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.

January 7, 2020

Romax Named Global Leader in Direct Marketing by Clutch!

Here at Romax, we know that your companies’ marketing strategy is a crucial component to your business’ success and enhancement. We supply data-driven customer communication to companies that want to improve the overall quality and save resources in the long run.

In light of our continued success, we’ve been named a leading company for direct marketing on Clutch’s Global leader’s list. This is a directory of the top direct marketing service providers, vetted from around the world, and verified by Clutch’s in-depth research. Out of 160,000 vendors on their platform, we fall into the top ten percentile!

We’d like to take this time to thank our customers for their loyalty, dedication, and contribution towards helping us reach this goal. They participated in one on one client interviews with Clutch analysts to gauge our impact on their day-to-day businesses. They ranked us on the basis of cost-effectiveness and value for their financial investment, quality of our overall service, and our consistent compliance with project deadlines. In reflection of those scores, we’ve received a wonderful five out of five stars! We’re so happy to be meeting our customers’ needs so succinctly. Please take a look at a recent review below:

We are thrilled to be chosen as one of the leading direct marketing companies!” – Marketing Manager, Alina Agarkova

Thank you one and all for making this award possible! Please drop us a line if you’d like to work together on a project soon!

December 27, 2019

A marketing channel with the highest open rate in 2020

The Internet has become an essential part of our lives and today’s communications are mostly online. The appearance of smartphones and other new technology have given us the ability to communicate in many different ways.

However, not all communications online are harmless. In order to grab customers’ attention, online brands are competing in a bidding auction, spending thousands, but this doesn’t always get the results they hope for. People are overwhelmed with generic information that doesn’t engage them.

Get attention

In a constantly moving, overwhelming world, how do you get people’s attention? Think about messaging your kids, what are they more likely to read, SMS or a letter? Receiving a letter for young people is an unusual form of communication, and it is more likely they will open the letter.

According to Market Reach, 64% of people open and read material received by post on the day they receive it. Compare that to email open rates, where you’re lucky if the open rate reaches 20% – assuming the message doesn’t end up in a spam filter.

So direct mail has resurfaced as an effective marketing strategy.

Build trust

In the buzz of millions of online communications, marketers have a competitive advantage when using tangible communication methods. Receiving information on paper increases trust among your customers.

The initial investment in direct mail marketing suggests that you have faith in your own company. Your business is perceived as reliable and stable, these factors matter more to your customer than the cost.

As the entry barriers are higher than in digital advertising, the brand is perceived as more trusted. Printed communications outperform digital, especially in getting your brand remembered.

When Facebook was accused of a data breach, they chose to use a printed media campaign to regain trust. Instead of running a campaign through digital channels, Facebook decided to use a method that generates high levels of trust.

Ethical advertising

Another myth about printed communication is that it’s unethical. Environmental campaigners tell us that paperless communication does less damage to our planet. However, the print industry is self-sustainable.

According to Two Sides, more than 72% of paper is recycled. For every tree that is used for paper, another three trees are planted. Therefore, packaging manufacturers are coming back to paper materials for mass communication.

At Romax, we recycle paper, plastic, glass and metal. We are conscious not only for our resources, but we also want to save your resources. There are several ways we can help you to save your budget, but we always suggest by starting with cleaning your data, so mail only goes to genuine contacts – and they only get ONE copy.

Contact us today at 020 8293 8550 or hello@romax.co.uk to book your free data audit.

May 24, 2019

Lenticular printing – a new marketing dimension!

Effects range across:

  • 3D depth (without glasses)
  • FLIP – 2 or 3 different images overlaid on each other where slight left to right movement changes the image
  • Animation – Converting frames from a video clip and creating moving print

Lenticular printing is the only specialism in the world that involves printing on to a transparent clear plastic with an array of optical lens ribs across the surface. Then images are printed on the back of the film, and when viewed through the optical lens on the front, they create the moving image.

Working exclusively with this innovative material and our print partner, Romax can now deliver print solutions that enable you to promote your products and services using a more visually impactful and engaging way, that standard flat 2D printing just cannot.

Furthermore, complex software and pre-press digital artwork preparation historically made access to this print costly. Our partner, Lentico, has changed this by pioneering an image conversion portal that streamlines the process for a modern market.

Now… the ‘sciency’ bit… for those that like it technical

3D Printing

Three-dimensional vision is achieved by merging the image data from the left and right eyes within the brain. Such a phenomenon is called parallax. It shows the apparent placement of an object relative to its background when viewed from slightly different positions.

Moreover, the web-based conversion process creates a stereoscopic effect by converting standard 2D imagery into a multi-layer 3D file. Then, the software automatically fills in by interpolating the pixels between the layers. When printed on to the reverse side of a lenticular sheet, each lenticule creates a stereo pair, thus allowing the viewer to perceive a 3D depth effect from different angles without the need to wear special glasses.

2D to 3D Conversion – A process whereby multiple layers of different elements are interlaced together to create the illusion of three dimensions. Furthermore, an innovation that Lentico are proud of is the unique lenticular print portal. It has taken four years of R&D to pioneer image conversion technology designed to make lenticular printing more cost-effective for customers who want to use the unique effects that lenticular offers in their printed promotional materials.

Flip Printing

A lenticular effect that in its simplest form contains two images and shows them one at a time to the viewer as his/her viewing angle to the lens sheets changes. The software automatically interlaces 50% of each image behind a lenticle. And with a slight movement of the head to the left, one full image comes into view and then to the right. Then, the second image comes into view.

However, the creative potential of this product is enormous, offering you the opportunity to use extreme contrasts of the image to project your promotional message visually.

Examples such as: classic/modern; young/old; plain/colourful; past/future are just a few ways to use the power of FLIP printing.

We can combine lenticular print with personalised communication so your data can drive the message behind the image!

Moreover, if you are interested in lenticular printing, please contact us to discuss it further hello@romax.co.uk or 020 8293 8550.

May 20, 2019

Reverse Publishing – The Hottest Trend in Hollywood

With Netflix joining the long list of digital brands using print, the phenomenon of ‘reverse publishing’ is one of the biggest developments in brand content

The latest digital brand turning to print to reach a new audience has been announced as Netflix. With a market value of $21.2bn and a global user base of 150m, the streaming service hasn’t had to do a great deal of marketing – print or digital – instead preferring to plough much of its profits into making its own content. So the launch of its own magazine has come as a bit of a surprise.

“Netflix has spent hundreds of millions of dollars in pursuit of Hollywood awards”

With a working title of Wide, the 100-page publication will include features, interviews and articles about Netflix-produced content, focusing on the people that create it. But rather than targeting its millions of users, the magazine is aimed at the highly competitive Hollywood awards community, promoting its shows and stars in the middle of voting season for the upcoming Emmys.

“Netflix has spent hundreds of millions of dollars in pursuit of Hollywood awards,” writes Lucas Shaw in Bloomberg, “which help burnish the image of the streaming service’s still-young studio in the eyes of consumers and the entertainment industry.”

Influencing the influencers

This new marketing gambit aims to use a print magazine to provide a crucial point of difference when it comes to influencing an extremely hard-to-influence audience. By delivering a traditional magazine to the Hollywood community instead of a digital-only campaign, Netflix are looking to forge a deeper connection, as well as offering a physical object that acts as a permanent reminder of the brand and its programmes.

“In preparation for a groundbreaking year in film and television,” the brand wrote in a promotional message, “Netflix has gathered some of the most talented and sought-after writers and photographers, thinkers and creatives, to make the inaugural issue of Wide, the Netflix print journal.”

A developing trend

The curious phenomenon of digital companies using print to reach a certain audience or add gravitas to a message has been around for a while now. Shame-faced brands will often use the respectability and permanence of newspapers to let the world know they’re sorry for a corporate transgression – see Facebook’s apology for the Cambridge Analytica scandal or KFC apologising for running out of chicken.

Direct mail also holds an appeal for the online giants, particularly when it comes to reaching hard-to-reach contacts, such as company CEOs. Google and LinkedIn have both used well-crafted, creative mailers that have enough creativity to get past the office gatekeepers and land on the desks of company bosses around the globe.

Then there’s Amazon, who released a print catalogue last year to promote their toy range for Christmas, and Apple, who regularly use the world’s top fashion magazines to launch their new phones, linking their product with style, elegance and desirability.

The attention economy

What Apple, Google, Facebook, Netflix, Amazon, LinkedIn, Airbnb, and the many other brands that have built their fortunes on the back of digital know, is that print offers an entirely different experience to online. That experience not only gives the reader time and space to enjoy the content, free of distraction and the compulsion to move onto the next story but offers a longer read and a chance to delve deep into a subject to gain a better understanding. Whether that subject is a Hollywood director or a cute B&B just outside Barcelona, a stronger bond is created between magazine and reader, and by extension, the brand.

In a world overloaded with content, many companies are realising that their digital-only marketing strategies need to change if they are going to retain their customers’ attention and loyalty. And right now, the medium that’s getting the attention is print.

Article brought to us by Two Sides.

May 2, 2019

The Power of Touch Marketing and Direct Mail

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

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

Creating an Emotional Experience

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

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

Paper Ads and Direct Mail

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

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

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

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

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

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

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

Direct Mail Marketing Campaign with Romax

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

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

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

October 16, 2018

How to Integrate Digital with Direct Mail

It’s a fact that including Direct Mail in a marketing campaign helps to increase the overall campaign ROI. At Romax we have several great case studies where the ROI has rocketed by 350%. But the question is how a company can use direct mail to reach those figures?

Let’s Start with the Basics

Mail is hard to ignore. According to the 2018 JIC Mail Report, the average UK householder receives 1.3 addressed mail and 3 unaddressed mail items per day, compared to 281 emails per day. So, including a piece of Direct Mail in a campaign will help your brand to stand out from the crowd.

If you want to know more about how Direct Mail works, you can find useful tips in our blog posts listed below:

There are different ways to integrate Direct Mail with your digital campaign. Here is some advice on how to do it. How to tailor them to obtain a higher response and increase the ROI of the overall campaign:

Use Direct Mail as part of the Whole Campaign

You can use Direct Mail as another channel of your campaign. Or take a step further and use it as a channel that stands alone. The first option reinforces the other channels and helps the user to take an action on your website or store. The second one gives your mail an opportunity to present your brand or product/service in a way that it lasts for a while. The JIC Mail report also shows that 57% of householders open an addressed mail item and keep them for 28 days on average. So, you can create a printed communication that you know will have longevity.

For example, product catalogues help customers get to know your brand. It helps them to get a better understanding of your products and  to make an informed decision. It can be either impulsive if you have a short promo or a meditated if they want to buy out of season.

Drive your users to Digital and other channels using Direct Mail

To integrate Direct Mail into your whole campaign it’s recommended to drive recipients to your key purchasing channels to have a result. The Mail and Digital study by Royal Mail MarketReach confirms that 92% of people move to digital as a direct result of receiving direct mail. Moreover, the study shows that 43% of people download something and 54% engage in social media.

You can drive them to download your app, visit a physical store, attend a live event or visit your website/landing page. Send them a sample, a catalogue, a voucher, or whatever you consider would help you to build a new database and increase sales and brand awareness.

Tailor your Direct Mail to suit your audience

How you present your direct mail will depend on the age and living standard of your audience. There is a series of advice that you can find for every type of customer. However, if you want that target audience to respond in all your channels, you would want to tailor your campaign, both on digital and direct marketing.

Young people have a high rate of response and sharing in communication on social media, so that should be one of the focuses with direct mail. Elderly couples have more time and prefer more detailed texts with proper grammar. Adapting your communication, on length, expected response or language that suits your audience will help you to have a higher global campaign ROI.

Personalised Direct Mail

Your customer will feel that you care about them if you personalise the communication to their needs. You can tailor your message for the group that your customer belongs to. But the personalisation message will grab their attention.

If you are already promoting your campaign on the digital, you can connect more with your audience with a personalised printed communication.

Hello “First name” is a good start, but if you are working with your database, you have a huge amount of information about your clients and their behaviour. You can personalise the content, images and more.

If you want to build your database, you can use a personalised door drop with location or redirect to a specific store or landing page. It can also help you to know the impact of this channel.

Stand out from the crowd

One advantage of incorporating Direct Marketing into your global campaign is that you can use different paper and finishing process to attract a sophisticated audience. Use embossing or foiling. If you want to stand out from competitors, use a thicker stock on your next postcard (we advise to use 530 gsm compared to a standard 350 gsm). There are multiple options in Direct Marketing that you can choose to offer the best user experience for your target group.

Automate your Direct Marketing Communication

To provide the best user experience for your future or returning clients, having personalised, automated communication is crucial. At Romax we work with companies who connect digital with direct marketing to send both, personalised electronic and printed communication. Examples include: welcome packs, including membership cards, welcome letters, periodic communications, the website generated responses and call centre responses. The impact on your customer’s perception of your brand, as a result, is extremely positive. Helping to build trust and confidence for a long-term client relationship.

Romax has more than 20 years of experience in managing customer communication, managing membership, marketing, printing and communication services for organisations including Southbank CentrePlusnet and Mercedes Benz. Contact us for a bespoke Direct Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

Contact Us

October 9, 2018

Direct Marketing Tips for Age Group and Lifestyle

In a previous blog post, we talked about the relationship between a person’s age and their mail consumption, based on the study “The Life Stages of Mail” by Royal Mail MarketReach. The result shows clearly how every age group reacts to direct marketing, ranging from an ask for more information, to purchasing or other action with brands.

In this article, we review how marketing activity is based on the lifestyle of each age group.

Fledgelings – Adults living in the home of their patents – 3 Million in the UK – 52% age 18-24

It’s easy to assume that as digital natives engrossed in social activities, that Fledglings don’t engage with mail. Fledgelings generally have far fewer responsibilities than other age groups. They have the need for social interaction and digital communication tools – particularly smartphones – which are central to their lives. Not surprisingly, Fledglings spend more time online than all other media combined, however this does create an untapped opportunity for non-digital cut-through.

Some useful tips to incorporate Direct Marketing in a campaign for Fledgelings:

  • Make it clear that this item is for them, not their parents.
  • Personalised Mail and age-appropriate style with correct tone of voice lead to a higher open rate.
  • Clear call to action, help them use it by guiding them through any next steps.
  • Encourage sharing on social media and make it easy to respond to by all channels.

Sharers – Adults living in shared accommodation with other adults – 1.9 Million in the UK – 51% age 18-24

Like Fledglings, Sharers report receiving low levels of addressed mail, however, they are more likely to find mail memorable and to trust printed material more than the Internet.

Sharers are the heaviest users of unaddressed mail with 8.2% of them saying they bought or ordered something as a result of receiving unaddressed mail, 9% tried a new product and 19.8% used a voucher or coupon delivered by this method.

Tips for a Direct Marketing Campaign for Sharers:

  • Create personalised and visual mail that stands out. Reflect the life they want to live.
  • Creative, well-designed mail that matches these characteristics is more likely to cut through and build brand equity. Mail that offers them value, such as coupons for new products or experiences, is likely to be well-received.
  • Consider door drops. As young adults, Sharers are only beginning to show up on databases. But they respond to unaddressed mail, which you can use effectively for multi-person households and, if they have a response mechanism, to build profiles.

Couples – with no children – 6.4 Million in the UK – 36% age 18-34 – 47% age 35-54

Couples – like Sharers – are more likely than the sample to say they don’t know who takes responsibility for managing the mail. 22% of them visited a store as a result of receiving addressed mail, 26% bought or ordered something and 16% requested more information online.

Tips on Direct Marketing Campaigns for Couples:

  • Couples engage with their home and consider new products and services, unaddressed mail can have a significant impact.
  • Mail may take a shorter journey around a couple’s home. Mail imagery needs to be strong to demand attention and digital response mechanisms should be included.
  • Be clear about what the mail is for and what you want Couples to do with it.
  • Door drops by local businesses or localised operations of larger companies are likely to resonate.

Young Families – One or more children – 8.5 Million in the UK– 69% age 25-44

It’s no surprise that Young Families embrace mail. They begin to receive more – they start new relationships with companies, retailers, health and local community organisations – and engage with it more. More than 30% of them bought or ordered something because of receiving addressed Direct Mail, over 23% are more likely to have referred to mail whilst online and 24% are more likely to go online to make an enquiry/request for more information as a result of receiving Mail.

Tips on Direct Marketing Campaigns for Young Families:

  • As parents, they want to do the best for their children. They are especially focused on areas like health, nutrition, early years development, as well as finding value for money.
  • Young Families are often busy. Mail that simply and clearly expresses benefits and response mechanisms is likely to be well-regarded.
  • They are practical and focused on their parental roles, so content is likely to be more important than design. Clear digital response mechanisms make it easy for them.
  • Vouchers are appreciated because Young Families are often tight for money and allow immediate redemption.

Older Families – At least one child in secondary school living at home – 3.7 Million in the UK – 63% 35-54

In most areas, Older Families are above average in their actions and response to mail. They buy or order as a result of it, go to stores because of it, file it, refer to it, follow up any queries using phone or Internet, and use the vouchers it provides.

Tips on Direct Marketing Campaigns for Older Families:

  • Mail is more “communal” and often shared or displayed to be actioned or discussed by more than one family member. Content and design should recognise this.
  • Older Families may be financially hard-pressed. Value messages and offers are likely to resonate with this group.
  • Mail is used to evaluate – and evangelise – brands. Designed for parents is also seen and noticed by their children.
  • It informs and drives digital response and action. Older Families over-index on digital response channels, so mail that highlights easy-to-use digital response mechanisms are likely to be considered.

Empty Nesters – No longer have children living at home – 10 Million in the UK – 67% 55-74

Empty Nesters are more likely than previous groups to watch broadcast TV, read newspapers, and spend significantly on DIY. Without the costs and responsibilities of dependent children and relatively unencumbered with age-related health limitations, they have the money, time and energy to reward themselves.

Tips for Direct Marketing Campaigns to Empty Nesters:

  • They like longer form copy and take the time to read it – often more than once.
  • Address mail in a manner that is personal and respectful and doesn’t condescend.
  • Empty Nesters prefer to receive Mail as individuals where it empowers their ability to make choices.
  • Their children may not live at home, but Empty Nesters may feel a sense of responsibility for other adults, including relatives from the previous generation.

Older Retirees – Singles or couples with pensions or investment as an income – 6 Million in the UK

Four out of five Older Retirees agree that post is part of their daily routine, and they are more likely to say that they open mail immediately. They have the highest propensity to buy or order something in response to mail (38%) so, the opportunity to use Direct Mail to increase the campaign impact is high.

Tips for Direct Marketing Campaign to Older Retirees:

  • They appreciate a longer copy – and have the time to read it – and the more traditional rules of grammar.
  • Older Retirees tends to live off a fixed income, so mail that offers value and/or discounts will resonate.
  • Many Older Retirees may live alone, either through bereavement or the ill-health of their partner. It is important to be sensitive to this possibility.
  • Older Retirees are more likely to respond by post, but not exclusively so they use all available channels.

Conclusion

Every group has their own characteristics and responds differently to every type of direct mail and campaign. The common factors for success in a direct mail campaign relate to accurate data processing. It will allow you to reduce cost and increase ROI. A targeted campaign, both to groups and with core messages including personalised content and image will increase your ROI.

To contact the Romax Team for advice on your next Direct Marketing campaign.

September 25, 2018

Direct Mail consumption through the life stages

In our previous article we explored Royal Mail MarketReach research and looked at Correlation Between Age and Direct Mail Interaction. Now let us guide you further through the research and highlight how mail is consumed through different life stages. 

The study separates the participants by age and also by their life stage:

  • Fledgelings – adults living in their Parents’ home,
  • Sharers – adults living in shared accommodation with other adults,
  • Couples – with no children,
  • Young families – one or more children,
  • Older families – living with at least one child at secondary school,
  • Empty Nesters – no longer living with children,
  • Older retirees – singles or couples with pensions or investment as an income.

 

FLEDGELINGS – adults living in the home of their patents – 3 million in the UK

It’s easy to assume that as digital natives engrossed in social activities, fledgelings don’t engage with mail. However, 23% bought or ordered something as a result of receiving personalised Direct Mail in the past 12 months. Moreover, 38% agree they are more likely to look at mail printed on high-quality materials and 32% more likely to trust information in print than information on the internet. Although, they are more likely than older groups to respond digitally than by post or the phone.

“Lauren received a catalogue from Capital Hair and Beauty which she shared not only with her friends but also her Nan, who tends to purchase in store.”

 

SHARERS – adults living in shared accommodation with other adults – 1.9 million in the UK

Like Fledgelings, Sharers report receiving low levels of personalised mail. Many utility companies may send information addressed to the landlord or only one of the roommates, so they receive few bills or statements. For the same reason, 49% more likely to feel reassured about the sender’s service or product as a result. As well as, 45% more likely to find mail memorable and 75% more likely to buy or order something as a result of door drops.

“I do like getting the Chelsea magazine. It’s glossy and does have some interesting articles in it. So, I tend to keep it around the living room for a week or two.” John.

 

COUPLES – with no children – 6.4 million in the UK

Couples, as well as Sharers, are more likely to say they don’t know who takes responsibility for managing the mail. 22% of them visited a store as a result of receiving personalised mail. And 26 bought or ordered something and 16% looked for more information online.

“I received a booklet from estate agents: a property magazine, and I actually bought my house from the info that it was advertised with – off plan – and I got quite a good deal.” Stephen from Manchester.

 

YOUNG FAMILIES – one or more children – 8.5 million in the UK

It’s no surprise that Young Families embrace mail. They begin to receive more – they start new relationships with brands, retailers, health and local community organisations. More than 30% of them bought or ordered something because of receiving personalised Direct Mail. More than 23% more likely to have referred to mail whilst online and 24% more likely to go online to make an enquiry/request for more information as a result of mail campaign.

Greg and his wife have two young children. Like others, Greg thought he had very little interaction with mail before keeping his diary, but this proved to be inaccurate. Among the items he looked at and responded to were: an appointment for a flu jab for one of his children, a door-drop for a local guttering company which he enquired about online and then phoned to book, and a voucher for H&M which he shared with his wife and filed for online purchase, among others.

 

OLDER FAMILIES – living with at least one child at secondary school – 3.7 million in the UK

In most areas, Older Families are above average in their actions and response to mail. They buy or order as a result of it, go to stores because of it, file it, refer to it, follow up any queries using phone or internet, and use the vouchers mail provides.

27% bought or ordered something upon receiving personalised Direct Mail. Moreover, 52% used a voucher they received in the mail, 39% have kept mail they received, and more than 30% more likely to say that advertising helps them choose what they buy.

“I like the occasional new season brochure from Boden/Hush as I like their clothes… brochure is good to bookmark pages but if I buy it’s almost always online. I like the content… nice quality clothing always photographed well.” Heather, London

 

EMPTY NESTERS – no longer living with children – 10 million in the UK

For 72% of Empty Nesters opening the post is part of their daily routine, on average they spent 18 minutes reading it. 26% bought something because of Direct Mail and 32% renewed a subscription to a product or service as a result of receiving mail.

“A brochure from Cotton Traders a few years ago tempted me to send off by post for clothing and shoes… I have since transferred to online ordering from Cotton Traders which I do fairly regularly.” Jackie, Manchester.

 

OLDER RETIREES – singles or couples with pensions or investment as an income – 6 million in the UK

They have the highest claimed viewing of TV and the lowest claimed usage of online from all age groups. Older retirees are the group which most keep mail for reference – 43%. 32% of them say they responded to mail in the last year and 72% like receiving mail if it is relevant to them.

To see where they’re going (cruise brochure)  “… And then I did go on their website to look into it from that. But actually, having it in the catalogue, it’s easy to show anyone I want to show it to – where I’m thinking of going.” Dorothy, Lancing.

 

 

 

Source, the life stages of Mail.  Royal Mail MarketReach, June 2018.


Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank CentreDKMSand PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

 

Contact Us

September 18, 2018

Correlation Between Age and Direct Mail Interaction

In the age of digital marketing, there are some questions about how digital natives respond to direct mail, how a consumer’s experience of mail affects the way they respond. And which groups are more likely to respond by mail or telephone, among others. The study “The Life Stages of Mail” by Royal Mail MarketReach responds to these questions and now we will reveal it to you.

 

The study separates the participants by age and also by their life stage:

  • Fledgelings – adults living in their Parents’ home,
  • Sharers – adults living in shared accommodation with other adults,
  • Couples – with no children,
  • Young families – one or more children,
  • Older families – living with at least one child at secondary school,
  • Empty Nesters – no longer living with children,
  • Older retirees – singles or couples with pensions or investment as an income.

 

Mail Engagement Across Age and Life Stage

The study shows that there are similarities between all age groups in terms of how direct mail is perceived.

The research on a mail quality shows that improvement could be done towards targeting of the younger generation. Young adults perceive mail as information that is harder to get and mail doesn’t grab their attention as good as other age groups.

 

In the Royal Mail ReachMarket study “The Private Life of Mail”, it was asked to agree or disagree with the statement “I prefer to read on paper than on screen”. No clear trends were indicated.

The neuroscience research proved that there was no indication that age significantly affected the importance of tactility in encoding or responding to printed material. Moreover, young people were more likely to register a higher level of emotional intensity to mail.

The most notable finding was that younger respondents tended to be more likely to indicate emotional responses to the mail they valued.

How mail impact on response rates

Also, this is probably the most frequent question that we’ve been asked. The study shows that the response channel used by any individual would be based on the technology that each age group was most familiar with. Thus, the oldest people would prefer communication being received by post than the other groups; the older middle-aged would be more likely to prefer the phone conversation; the younger middle-aged would prefer to receive message via PCs or laptops, and the youngest adults would – stand out as the group who were most likely to use mobile devices. Great news that the 15-24 age group enjoys receiving a message by post more, than the 25-34 age group. Such figures prove the revival of direct mail.

The study divided the method of response to mail in the following way:

Royal Mail MarketReach also shows how often different age groups buys or orders something from direct mail campaign over a year.

The category with higher response rate was unsurprisingly the use of mail as a Voucher (49%), following by the Kept For Reference (36.7%) and Bought or Ordered (26.7%) in third place. Moreover, young families have higher response rates in all the categories.

 

 

Direct mail becomes popular more than ever. Especially use of mail noticeably higher with younger age group than with millennials. In our next article we will further explore Royal Mail MarketReach and analyse the mail consumption through different life stages.

But before than plan your direct marketing campaign with us. Contact us to get a free quote today!


 

Source, the life stages of Mail.  Royal Mail MarketReach, June 2018.


Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank CentreDKMSand PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

 

Contact Us

August 21, 2018

Seven Reasons Why Print Marketing is Still Relevant

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

 

ONE: Millennials respond to print marketing

 

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

 

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

 

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

 

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

 

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

 

Their conclusion:

 

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

 

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

 

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

 

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

 

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

 

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

 

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

Direct Mail

 

 

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

 

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

 

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

 

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

 

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

 

FIVE: Better information retention

 

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

 

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

 

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

 

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

 

SIX: Digitisation has created an exploitable gap

 

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

 

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

 

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

 

SEVEN: Not everyone uses or cares for the internet

 

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

 

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

February 20, 2018

The value of membership marketing

Membership marketing

Membership marketing is when an organisation starts a membership programme with the aim of generating additional income, generating leads, and/or achieving other organisational goals. In other words, a membership programme is designed to offer clear benefits to the members over a specified time period in exchange for something of value to the business i.e. subscription fees, engagement, sales opportunities, etc.

The membership process generally comprises three basic stages: acquisition of new members,  providing value to the members and renewing their memberships plan. Each stage is usually broken down into sub-stages, and each one of those is aligned to specific types of communication.

Membership marketing impact on businesses

Membership marketing offers businesses some very powerful benefits. One of the biggest is that it helps you secure a regular, predictable income, which is key to creating stability and growth. Another major benefit is that, since people love to be part of something, it earns loyalty; and having a base of loyal members is a great starting point for launching and marketing other profitable goods or services – essentially it gives you a database of warm leads. It can also lead to wider brand exposure since many members will spread the word for you.

How to get it right

Firstly, you need a clear idea of how it fits into your general marketing strategy. What do you want to achieve? More revenue? More engagement? More sales or bookings? Once you know what your objectives are you can then design your membership programme around them.

The next stage is understanding your target audience. Who are they? What makes them tick? What problems do they need to solve? This knowledge is essential for making decisions about what to include in the membership.

Then you need to design the membership communication cycle. At Romax we suggest there are five stages in the cycle:

  1. Welcome pack
  2. Activities
  3. Newsletter, Catalogue or Magazine
  4. Unexpected Content
  5. Renewal letter.

Each stage should have well-crafted communications that help you bond with members, deliver value and encourage continued membership. This can mean a lot of specialist work, which is why many businesses partner with marketing firms like Romax who first help you plan the cycle, and then use their specialist resources to produce high-quality content both in print and digital media.

This type of service also helps you measure results and then use the data to improve the programme.

It’s worth noting that some firms choose to focus on digital communication because it’s cheaper and easier to analyse. However, the online market is heavily saturated and many people are suffering from email fatigue which lessens the impact of digital communications. So, to get ahead, many businesses are opting for traditional print media because its tangibility offers something real, that is, something tactile for the member and that in turn strengthens the brand perception.

Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank Centre, DKMS and PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550.

February 14, 2018

Webinar | 20th February | 1 pm

February Live Free Webinar

“Boost Your Membership Programme”

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 Boost Your Membership Programme, you will:

  • 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 boost your membership

DETAILS

Webinar: Boost Your Membership Programme
When: Tuesday 20th February 2018
Time: 1 pm GMT (30 min duration)
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.

emma

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_logo_tag_blue

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

Contact Us

November 21, 2017

45 facts you should know about direct mail

Written by Nilda Cerna, Marketing Manager at Romax.

Mail addresses

  1. 30% of people are less likely to open a piece of mail if their name is spelt incorrectly1
  2. 51% of people are less likely to open a piece of mail if it is addressed it to “the occupier1
  3. 31% of people are less likely to open a piece of mail if they don’t know who it is from1

Mail perception

  1. 78% of people consider valuable or interesting,  mail related to retail and 40% of valued mailings combined information and advertising 2
  2. 85% of the useful and/or interesting pieces of mail that were selected by respondents were from brands with which the individual currently had a relationship 2
  3. 60% of people say that mail kept product/service top of mind 2
  4. 58% of people say that mail made them think about using a product or buying from a brand reminded about a brand or company 2
  5. 60% of people say that direct mail reminded them about a brand or company 2
  6. 56% of consumers say mail grabs their attention 3
  7. Mail is seen as a medium of authority, so people still prefer to get bills and statements in a physical form 
  8. Only 28% of people consider receiving direct mail ads of promotion extremely negative, compared with the 76% for telemarketing calls, 63% for pop up online advertisement and 48% for auto-playing online video advertisements. 4

Mail and business

  1. Advertising mail is kept for 17 days on average3
  2. The average response rate for direct mail is 24%2
  3. Direct mail holds a 43% share of total retail advertising.4
  4. 43% of people download something from a website as a direct result of receiving direct mail 3
  5. 54% of people engaged with social media as a direct result of receiving direct mail 3
  6. 86% of people connected with business as a direct result of receiving direct mail 3
  7. 87% of people were influenced to make an online purchase as a direct result of receiving direct mail 3
  8. 92% of people driven to online or digital activity as a direct result of receiving direct mail 3
  9. 43% “liked” the mail sender’s Facebook Page3
  10. 24% followed a mail sender on Twitter3
  11. 25% followed the mail sender on other social media sites 3
  12. 36% shared the mail information with friends via social media 3
  13. 50% of people downloaded the mail sender’s app 3
  14. 51% of people in the UK prefer to be contacted by mail and only 35% preferring email when being sent ‘sensitive or confidential account information.5
  15.  40% of direct mail contained a combination of account information and advertising, 35% only account information and 25% only advertising3.

Mail and email

  1. 96% of consumers have unsubscribed from receiving emails. The top reason was the sheer volume of emails they were receiving from a company.3
  2. The average mail response increase to 25% if it is combined with email4
  3. 70% of people say “I feel that I receive too many emails3
  4. 51% of emails are deleted within two seconds3
  5. 63% of people prefer to read brochures and catalogues in printed format compared with the 21% who prefer digital 3
  6. 62% of people prefer a physical welcome pack compared with the 23% who prefer digital format 3
  7. 13% more consumers visited a sender’s website after adding mail to the marketing mix 3
  8. 21% more consumers made a purchase after businesses added mail to the marketing mix 3
  9. 35% more consumers redeemed coupons or vouchers after marketing adding mail to the marketing mix 3

Mail and data management

  1. In 2012-13, 2.3 million households had moved into their current accommodation in the previous 12 months6
  2. There were 499,331 deaths registered in England and Wales in 2012. 7
  3. There are over 5.9 million records on the MPS suppression file – with around 19,000 new records added each month8
  4. 102,000 new businesses were registered in 20129
  5. There were more than 4,500 UK business name changes per month in 201310
  6. In the UK, more than 20 million mailed items are incorrectly addressed every month, costing businesses an estimated £200m to £300m per year11

Mail delivery

  1. 94% of First Class mail arrives next working day12.
  2. 92% of mail through downstream access operators arrives within two working days12
  3. 99% of Second Class mail arrives within three working days12
  4. 96% of Economy class arrives within four working days12

Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. 

Contact us: hello@romax.co.uk, +44 (0) 20 8293 8550

Sources:

    1. BMRB Research 2011, sponsored by Royal Mail
    2. The Private life of Mail, Royal Mail MarketReach, 2015
    3. It’s all about Mail and Email, Royal Mail MarketReach, 2014
    4. HubSpot Global Interruptive Ads Survey Q4 2015 – Q1 2016
    5. Mail in Uncertain Times, Royal Mail Reach Market study, August 2017
    6. English Housing Survey Headline Report 2012-13
    7. Office of National Statistics
    8. mpsonline.org.uk
    9. Department for Business Innovation and Skills
    10. Companies House – Statistical tables on companies’ registration activities 2012-13
    11. DMA/Axiom whitepaper Reaching more consumers with certainty, 2011
    12. Advertising mail guide, DMA, 2017

October 11, 2017

5 reasons to introduce more printed client communication

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

 

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

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

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

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

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

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

  1. Increase your client’s satisfaction – Welcome pack

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

  1. Personalised printed communications increase sales

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

 

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

 

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

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

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

 Increase the client’s renewal target and ROI

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

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

  1. Printed Membership communication management optimises the overall process

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

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

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

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

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

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

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

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

 

 

 

 

 

References: Royal Mail Market Reach

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. 

Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

Contact Us

 

October 3, 2017

Direct Mail Case Study: 349% ROI

The Client

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

The Challenge

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

The Solution

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

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

Quick Turnaround Times

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

Keeping Costs Down.

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

The Results

letter-direct-mail

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

 

Direct Mail Results – 349% ROI

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

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. 

Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

Contact Us

September 25, 2017

Can Direct Mail Boost Sales on Black Friday?

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

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

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

 

Black Friday 2016

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

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

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

Emails sent on Black Friday 2016

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

black-friday-romax

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

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

How to stand out from the crowd

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

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

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

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

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

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

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

direct mail rocket ROI

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

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. 

Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

Contact Us

September 5, 2017

Live FREE Direct Mail Webinar

LIVE FREE WEBINAR

HOW TO IMPROVE YOUR DIRECT MAIL

20th September 2017 | 10.00 am BST

As online marketing becomes increasingly saturated, where making your message stand out becomes harder amongst the clutter and spam. Marketers are returning to the trusted medium of Direct Mail.

Huge advances in data and print technology now mean that direct mail is one of the most versatile marketing tools that can provide highly targeted messages to an individual – much more so than an email can.

Romax Marketing & Distribution are hosting a 30-minute* LIVE FREE WEBINAR where we unravel this process and give insight into how you can improve your ROI and make your direct mail campaigns more successful.

During the webinar, you will learn:

  • How direct mail can help to increase your campaign ROI
  • Planning your Direct Mail Campaign
  • How to use your database to target correctly
  • How people react to different layouts – Psychology
  • Case study: 349% ROI

Live Free Webinar

 JOIN US

Next Webinar:  5 strategies to boost sales with Direct Marketing

25th October 2017 | 1.00pm BST

Past Webinar:  20th September 2017 | 10.00am BST

Past webinars: 13th September 2017 | 10.00am BST

*plus Q&A time.

August 22, 2017

3 ways to measure your direct marketing campaign

Written by Nilda Cerna, Marketing Manager, Romax.

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

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

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

Here are 3 ways to measure your direct marketing campaign:

1. Include a measurable way to contact you

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

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

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

2. Control groups

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

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

3. Create a unique offer

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

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

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

Considerations

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

Reference: PrintPower Magazine, Spring 2017.

Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. 

Contact us: hello@romax.co.uk, +44 (0) 20 8293 8550.