codes printed on advertisements, there is now much greater traceability when it comes to direct mail or printed campaigns. This means you will be able to clearly see your ROI and make ch anges to your campaign as necessary, giving you an improved response time to the changing market and improving your ROI.

At Romax, we provide comprehensive marketing services through all channels. We handle every aspect of your marketing campaigns, from data and design through to printing and delivery; our detailed approach is done in-house so your marketing is both effective and reasonably priced. As well as providing data services and printed direct mail marketing, Romax now offer seamlessly integrated SMS and email campaigns. So instead of subcontracting out all the different parts of your campaign to different companies, Romax provides the entire multi-channel marketing campaign using a single system. This makes it easier for you to achieve synergy between all parts of your campaign.

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 22, 2015

Virtual Board Meeting Romax

Better a virtual board meeting than no meeting at all!

There’s nothing better than a face to face meeting, the shake of a hand and the sharing of ideas is best done in person. However sometimes time constraints or unforeseen situations arise what used to mean a postponement. That was in the past – before the investment in our IT Structure! Now by using our new technology there is no barrier to a successful meeting.

MS    WD   RS

Case in point today, our monthly scheduled board meeting could not be attended in person by all. However, Wes Dowding, our Operations and Technology Director, simply said – “no problem, we simply link through our office 365 portal, have a video conference and share screens with each other to share documents as necessary”. So that’s what we did!

The ease and productivity of the meeting was not effected and there was a time saving as travel was avoided, releasing more time for other things (like sharing this information in a blog!).

The only negatives were that Wes received excellent tea service from the Client Services Team, whilst Margaret and Robin had to fend for themselves, and that the headsets don’t suit everyone!

Board Meeting

Watch out for further communications from Romax. We specialise in data driven digital print and marketing, but we operate with a modern and proactive outlook. For more information call 020 8293 8550 or email

December 19, 2014

Postage price rises: what next for direct mail?

Postage price rises: what next for direct mail?


Royal Mail driving the postage price rise price rises are not  a surprise in themselves, but those in the direct mail industry were generally shocked to discover that, with very little notice, pricing changes expected for April 2015 will now take effect from the week beginning 2nd January 2015. It’s likely to make many rethink their strategy, but could mean more effective mail marketing for some.

One important effect of the price changes could be that it improves the economics of using machine-readable addressing, such as barcodes, optical character recognition and the Royal Mail’s Mailmark system. For first-class deliveries, using such addressing can now save as much as eight pence per letter for both advertising and business mail. It’s certainly possible that some firms which might have taken their business elsewhere after the price changes may instead figure it’s better to remain with their preferred mail supplier, but adopt machine-readable addressing.

Will this effect smaller firms cutting back on direct mail? With the overall quantity of poorly targeted mailouts received by householders dropping, it’s certainly possible the recipient will pay more attention to better profiled more pertinent individual pieces. Ironically, that could even mean the return on investment actually rises for those companies that invest further in the direct mail but apply improved data process, following the price changes.

Catalogue companies could be most affected by the price changes. The sheer weight of catalogues makes them most susceptible to price increases, meaning retailers will either need to absorb the extra expense or reduce page counts to keep costs constant. Either way, many will have to concentrate on making catalogues more effective to boost orders if they are to avoid passing on the added costs to consumers. One way that this is being ‘rethought’ by Royal Mail is to shrink the postal weight bands for advertising catalogue companies and bring in, for example, 10g incremental price brackets so that should a retailer have 8 extra pages of a brochure that takes it over 100g, they will pay for the increment by weight. This is being considered – watch this space.

The price changes could also bring more attention to direct mail specialist firms which handle Direct Mail advertising on behalf of clients. The price rise means such firms will need to work even harder to justify their services, but will also mean the difference between the most and least effective specialists will become ever more significant.

One thing we at Romax know is that the direct mail and postal market provides marketers with a complex array of variables to consider whan planning their campaign: data, weight, format, machineability, stock, message postal service and of course these costs in relation to ROI. The other thing we know is how to take away  those potential pitfalls for a marketing department, save money and add value to client campaigns.

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