September 25, 2017

Can Direct Mail Boost Sales on Black Friday?

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

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

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


Black Friday 2016

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

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

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

Emails sent on Black Friday 2016

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


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

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

How to stand out from the crowd

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

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

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

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

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

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

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

direct mail rocket ROI

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

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

Contact us: +44 (0) 20 8293 8550

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June 4, 2015

London Mailing House Tour a Success as Romax Can Organise a ‘Drinking Session’ in a Brewery!

London Mailing House Tour a Success

Couldn’t organise the proverbial ‘P*** Up’ in a brewery, couldn’t be further from the truth for Romax, as we host members of the South East Board for a tour of the Romax Facilities followed by a tour of the local Meantime Brewery in Greenwich.

20150528_190050 20150528_183946

As a digital manufacturing and digital print and mailing house in London, Romax operates from a well provisioned print facility providing direct mail print, mail fulfilment and direct mail, so as a manufacturing plant with an array of hi tech and industrial machinery, it is always fascinating to experience other manufacturing processes – particularly those with such ‘flavourable’ outcomes!

20150528_183258 20150528_180028

Meantime offer a very interesting tour and the beer is pretty good too! Our guests from the BPIF Board all commented on the event as being a great success. Direct Mail is used by many retailers to promote their brand to consumers and the success it provides as a return in investment from marketing spend, particularly when utilised as part of an OMNI channel or Multi Channel Marketing campaign is recognised as the best.

20150528_171313 Meantime Brewery

For more information about Romax a London Mailing House, please email:

February 5, 2015

Romax Achieve Double Bubble ISO 9001 & ISO 27001 Data Security

Romax Achieve Double Bubble ISO 9001 & ISO 27001 Data Security

Last week Romax received further confirmation that the level of quality and data security associated with the business services and output was still excellent. Having been externally assessed by independent adjudicators, Romax once again exceeded the standards required to retain our ISO credentials.


When is it OK to blew your own trumpet? Well – sometimes if you don’t do it then nobody else is going to do it for you!

Clients can be confident once more that when they place a job with Romax, service, data security and quality are assured. Contact Romax on 020 8293 9550 or email


October 1, 2014

‘It’s a Perfecta Horizon’ – as Romax looks forward following kit investment

New equipment gives Romax the cutting edge

As a leading direct marketing services company Romax has invested in new equipment and software to ensure that we continue to meet our clients’ needs by offering them even greater options than before.

We have installed new cutting and folding equipment at our Greenwich base, near London, as well as buying and implementing new marketing software. Romax’s capex investment amounts to some £350,000 for this year, as the company looks to the future and sends out a positive message to both customers and its own staff.

A Perfecta guillotine was installed in August, while a Horizon automated cross-folder is due to replace the existing kit, in early October. The new hardware – from Intelligent Finishing Systems – follows the installation of a state of the art Xerox iGen digital printing press earlier in the year.

Meanwhile, the all-new content management software system, that was also installed this summer enhances Romax’s multi-channel marketing capability, including SMS and email marketing, which can now be kept in-house, adding to overall efficiency.

Managing director Robin Sumner said the system went live two weeks ago and that so far they are delighted with results. The fact that clients had a single point of contact for e-shots and direct mail, was an added benefit, he said.

“It allows us to have an effective reporting structure in place – something clients find really helpful. We’ve seen that more and more clients are keen to keep their data in one place as far as marketing is concerned. With the new system, it’s one data set for both direct mail and email and they like the idea of having one supplier to manage both methods of distribution.”

Robin said that we are confident that by using printed direct mail, combined with electronic direct mail, the overall impact would be much greater – something else that clients would benefit from.

The decision to bring this aspect of the business in-house would help to pay for the sizeable investment the company has made, but it has also had a positive effect on the company’s IT department, providing them with the opportunity to train some additional members of existing staff rather than having to recruit new employees.

The new guillotine helps to increase efficiency further, seeing cutting productivity increase by 30%, and the new folder – with 17 fold settings and 200 job memory – will provide customers with many more options. The investment in more automated systems has made working conditions better for staff, as well as helped to create high-quality jobs at our plant in Greenwich.

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

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July 28, 2014

Mail fulfilment – Quality Service Over Cost – You decide?

Mail fulfilment – Cost vs. quality? You decide what’s value for money.

Direct mail is one of the most effective ways to reach your targeted audience, but choosing the right vendor to first develop and secondly deliver your direct mail can be a challenge without a little basic knowledge. You might be tempted to go for the cheaper option, but that’s not always the best choice.

If you’re considering choosing a new direct mail provider then it’s imperative to check references and look at previous direct mail samples. Any reputable company should have no problems handing these over.

Advertising agencies can provide many services. They should be able to take the entire direct mail campaign, from design right through to the high end finished project and importantly add value. If you’re looking to combine your direct mail campaign with other modals, for example television and radio advertising, then they can be a vital resource. On the down side agencies often to not have all the knowledge and use the print producers and mailing houses for their expertise but strip out all of the profit. A good agent is a transparent supplier that details and measures clearly their supply chain treating them as important partners rather than commodity suppliers.

Direct mail is what direct mail production companies do. For you this means working with tried and tested vendors who are effective at trouble shooting and adding value early on in a campaign. A word of warning is to make sure that you keep up to date with campaign progress and keep in control of it. Direct mail production companies rely on manufacturing plants to produce your mail, always insist on a facility site tour prior to engagement.
You should get greater control working direct with the vendor of direct mail fulfilment as you won’t concern yourself with any third party contact. It should be an effective way to reduce costs and speed up the direct mail process.

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

Contact Us