February 14, 2022

What is Direct Marketing? Top Tips for Direct Marketing

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What is Direct Marketing?

So, firstly, what is direct marketing? Direct marketing is a promotional method of marketing. It involves information about your company, product or service sent to your targeted potential customer. Using services for direct marketing is an effective strategy of sending personalised direct marketing pitches to each recipient. This is done through physical mail, phone calls, text or emails.

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How effective is Direct Marketing?

A direct marketing strategy should be customised to your organisation’s needs and business goals.

Using an integrated marketing approach, direct marketing will effectively deliver your organisation’s key message. It uses your client’s preferred communication channel which ensures continuity in message and brand for maximum impact and better results. In essence, the direct marketing approach has a variety of benefits that we will explore in this article.

What Are The Common Forms of Direct Marketing?

Common forms of direct marketing often include:

  • Emails
  • Brochures
  • Catalogues
  • Fliers
  • Newsletters
  • Postcards
  • Coupons
  • Targeted online display ads
  • SMS and text marketing

What is Email Marketing?

Email marketing is the process of promoting a business’ product or services via email, normally to a group of people. It involves using email to promote new products, discounts, and other services.

If you want to grow your brand, or sell your products, email marketing is one of the most popular and effective tools for marketing campaigns.

Email marketing is the process of promoting a business’ product or services via email, normally to a group of people. It involves using email to promote new products, discounts, and other services.

If you want to grow your brand, or sell your products, email marketing is one of the most popular and effective tools for marketing campaigns.

What is SMS text Marketing?

The term ‘SMS’ stands for “short message service”. SMS refers to how a brand communicates with customers through text messages about campaigns and promotions. SMS marketing is a technique in which you send promotional or transactional messages that are very personalised.

Mobile marketing can be a direct channel between you and your customers. You have complete control over who receives an SMS marketing message, what content you share and when you decide to send it.

What are the Best Direct Marketing Campaigns?

Some of the most successful direct marketing campaigns have been innovative and original. Therefore, it isn’t just generalised advertising, it’s a carefully considered message to a targeted person, providing an end-to-end solution.

The best direct marketing campaigns have clearly quantifiable results: the consumer response is measurable. For example, offering a discount for an online store, you should include some kind of cookie or pixel to let you know if the user has used the code. If you’re looking for a leading direct marketing company to implement and manage your campaign, speak with one of our experienced team at Romax.

B2B Direct Marketing

Business-to-business (B2B) marketing is a direct marketing approach to other businesses by targeting the interests and challenges of organisations who are making purchases; the business is the customer.

How to Improve Direct Marketing; What Are The Top Tips For Direct Marketing?

Direct mail marketing campaigns ensure you get as much as possible for your investment. To Help create a successful direct mail marketing campaign for your business, you could follow these top tips:

  • Carefully create your mailing list: a mailing list is one of the most important features of your campaign. Relevant data enables you to easily and efficiently maintain the accuracy, completeness and usability of your customer and prospect data. Maintaining your customer data is the key to powering a well-executed direct marketing campaign that will continue to deliver ongoing value. 
  • Personalise: send personalised direct marketing, rather than generic content, builds trust between you and the client. Customise your customer’s gender, age, income and buying behaviour and then personalised direct marketing will engage with the mail’s call to action.
  • Create a CTA – Call to Action: If you are making a point, make it obvious. Your call to action should be simple and effective, making sure the recipient knows what they’ll receive by taking the action. Tell them what you want them to do, then repeat it.
  • Learn from past direct marketing campaigns: build on previous successes by drawing on some of the same methods and techniques you’ve used in the past.
  • Consider the design and quality: high-quality flyers, brochures and catalogues are much more likely to catch your recipient’s eye than poor-quality products. The quality of content will have an impact on the success of your marketing materials. Ensure there are no typing mistakes and make sure the text is persuasive, concise and engaging.
  • Follow up: a follow up call a few days after your customer receives the direct mail can improve your ROI – return on investment. A phone call shows you care about their business and should prompt them to act on the content they received.
  • Know your target audience: work out exactly what you want to achieve and tailor your content to achieve it.

Use Direct Marketing to Target Your Audience

Through direct marketing, you can deliver your message directly to the clients who want to hear it the most. It helps to actively engage with your audience and build lasting relationships with every buyer. Online and offline personalised direct marketing seeks out your target audience to increase response rates and boost ROI – return on investment. If you’re planning a direct marketing campaign, get in touch with us here at Romax today to find out more.

September 24, 2019

Why Emails Get Spammed and What to Do About It: Detailed Guide on How to Write Effective Emails

One of the worst nightmares in email marketing is if your emails keep getting spammed. What’s the point in investing all that effort if the emails can’t get past the spam filters? Luckily, there are ways that you can avoid this inconvenience.

Mostly, the problem is that businesses don’t give it much thought. They don’t think about whether the reason why somebody didn’t respond is that they never got the email. Don’t make the same mistake and eliminate any chance of getting your emails spammed. This detailed guide will give you all the info that you need about how to write an effective email that will pass any test.

Why emails get spammed?

In order to avoid spam filters, you need to understand how the system works. There are certain regulations that form spam filters and turn them into this selecting tool.

Let’s start with the very basic. CAN-SPAM act clearly states that you mustn’t buy lists with email addresses. First, you need to get permission.

To attain permission by having an opt-in form on your website that shows that you got the emails from your subscribers.

Some other reasons why emails get spammed are:

  • If you have a low read rate and/or low open rate (in 2018, the average read rate across all industries was 24.8%)
  • You have misleading subject lines
  • If your subscribers often report your emails as spam
  • Your email list is full of inactive email accounts
  • If you don’t have an unsubscribe link
  • Your IP address was once used for spam
  • If you don’t have a physical address (it’s your legal obligation to include a valid address)

Now that we have covered what can make your emails spam-worthy, let’s turn to different ways that will help you to create effective and approved emails.

Ask subscribers to whitelist you

Your regular welcome email should have a small addition – ask your subscribers to whitelist you.

Being whitelisted means that the recipients agree to receive emails from you. When you whitelist someone, you want their emails to end up in your inbox every time.

It will improve your sender reputation and help you to pass the spam filters.

If you want to get detailed whitelisting instructions, you can check them out for free at the Institute for Social Internet Public Policy website.

Write a clear and relevant subject line

A survey by Litmus and Fluent proved that over 50% of recipients claim that they have felt cheated, tricked or deceived into opening a promotional email by that email’s subject line.

This proves how important the subject line is. You may think that writing an attractive subject line will improve your open rate. But, if it has nothing to do with email’s content, the email can easily get marked as spam.

The crucial thing is to stay far away from deceptive subject lines.

Write subject lines that clearly indicate what the recipient can expect from the body of an email.

In case you are having trouble with writing effective yet relevant subject lines, you can always turn to writing services such as Trust My Paper or Best Essay Education. They can help you reflect the email’s content.

Besides that, make sure that your subject lines are always proofread. You can use editing tools like Grammarly or Hemingway Editor for that purpose.

Avoid spam trigger words

Certain words signal spam filter that the email is a commercial promotion and isn’t relevant enough to end up in the recipient’s inbox.

Even though there isn’t a list with every single spam trigger word, here are some of the most common ones:

  • $$$
  • click here
  • congratulations
  • free
  • great offer
  • order now
  • risk-free
  • special promotion
  • winner
  • this is not spam

These words should be avoided in subject line especially, but try not to use them in the body as well.

Experts like Gregory Davis, stress how important it is to pay attention to these words. “Trigger words have immense power. You can do everything right but if you use some of these words in a wrong contest, everything will fall through,” shares Gregory, a digital marketer at Grab My Essay writing service.

Brand your emails

Make your emails easily connectable with your brand. Meaning that they should be recognizable to your usual presentation and matching to your website

Use a similar tone, style, colours, design, visuals, etc.

Don’t forget that the “From” line includes a sender whose name they will recognize. Let’s say that your companies name is “Lucky.” If your email address is “john.fanofgot@email.com” it won’t ring any bell.

The important thing is that you keep your emails consistent and relatable to your brand. For example, if your customers are used to seeing emojis on your website, feel free to include them in your writing communication.

Limit your emails

Recipients report that getting emails too often is the most annoying tactic by a marketer.

Don’t overcrowd subscribers’ inbox by sending them emails too often. They won’t hesitate to mark you as spam in order to keep you away.

Send your emails sparingly. The key is to find balance. Send them often enough so that they remember you, but not too often so they mark you as spam. One email per week (at most) is the frequency you should aim for.

Use spam checkers

Everything is so much easier with the help of technology. It comes as no surprises that some clever minds have come up with spam checkers.

Spam checkers test your emails and let you know if there are any issues that could get your emails into trouble.

Jessica Kowalski, a marketer at Studicus that specialized in email marketing says, “Spam checkers make our job so much easier. Instead of wrapping my head around whether I overlooked something, spam filter testing does it all for me.”

Take a look at the following examples of spam checkers that can help you out:

Write relevant emails

Your email’s content needs to be valuable and relevant to the recipient if you want them to appreciate your email campaign.

Nothing will help you out if the recipient realizes that there is no use of the emails. The quickest getaway is to mark you as spam and get it over it.

Before you send any email always ask yourself: Am I providing value to the subscribers with this email?

Only send meaningful emails that are related to your business. Your subscribers gave you their email addresses because they have certain expectations and you need to deliver.

Some final thoughts

Writing emails that will be marked as spammed is a huge waste of time. If you are ready to master your email marketing strategy, ensuring the credibility of your emails should be the first thing on your list. This simple guide gives you clear pointers on what you should and shouldn’t do when it comes to writing emails. Keep these tips in mind and get to improving your email tactic.

October 23, 2017

5 ways to save money in your direct marketing communication

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

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

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

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

1. Less is more

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

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

2. Booking in advance

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

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

3. Cleaning data

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

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

4. Targeting your campaign – profiling

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

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

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

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

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

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

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March 23, 2016

Mail marketing is too expensive….

Mail marketing is too expensive….Stick to email and social media – it’s cheaper.

I completely understand being addicted to social media, tweeting ‘interesting’ facts or retweeting videos. Achieving Facebook ‘likes’ is ‘acid’ for marketing professionals desperate for their brand to go viral; that one opportunity to hit their 15 minutes of social media fame.

However, have your considered however, how much energy, cost and effort goes into this? More importantly how much income to you receive directly as a result of investing in this medium? Is it time to stop taking the same pill as everyone else and start investigating the alternatives?

Email response as a stand-alone marketing medium is increasingly producing a diminishing return. It has never received a great response rate, but as it is relatively cheap form of getting your message in front of clients it has been used profusely; it can definitely help in enforcing brands and making offers if not overused.

Enhance your brand – not damage it!

What damage is done to your brand and client relationship if you overuse email? In a hailstorm of constant emails (many of which are increasingly being filtered out by software such as ‘clutter’ Microsoft’s software that learns your email habits moving less important, often ignored or deleted emails from your in-box.) Your message is not being read, brand is being weakened and efforts wasted. Easily avoided and quickly deleted, your frequent emails start to frustrate the recipient with too much information for them to enjoy engaging with you.

How do you measure the return on your marketing spend?

If you take a genuine view of the time, cost and investment made in each of your channels to market, have you really got the mix correct? I am in no doubt, that all businesses must trial and research all types of medium to reach their market. Have a presence that ‘suits’ the need of the consumer so that choice is available to them. Social media and e-marketing is superb for helping to endorse your initial message/contact. It helps retain clients by keeping them informed once they are fully engaged with your brand.

Use of tangible, quality, marketing print, particularly direct mail that is delivered to the doorstep, makes your message standout so much more than email to gain and retain clients.

But it’s too expensive – I hear you cry

In 1993 the cost for second class postage for a letter was 19p per item.

In 2016 the cost of second class postage for a letter is 19p per item.*

“HOLD ON…do my eyes deceive me?…Let’s read that again….“

In 1993 the cost for second class postage for a letter was 19p per item.

In 2016 the cost of second class postage for a letter is 19p per item.*

OMG! You’re right – the cost of sending a marketing mailing through the post is 19p per item, that’s the same as in 1993!!

So having crunched some numbers, for under £1000 worth of postage I can send 5000 letters that will land in my client’s letter box telling them something positive that they can act on. Tangible printed communication receives a better response both emotionally and financially in terms of cost per acquisition, than email or social media marketing, as a standalone medium. After much research the Direct Marketing industry recognises that a well-planned campaign that incorporates a joined up strategy across e-media, involves Social media AND print and direct mail, far outperforms those without print.

Market Reach and Mailmen

Yes I know Royal Mail did the research – I’m cynical too – but read it through and apply it to your own marketing, then compare it with your own purchase decisions. You know that you respond better to quality print presented to you in a unique and personal setting, than through electronic marketing alone.

That is not to say that electronic communication is a poor relation, quite the contrary, using a thoughtful and sophisticated marketing plan to reach out across all media is the very best way to retain, and grow business. Printed Direct Mail playing a fundamental and surprisingly cost effective route to market.

What should be advocated?

Take stock – Stop and make a proper study into the tangible return on your marketing spend. It is no longer an excuse to say that “Half of my marketing works – I just don’t know which half” measure the responses properly and understand where leads and more importantly sales are being generated from against the money invested in that channel.

If your market is responding well to e-media only that’s great, however is that because you only use e-media? What improvements could happen if you tested a direct marketing campaign utilising print and e-media?

But I am bias…..I run a mailing house in London

Yes I am bias, and we offer much more than just mail marketing services. I simply want clients to benefit from their marketing campaigns that include direct mail the same way that we do. The same way that we benefit from using e-media. The same way we analyse data to get the best message to the appropriate consumer. We test each and every marketing route to see what works best for us. Then we help others to improve their response rate too. If that make us bias then so be it!


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

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June 8, 2015

11 reasons to increase your Summer marketing activity

11 reasons to increase your Summer marketing activity

In business to consumer (B2C) marketing, the users of your services have more time to absorb your message when not at work surely? But are they at home? Does that matter?

According to an article in the Telegraph published in February 2015, the staycation is an increasingly favoured event these days. Visit England reported that between 2008 and 2013, there was an increase in people staying within the UK (within reasonable driving distance of their permanent residence) by 16%. In 2013, there were 29.6 million one to three day ‘holidays’ taken in the UK. 2014 was quoted by Travelodge’s Chief executive, Peter Gowers, as being the “year of the staycation”. 2016 sees little change with the UK forecast to experience increased home-based holiday makers.

What does this mean in a marketing context?

Holiday periods are historically a period when marketing volumes just drop off the scale but is this sensible?  Given the changes in an individual’s holiday plans surely now is the time to consider a fresh look at ‘holiday period’ marketing. Parents are at home for between 4 and 10 weeks during the summer vacation alone. If you are marketing seasonal items, clothing or any catalogue driven item for example, then mailing in the summer months is a huge advantage: Stephen Thomas details here the success his clients experienced from their summer marketing activity.

1 – Historically a quiet time for printers and the marketing services industry, so they will be more inclined to provide favourable pricing.

2 – Land dates for direct mail can be ‘postponed/delayed’ by distribution companies, so that you ‘mail’ the items up to 1 month in advance but they are not released until a pre-agreed date.

3 – A landing date that bucks the trend of your competitors or historical market, may create an uptake, as the ‘available offers’ are fewer.

4 – The preconception that people do not respond, as they are ‘not there’ is statistically an increasingly a misconception.

5 – Even Christmas shopping is now spread out over the year more and more with people spreading the cost out. If the only time you made an effort with those you loved was once a year, you would likely be alone at Christmas. So why then do brands and retailers disproportionately show the love at Christmas and then revert to the “same old” for the rest of the year? Read more

6 – Recipients have more time to absorb your message and make purchase decisions, when relaxed and away from work.

7 – Royal Mail often offer a discounted mail service through the month of July Watch out for this.

8 – A cross media campaign can be sent out over the summer as a teaser to a mail piece created to land at the end of the summer holidays.

9 – Avoid the seasonal crush – don’t be constricted by the current retail trend around Christmas, Valentines, Halloween etc.

10 – Promote your ‘Summer Sizzling Sale’ to off load the surplus Summer season stock.

11 – We think that people are more creative in the Summer, particularly in the evenings. Avoid SAD (Seasonal Affective Disorder) Winter time ‘blues’ affects 1:20 people so summer time will see people more engaged.

If consumers are overseas or on a short staycation, then it is now time to use email marketing in conjunction with a mail piece in a cross media campaign. What does the typical consumer with a smart phone now do when they are sitting in the pub garden waiting for their drinks? Check their phone, check their emails. When is a consumer most likely to absorb your brand message, but during their relaxed state of mind, whilst their partner gets the drinks, or whilst the kids are busy in the park and their carer sits on the sidelines with one eye on the kids and one eye on the screen.

So when it goes quiet in the marketing office or any office, that can only mean one thing – the consumer audience is where it should be – at home – or near home – waiting for your marketing piece to arrive. The marketing year should not be seen as quite so seasonal any more. Isn’t it time you tested a new approach. Wouldn’t it be great to get ahead of the game?

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

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March 6, 2015

Two Sides Press Release

The is an extract from a recent ‘Two Sides’ Press release. We welcome discussion around this subject so please do let us know how you feel.

Two Sides

Two Sides launches new global initiative to stop the use of misleading “go green – go paperless” environmental claims

New research reveals major global corporations are still flouting regulations put in place to protect consumers from misleading marketing claims.


New research, commissioned by worldwide lobbying organisation ‘Two Sides’, has revealed that major global corporations are still using inaccurate and misleading environmental claims to encourage consumers to ‘go paperless’ and switch from paper-based to digital communication.  This is despite legislation being introduced by the advertising standards authorities to protect the consumer from being misled.

The survey, undertaken in February 2015, showed that in the UK, there is still a significant proportion of financial service organisations, energy, gas and water suppliers and telecoms businesses that are still making false environmental claims. Similarly, research in the US shows a similar picture with half of the leading Fortune 500 companies in the same sectors were doing the same.

“This is extremely frustrating and unacceptable,” says Martyn Eustace, Chairman of the ‘Two Sides’ initiative.  “The fact that marketers in some of the most high profile corporations in the world are still using unsubstantiated and misleading environmental claims to persuade consumers to switch from paper-based to cheaper electronic communication is outrageous.  Many consumers still have a strong preference for paper but they are being manipulated by a lack of clear and accurate information, when in fact paper, based on a natural, renewable and recyclable resource, should be considered as a highly sustainable way to communicate.”

He continues, “This behaviour must be tackled and we are therefore going on the offensive once again to educate and inform those responsible of their misconduct and to ensure that such organisations don’t continue to flout the law and mislead their most important asset…their customers.”

Two Sides will be engaging with companies in Europe, the USA, Canada, South America, South Africa and Australia, who have either reneged on undertakings to stop using misleading environmental claims or are now again claiming that switching to online billing and communication is better for the environment without supplying verifiable supporting evidence.

Original UK research completed in 2012 revealed that 70% of Telecoms businesses, 43% of the major banks and 30% of utility companies were all making inaccurate claims about the environmental benefits of switching from paper to digital communication.  However, when challenged by ‘Two Sides’, 82% of these companies changed their marketing messages.

In North America, Two Sides has also been successful in converting 30 of the Fortune 500 companies in the same sectors and is in discussion with a further 25 organisations who have yet to comply.

Eustace continues, “Consumers should not be mislead and encouraged to go ‘paperless’, when in fact it may be the sustainable way to communicate. It is just not acceptable to use misleading ‘green’ marketing to encourage customers to receive their bills or communications online, claiming that this is ‘better for the environment’. The majority of these claims are unsubstantiated and the term ‘paperless’ is also disingenuous as many consumers resort to home printing to ensure a permanent hard copy.”

Two Sides maintains that the linkage made between switching from paper to electronic services and helping the environment not only creates a misleading impression about the sustainability of print and paper but, as these claims are also unsupported by facts, they contravene the latest UK CAP code, (Committee for Advertising Practice), flout guidelines by the US Federal Trade Commission and CSR Europe (the leading European business network for corporate social responsibility), and the UK Government department DEFRA.  

For the full article click HERE


February 6, 2015

Sustainable Marketing

Sustainable Marketing – Environmental and ROI considerations – Why direct mail is the smart choice.

 With the modern dependence on email marketing, the value of direct mail has been somewhat overlooked. The email boom and the public’s misunderstanding about the environmental impact of this area of marketing has conspired to leave an awful lot of businesses missing out on the benefits that only a well thought-out, creative direct mail campaign can bring.

The public perception of the industry as wasteful and not environmentally aware is just flat-out wrong and is something that we are working tirelessly to change; we try to offer a fairer reflection of steps being taken to ensure that direct mail has as small an impact on the environment as possible. For example, the mailing industry is constantly searching out ways in which it can reduce its carbon footprint, as all responsible industries and individuals should be, and great strides have been made in recent years in areas such as the types of materials used and improving the accuracy of addresses used to reduce undeliverable items.

The Direct Mail Association has also been engaged in an industry-wide initiative to reduce any impact that direct mail has on the environment. The Green 15 enforces 15 baseline business practices across all areas of the direct mail life-cycle that companies must adhere to when producing campaigns in order to improve environmental performance. All of which have combined to make direct mail an environmentally-viable choice when considering your marketing strategy.

While we thoroughly advocate the use of email marketing as part of a fully integrated cross media campaign, given the rise of things like smartphone use, as a stand-alone marketing method is one that is easily dismissed by the recipient. Think about it: we all receive endless emails and only give very short shrift to 90% of them. It is so easy for campaigns to wind up in the junk e-mail folder, never to be seen again and with it goes your hard work. That is never the case when direct mail is integrated correctly.

 There is nothing quite so creative as a direct mail campaign; memorable items that tie in with your brand really do make an impact on the mind of potential customers in a far more meaningful way than just another email. For more information on what a well-crafted direct mail campaign can do for your business, please contact Romax


February 3, 2015

Mailmen – Direct Mail Report Endorsed by Marketing Leaders


Mailmen: Marketing Leaders Endorse Royal Mail MarketReach Direct Mail Report


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

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

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


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

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


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

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


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

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

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


July 16, 2014

New Email Marketing Platform at Romax

Romax are pleased to announce from July, the launch of a new online marketing platform that enables customers to create and track email and SMS marketing communications.

This new platform guarantees a high performance, through a wide range of traditional and advanced features – such as WYSIWYG editor and unique landing pages, this high degree of efficiency enables marketers to reach their goals through the management of creative design through to blacklists and a dedicated IP options.

Whoever your Target Audience a Cross Media Approach Pays Off.

Younger Audiences Respond to email well. Add a Physical Printed Mailer to an audience and watch the increased response.

Roll out has already begun with several Romax Clients helping them integrate their marketing communication channels.

For more information call Client Services on 020 8293 8550 or email hello@romax.co.uk


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

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