June 6, 2016

Mailmark Savings – Users Avoid Postage Price Increase

Mailmark Savings Continue to Provide the Lowest Price for Volume Mail.

Customers opting to continue using CBC barcode services for posting Business Mail and Advertising Mail, sorted and unsorted letters will experience a price increase of circa 1.5% from 4th July 2016.

To avoid the price increase, (if you have not already made the switch) we recommend you move to one of the Mailmark postage products that are available. Mailmark will be circa 4% cheaper than CBC barcode services from July 4th 2016 as the CBC Product costs increase. (Mailmark costs will remain the same).

Mailmark is Royal Mail’s 2D barcode technology. It includes the following benefits at no extra cost to you:

  • Where mail is and when it’s going out for delivery
  • Accurate predictions of mail landing allow flexing of resource in your contact and marketing teams
  • Online, custom reporting so that you can see the status of your mail and the quality of your data
Mailmark Barcodes

How Mailmark Savings work

As your mail is produced, a Mailmark is added. Your mailing details are then added to an e-manifest (an electronic list of your consignments). That gets sent to Royal Mail. As your mail rolls through the postal system, the barcodes are scanned and recorded, generating a personal report which you can check online to see exactly what’s happening with your mail.

More information about Mailmark Savings is available at royalmail.com/Mailmark.


What Next for the Postal Industry?

Early adopters of this service have seen the continued improvement of the service and a reduction in issues (although relatively minor) relating to reporting which were to be expected from any new product. Royal Mail’s move towards increasing non-Mailmark postings demonstrates their, and that of the postal industry at large, intention to drive users towards a more efficient sortation based on more machine sortable work.

It is understood that mail – particularly mail that cannot be machine sorted – will attract increased costs in comparison to the Mailmark service as Royal Mail is forced to improve efficiencies. Charges based on the ‘work required’ to deliver a particular mail format type will evolve, rather than (what has been perceived over the years) a cross subsidy by volume machine sortable mail to cover the additional costs of hand sorting bulky and non-machine sortable mail.


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

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

Contact Us

March 10, 2015

Marketing Glossary of Terms


Welcome to our Marketing Glossary of Terms from Romax. This is intended to assist you in working with us. We try hard to avoid jargon, but there will always be a phrase or two that slips in! If you would like clarity on any please contact hello@romax.co.uk

Phrase or Word Meaning or Interpretation


Any paid form of non-personal presentation and promotion of ideas, goods or services by an identifiable sponsor’


Application Program Interface – an abbreviation of application program interface, is a set of routines, protocols, and tools for building software applications. The API specifies how software components should interact and are used when programming graphical user interface (GUI) components.


Usually 3mm or additional image printed over the edge of the final print size, so that when the printed paper is cut to size, there is no ‘white’ border around an image that should print to the paper’s edge.


Buy One Get One Free


Business Reply Envelope (Freepost Envelope) Often included in a marketing campaign, particularly a Charity based DM piece requesting donations. A pre-printed envelope with a Royal Mail Business Reply Services licence which prompts a charge to the mailer NOT the donor.


From a marketing context, a campaign can be a single contact point covering a single show, or a project covering months or years around a product or product range. A campaign normally however, is a smaller segment of an overall marketing/business plan with a specific target involved based on the investment made. A return on Investment (ROI) would usually apply to an individual campaign.


4 colour printing process – Cyan, Magenta, Yellow , Black

Cold List

A database of individuals be they B2B or B2C of potential clients or buyers of your product service that have NOT shown previous interest or past lapsed/purchases of your service/product, but have a strong likelihood of having an interest.

Crop Marks

Crossed lines placed at the corners of an image or a page to indicate where to trim it are known as crop marks.

Cross Media

Cross-media marketing is a form of cross-promotion in which promotional companies commit to surpassing traditional advertisement techniques and decide to include extra appeals to the products they offer. The material can be communicated by any mass media such as e-mails, letters, web pages, or other recruiting sources.


A date set in the diary that is agreed by the client and supplier as the point in which a campaign should reach its target audience.

Deceased Data Register

A database of demised individuals that have recently passed away. This database is used to ensure that communications are not sent to deceased individuals, which can upset other family residents upon receipt.

De-Duplicate (De-dupe)

The analysis of databases that may contain duplicate records within the same file or where there is a chance that data may be contained in multiple data files where only one record is required. Software is used to compare using varying levels of matches on chosen criteria to confirm an exact match or a probable match.

Digital print

In digital printing, an image is sent directly to the printer using digital files such as PDFs and those from graphics software such as Illustrator and InDesign. This eliminates the need for a printing plate, which is used in offset printing.

Digital Proof

Preparing a sample of printed output on a computer printer before the job is printed on a commercial press.

Direct Mail

A marketing effort that uses a mail service to deliver a promotional printed piece to your target audience.

Direct Marketing

‘An interactive system of marketing which uses one or more advertising media to effect a measurable response/and or transaction at any location’.

DPI (Dots Per Inch)

Number of printed dots printed per inch of paper – a measure of print density. The more |DPI the higher the resolution/definition of the print.


Downstream Access –  mailing services provided by competitor to Royal Mail and then handed back to Royal Mail for final stage of delivery.


Digitally printing to two sides of one sheet.


Messages distributed by electronic means from one computer user to one or more recipients via a network.

Gross Profit

A company’s revenue minus its cost of goods sold. Gross profit is a company’s residual profit after selling a product or service and deducting the cost associated with its production and sale. To calculate gross profit: examine the income statement, take the revenue and subtract the cost of goods sold. Also called “gross margin” and “gross income”.


Grams per Square Metre’, It’s a measurement of paper weight which allows for printers to be far more precise than they could be with woolly terms like ‘thick’, ‘thin’ and ‘kinda in the middle’. As the name suggests, it tells you how much a square metre of the paper or card you’re using would weigh.

iGen 150

The most recent digital colour press released by Xerox. The quality of print combined with the range of paper size up to to 6pp A4 means increased versatility and quality for colour variable digital print.


The Application of Mono or Colour Ink ‘sprayed’ on to paper product in varying dpi (dots per inch).

Litho print

Oil and Water Don’t Mix – Lithographic Print

Loss Leader

A retailer or vendor deliberately losses out on any profit from one promotion in order to gain footfall or spend on other items not in a sale or promotion. So making a loss on the individual item, yet making an overall margin on the total spend from the consumer. A strategy not risk free but loss leaders tend to be well planned.

LPI (Lines Per Inch)

Number of printed lines printed per inch of paper – a measure of print density. The more LPI the higher the resolution/definition of the print.

Mail Mark

A 2D barcode used to track and sort mail.


Mailsort was a five-digit address-coding scheme used by the Royal Mail (the UK’s postal service) and its business customers for the automatic direction of mail. Mail users who could present mail sorted by Mailsort code and in quantities of 4,000 upwards (1,000 upwards for large letters and packets) receive a discounted postal rate.


The difference between the sale value and the costs of the business and other expenses.


The chosen channel to market or advertise media can be any form of method of portraying a message, often split into below the line and above the line, Above the line being media that is not data driven, and below the line being data driven. Increasingly given data and modern technology, there is increasing Cross Media or through the line marketing which uses data mainly as the route to drive personalised messages, but also non personalised messages through socio-demographic data analysis.


Multimedia Messaging Service (MMS) is a standard way to send messages that include multimedia content to and from mobile phones.

Movers and Gone-away Data

A database of individuals that have recently moved address or gone-away (left) their previous registered address. Very often individuals only advise the absolute essential utility and finance companies of their relocation and other organisations are often left in the dark. Using this database enables marketeers to remove these individuals so reducing their marketing spend on non-recipients. A further addition of this database in some circumstances is to track the person to the new address for onward marketing communication.


Online Business Account – Solely for clients with direct postage accounts with Royal Mail.


Postcode Address File: Owned and managed by Royal Mail, this contains all 20 million UK addresses and is used as a reference tool for data accuracy and data capture.

PDF Proof

A PDF Proof is a ‘Portable Document Format’ file that gives a fairly good idea of what the finished print should look like. They are typically used in order for a client to check text, images and layout before going to print.

PPI (Pixels Per Inch)

This is screen resolution density of the image on the screen.

PPI (Printed Postage Impression)

Postal indicia depicting postage paid on account, can be used for additional marketing touch point.


Personalised URL (Uniform Resource Locator) or location address on a computer network – particularly used via the internet.

Response Management

A successful marketing campaign, will lead to responses. Handling these responses in terms of physical receipt, opening, scanning, and capturing of the content, data, banking and additional fulfilment as a result of the response is a task suited to some organisations and based on volume. Many mailing houses manage mail response and return as well as outbound communications.


Red, green blue – usually monitors or screens are set to this resolution.


Return on investment (ROI) is the benefit to the investor resulting from an investment of some resource. A high ROI means the investment gains compare favourably to investment cost. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. In purely economic terms, it is one way of considering profits in relation to capital invested.


Experts in Data driven direct marketing, cross media, personalised digital print and direct mail.

sales promotion

A range of tactical marketing techniques, designed within a strategic marketing framework, to add value to a product or service, in order to achieve a specific sales and marketing objective.’


A name and address of an individual(s) – usually the purchaser(s) of the marketing campaign to test the fall to earth date and quality of the marketing piece/campaign, added to the supplied data prior to supply to the agency/mailing house.


Digitally printing to one side of one sheet.


Short Message Service (SMS) is a text messaging service component of phone, Web, or mobile communication systems.

Strap Line

A Call to Action on a carrier sheet or envelope aimed at prompting the recipient to act on receipt of the marketing piece.

Warm List

A database of individuals be they B2B or B2C of potential clients or buyers of your product service that has shown previous interest or past lapsed/purchases of your or similar products.

Wet Proof

A Wet-Proof is a printed proofing page of your file/s. It is printed on the actual paper that will be used on your project; with the actual inks that will be used on the final press run. It requires special set-up on press and special plate output which makes it a pricier proofing option. However, this type of proofing process yields the best colour proofing result. Wet-Proof is an option especially recommended on projects that are critical on colours. This includes art books; museum quality projects and photography books.

February 3, 2015

Mailmen – Direct Mail Report Endorsed by Marketing Leaders


Mailmen: Marketing Leaders Endorse Royal Mail MarketReach Direct Mail Report


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

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

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


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

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


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

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


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

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

MM6Romax_tag  f

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