November 27, 2018

9 Tips for Re-energising Your Print Marketing Collateral

Is your print marketing collateral stale and ineffective? We have put together nine tips to help you freshen up your print.


Tip One: Use speciality card and paper in different shapes and sizes

One way to breathe life into your print collateral is to use speciality paper. It can help you stand out and be remembered by your target audience. For example, textured paper can really enhance the tactile nature of your print collateral, and this, in turn, helps to make your brand more memorable. But don’t stop there. Instead of sticking to the standard shapes and sizes, mix it up a bit and use eye-catching cut-outs in sizes that surprise and delight the audience. Though be sure your choices accurately reflect your brand identity and are suitable for the target audience.

Tip Two: Use foil stamping to grab attention

Foil stamping is a printing process that uses foil in combination with dye to create luxury metallic effects on all kinds of print collateral from business cards to brochures. It can enhance print in several ways:

  • adds a strong sense of quality;
  • the shiny metallic effect serves as an excellent attention grabber;
  • it provides some additional

Tip Three: Better graphic design

As business owners, sometimes we settle for whatever our graphic designers come up with.

However, this can lead to mediocre results that don’t help us achieve our business goals.

So, take a look at your current print collateral and ask yourself: Is this really the best design for the job? If the answer is no, then consider hiring a graphic designer that has a proven track record of working in your industry and producing high-quality designs. But don’t stop there. Be sure to push them i.e. get them to dig deeper. Don’t settle for the first idea they pitch you. Be armed with a clear vision of what you want to achieve and make sure you get it.

Tip Four: Use authentic imagery

A major marketing trend now is authenticity. People are tired of cheesy, cliched stock photos that don’t reflect their own lives or reality in general. At worse, it puts people off. At best it just fails to appeal to them. This is why more and more marketers are turning to authentic lifestyle imagery as it helps brands connect with people on a more sincere level.

Tip Five: Tailor communications to different events

If you have a regular calendar of events that your business attends every year, chances are you use generic print collateral for each one. On the surface, this appears more efficient in terms of cost. However, you could be missing out on making a good impact. Different events (such as conferences and tradeshows) have their own energies, which is to say they have their own buzz and excitement. So, a good way to harness that energy is to tailor your communications for each individual event.

Tip Six: Plan ahead for events

If you know that you’ll be attending an event that requires specific communication, then it’s a good idea to plan your print collateral in advance. There’s nothing more stressful than leaving it to the last minute and rushing something through that ends up shoddy and ineffective. Advanced planning gives you enough time to develop creative ideas and allows your designers and copywriters to come up with something that really works.

Tip Seven: Go multisensory!

Scientific studies have shown that people are more likely to make a meaningful connection with your brand if their senses have been stimulated in some way. This is why print marketing is so much more powerful than digital marketing. One tactic that creative marketers are turning to is the multisensory mailshot. The idea is to stimulate as many senses as possible so as to forge a positive connection with the recipient. So, think about combining your print marketing collateral with aromas, sounds and interesting textures.

Tip Eight: Print-based content marketing

A lot of marketer’s associate ‘content marketing’ with digital marketing. But this is a very narrow view. Traditionally, content marketing has its roots in the print form. One example is the purveyor of fine food that publishes a monthly or quarterly printed magazine packed with interesting recipes and articles. By providing useful, interesting and entertaining content, they earn the respect and trust of the audience. So, in order to give your print strategy a boost, this is something you may want to include in your marketing plan.

Tip Nine: Integrate it with online marketing

Another way to give your print marketing a boost is to make sure it aligns with your digital marketing so that it becomes a tightly knit system that guides the customer through the marketing funnel. You can use the memorable and tangible nature of print to grab their attention, and then direct them to your website or social media channels where you can use the power of digital channels to convert them into leads or customers.

If you have in mind an idea for Direct Mail campaign, we are here to help you. Contact us at or call us at +44 (0) 20 8293 8550 to get a free quote. 

January 31, 2018

2018 Direct Mail Facts & Figures – JICMAIL Report

2018 Direct Mail Report


The JICMAIL, a Joint Industry Committee set up to represent clients who use mail and the industry that delivers it, have just launched their 2018 Direct Mail Annual ReportNew Currency for Mail.”

Over a 3 month period, JICMAIL tracked the mail activity of around 1,000 households. Participants recorded via an App the mail they received each week and subsequent actions taken by them or anyone in their household, as a result of receiving the mail, for three further weeks. The currency was supported by a face to face Omnibus survey and an online survey.


What do UK Consumers do with Their Mail?

Over the subsequent twenty-eight days they are still opening their mail.


To capture details on all mail coming into the house and understanding what happens with that mail it was decided to capture everything received. This gives us data to understand the different exposure to reach and frequency for different types of mail.


  1. Advertising Mail

This can effectively come from any sector from a Supermarket to a Financial or Services Business.  It is classified as addressed mail if it clearly contains information about products and services, or an offer that drives recipients to the web.

1.1 Addressed Mail

Addressed Mail is an item of mail addressed to an individual in the household. The type of mail piece to qualify as AM must be a letter, catalogue or leaflet/flyer addressed either to the householder, someone else in the house, to the “occupier,” or someone else who doesn’t live there.

The report concludes that with addressed mail:

  • 57% opened it when it just arrived and 20.8% open it within twenty-eight day period
  • 48.5% read/looked/glanced at it and 23% within twenty-eight day period
  • 26% threw it away/recycled
  • 24% put aside to look at later
  • The average household receives 1.3 items each day
  • The presence of children increases the number of items of addressed mail received – 1.45 versus 1.25
  • ABC1s receive significantly more addressed mail than on average at 1.46
  • Women are 16.7% more likely than average to be exposed to addressed mail
  • The average frequency (re-visited) across addressed mail is 4.2
  • Letters do command a higher frequency than catalogues or “partially” addressed mail
  • Leaflets and flyers are revisited 3.6 times.


1.2 Door drops

These are items which do not have an address and are not addressed to a “householder” or “occupant”. Again, of course, they can come from any sector and can be from any sender.

The report concludes that the door drops:

  • 60.5% read/looked/glanced at it
  • 85% threw it away/recycled
  • 16% put it aside to look at later
  • The average  frequency for door drops is 3
  • The top ranking frequency is for information about entertainment or activities
  • Having children in the household does not significantly increase the number of unaddressed items received but age and social grade do
  • Younger respondents (aged 16-24) receive significantly fewer items of door drop at 0.55
  • ABC1s receive significantly more than C2s at 0.66 and DE at 0.70.

  1. Business Mail

Business mail can come from any sector but it must contain a financial information, statements, bills, notification or reminder rather than an advertising message. Business mail is not a key focus for this study but we have included a section on business mail in order for planners to be able to understand the reach and frequency of customer communications which is what this portion of mail includes.

The report concludes that for Business Mail:

  • Reach for business mail is the highest across all mail categories at an average of 1.2
  • It is least likely to be shared when the letter is addressed to the household coordinator, but still will be shared with a reach of 1.1.
  • Frequency is highest in those categories where it is personally addressed either to the household coordinator or to someone else in the house the household co-ordinator then passes it on to
  • Business mail frequency is highest for Utilities at 5.4.


What Mail is Received and When?


Want to know more? Download the full report:


The blog post was written by Nilda Cerna, Marketing Manager Romax Marketing & Distribution.




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, Membership Communication Services and Marketing Consultancy.

 Contact us: +44 (0) 20 8293 8550


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July 12, 2017

Top 9 Christmas Campaigns

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

Top 9 Direct Mail Christmas Campaigns

With the preparation for your Christmas and New Year campaign either underway or about to begin (yes, it’s July, but, it’s never too early for Christmas), as a marketer you should consider including Direct Mail in your marketing plans. Why?

There are multiple reasons to include Direct Mail in your Christmas Campaign – If you need inspiration for your Christmas Direct Mail Campaign here are our favourite top 9 direct mail Christmas campaigns.

1. Emma Bridgewater
This handmade pottery company matched an image of the coffee mug with the client’s name to look like the final result and promote personalised pottery sales. emma-bridgewater

British retailer Emma Bridgewater, who create personalised handmade mugs and pottery, increased their Direct Mail Christmas campaign responses by 25% thanks to the targeted mail which matched an image with the coffee cup with the client’s name. Read the Emma Bridgwater Case Study here.

2. Smart
Smart promoted their brand following their own concept of reduced size. For Christmas, they sent a card with miniature Christmas Tree accessories. Cute and Smart!


3. John Lewis
The British Retailer sent a Christmas Pack that included a Christmas card, wrapping paper and a brochure with a range of gift ideas. The recipients of the direct mail also received a free mince pie and hot drink when they visited the John Lewis stores.


Printing communications are a highly effective medium, offering a real-world experience. It’s not surprising that 83% of people value mail that is up-to-date and relevant. Moreover, sending meaningful communications helps to keep your brand front of mind and increase your online sales.

4. OgilvyOne
The agency OgilvyOne created an oil painting showing a modern British family at Christmas painted in a traditional style. Each detail in the painting represents one of their clients and their products. What a great way to show customer loyalty and promote yourself at the same time!

public-creative_review-206468-cr_images-ogilvyone-default-640 public-creative_review-206468-cr_images-ogilvy_one_christmas_card_key_0-default-640

5. OgilvyOne

Another great piece of direct mail from OgilvyOne, that mixed direct and digital channels, was a card and  3-D glasses that referred to a YouTube greeting video. The mail was sent to 500 clients, suppliers and prospects with huge success.

3D direct mail

Direct marketing will increase visitors to your website. 59% of people have visited a company website to find out more after receiving a direct mail.

6. Lancashire County Cricket Club
An interactive direct mail piece that plays on the traditional English Christmas cracker.


7. Selfridges

Selfridges’ Christmas direct mail campaign brought the excitement of the season with a package that included a book of Christmas stories and a pop-up Victorian diorama.

selfridge christmas card

Marketing campaigns that include direct mail are up to 40% more likely to deliver top-ranking acquisition levels than campaigns without mail. Furthermore, stand-alone direct mail campaigns can rocket your ROI if they incorporate personalised text and images that resonate with your target audience.

8. Lady Fingers Letter Press

This stationery company has a series of Christmas cards, why don’t you use their ideas to promote your own brand this Christmas?


9. Bray Leino
This Cream Award-winning Bray Leino Christmas card was sent as dimensional direct mail. A tasty cookie carried a serious message while reminding clients of the agency’s strengths.

“This year, instead of Christmas cards we’re donating money to the No More Landmines Trust. Best wishes from everyone at Bray Leino Bristol.”

direct mail

Resources: Canadapost, Thedrum, Campaignlive, Romax Marketing.

direct mail rocket ROI

Romax_tagRomax Marketing & Distribution provides a wide range of services in Direct Marketing for B2B and B2C, including Direct Mail, Data Management, Printing, Discount Postage, Membership Communication Services, and Consultancy.  Contact us for a bespoken solution. +44 (0) 20 8293 8550 –

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February 17, 2016

Client Services in Print and Direct Mail

A view from Client Services in Print and Direct Mail

Being the head of client services in print and direct mail marketing, I have to help our teams manage vital marketing for our clients, under tight deadlines within a pressured environment – all part of a day’s work.

By Charlene Plows, Head of Client Services

How many times do you call customer services and not receive the answers you need? More annoyingly you may get a less than helpful representative on the end of phone hiding behind a corporate wall. They may not actually say those immortal words – “computer says no”, but the implication is the same!   You may have to leave a voicemail (nobody likes leaving a voicemail), or hope that when you are told you will receive a call back – you will!

At Romax we aim to rewrite the rules. We believe very strongly that client service comes first. We have a ban on voicemail and you will always be answered by a knowledgeable member of our team. We offer a genuine ‘open door’ policy. Inviting clients to visit us to discuss their projects, oversee their projects and watch their jobs being printed, fulfilled and despatched. When we say a job is despatching – it is.

There are many do’s and do not’s to ensure that our clients are happy.  In my opinion, the key to successful client services is not only to understand your needs but to view the process from the client view point. Understanding the pressures, deadlines and complications that you as a client face on a daily basis means that we can provide services that focus on meeting those needs.

Being responsive, proactive, honest and polite, means that we are already halfway there.

Previously, I have written about the ILM Level 5 Degree that my colleagues and I achieved. My ILM Degree Journey Charlene Plows Romax. Always having a clear opinion that people should be treated respectfully and politely, my training helped me to further understand different learning styles. After completing a few different exercises, I realised that the world wasn’t full of Charlene’s and therefore I needed to adapt the way I handled situations. Ensuring that we see the individual. This has helped me develop the client services team at Romax to listen to the client, empathise and look for a solution rather than creating a problem.

Being a successful business and despite our desire to always want to help, Romax cannot always meet every request made of us. There isn’t a complete guide book on client services in print and direct mail and how keep your clients happy 100% of the time. However, with a little patience, empathy and common sense we meet and exceed our client expectations. We would not be a success without clients – this we never forget.


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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November 4, 2014

The Humble White Envelope? Should You Use Printed Envelopes

The Humble White Envelope? Should You Use Printed Envelopes?

Direct-mail print marketing is one of the most widely practised and successful methods adopted by organisations to advertise themselves to a large volume of consumers. Proven to be a powerful method of driving sales, marketing experts have developed some ingenious and artfully deceptive methods to guarantee their mail gets opened, and not get thrown straight in the recycle bin using a printed envelope is just one of way to gain attention.

Believe it or not, it all begins with the outer packaging/envelope. An immediate judgement is made by the recipient – is this letter worth opening? In general, public mentality dictates that if it looks like (and I do not like this phrase) ‘junk’ mail, it will be discarded unopened and unread, the recipient uninterested from the very first impression. The instant a potential consumer picks up the envelope containing marketing literature, the first barrier is to convince the consumer that what is inside is worth their time, a scarce commodity these days.

As consumers, we have become accustomed to the tell-tale signs of promotional mail, and recognise immediately content heavy envelopes featuring ‘teaser’ copy as food for the recycling bin. However, in current times when competition is rife, marketers are challenged to come up with more innovative methods of gaining consumer attention. Do you opt for a Teaser Strap Line, A Full-Colour Attention Grabbing Outer, or the more subtle approach? One size, of course, does not fit all of course, and it depends on the data, is this a happy involved client who likes /wants your offer, or is this a ‘cold’ lead that needs their interest piqued?

Enter the humble white envelope, personally addressed at the foot of your front door. This unobtrusive letter has a sense of modesty that begs to be read, simply for the reason that the sender and contents are unknown. Artfully deceptive, the ‘blind’ envelope rather than the printed envelope, means that the recipient has little choice but to open it, as the contents could be of great importance. Very shrewd  – inverse psychology perhaps?

The trick, it seems, is to intrigue the consumer, spark enough curiosity to get past the initial obstacle, gaining not only their attention but also gaining a step ahead of the competition who may well have gone straight in the recycle bin. Of course, the only way to know the best course is to test multiple cell options before going ahead with your large marketing roll out.

If you would like to discuss the best way of either ‘grabbing’ attention, ‘seeking’ attention or ‘gaining’ attention, please contact or call us 020 8293 8550

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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