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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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.


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:, +44 (0) 20 8293 8550.

May 17, 2017

Marketing to Millennials – Don’t miss the ‘un’obvious

Written by Robin Sumner, Managing Director at Romax Marketing & Distribution.

Marketing to Millennials – Romax Marketing

In our drive to find the best way of marketing to millennials and gain the attention of those individuals who make up that market, we often miss the obvious, that is to say, the route we take is the polar opposite of what works best.

Who or what is a Millennial?

Millennials are a group of people who by 2020, will have a cumulative spending power of $1.4 trillion. They are individuals reaching adulthood in the early 21st century – generally cited as being born between 1979 and 2000.

Fashion repeats itself 

In the 1980’s (that’s a period before the internet by the way), tight jeans were just the coolest thing!
In the 2010’s tight jeans are back – tight jeans with rips now there’s a novel idea I bet they never thought of that in the 1980’s

Yes – Fashion repeats itself – so what
Imagine this: an audience that is more perceptible to a ‘new’ style of marketing, if fashion repeats itself and the audience has not experienced it before, it is ‘new, novel and cool’ to them.

Why not take this theory and apply it to marketing?

If a Millennial, a digital media native, so used to electronic communication, perhaps so much so that they let it wash over them were to receive a piece of relevant print, sent to them in the post with decent images and content that allowed them to then, go online and order/purchase or comment about it using the available technology to full advantage.

Now wouldn’t that be a new and innovative thing?
Yes, trends repeat, so get ahead of the curve now. Lead the way and start reusing a media that produces the highest levels of brand trust and enhancement exceeding electronic marketing. Re-start using mail marketing, printed and posted to real people proven to be more likely to respond – to what to them is new media – who will tweet and emoji all about it.

Who says this will work?
It may seem counter-intuitive to target this tech-savvy millennial generation so used to electronic communication with a tangible, print-based offer, but let’s think again, perhaps that is just the way to target to such a market.
Remember fashion repeats itself and the next new best thing is often just a modern twist on an old theme.


But, nobody sends mail anymore and the mail market is reducing I hear you cry……
Ahh hold on – Have we just had an epiphany? Has the light bulb now lit up? Yes, a market that is not saturated. Where your message may well just stand out.

The junk mail expression may well have been associated with printed DM in days gone by but the junk mail term now clearly applies itself to the electronic marketing market rather than the direct mail market.

There is MASSIVE OPPORTUNITY for your brand to stand out creating a reaction to your physical mail piece landing on the doorstep of your next prospective customer.

How do we create a direct mail campaign that will produce a physical mailing?
There may be a lost art on how to create a successful direct mailer, perhaps the secret lies in the Lost Arc of the Covenant  (see Raiders of the Lost Arc – another 80’s success!!), but there are ‘Oldies’ out there who may have the secret and just maybe you could add a modern twist.

Go on, see what you can do.

Resources: Do Millennials Read Direct Mail? The Answer May Surprise You – Quantum Postcards, USPS and Royal Mail’s research. Why does data decay so fast? MyCustomer 

Romax_tagRomax Marketing & Distribution provides a wide range of services in Direct Marketing for B2B and B2C, including Direct Mail, Data Management, Printing, Discount Postage, Membership Communication Services, and Consultancy. 

Contact us, either by phone +44 (0) 20 8293 8550, email, or filling the form:

May 2, 2017

7 reasons why B2B Direct Mail Works

7 Reasons why B2B Direct Mail Works Best for New Business

If you need something these days you search for it online – simple.

That’s great if you know you want it……BUT…what if you don’t know about it, could it be beneficial to you – woah – now we’re talking marketing….


Send an Email – that’ll get you orders

Email sent – but how was it received? – maybe – it went to clutter, maybe to ‘junk’. If it does get to the recipient’s inbox – Do they know you? – Are you a scam email? – Are you a trusted source? – Will they open you? – Are you a virus just waiting to infect me?

Hey – be more positive

OK – you’ve persuaded the reader to open your email –  what do they see?

Red Cross – Red Cross – Red Cross



Red Cross – download images Should I? perhaps Not – Online I want INSTANT RESULTS and this is getting tedious now I have another email to read it’s just pinged in… bored now – delete it, let’s move on…

Result – email is gone forever – the reader will never look at it again…

Avoid the recycle-bin

Email is great in helping with retention marketing, certain booking confirmations and general correspondence but only once you’ve gained the confidence of your market, but NOT for gaining brand recognition and new business… Not so good for growing trust with your brand or product.


7 reasons to send a Printed Marketing Communication

Reason 1 – Touchy Feely!

When the post arrives on your desk– do you stop what you’re doing and read it? Interruption from workflow focuses the recipient’s mind on your message.


Reason 2 – Right Place- Right Time

You are selling a business to business product – surely the best place to send it to is the person’s desk whilst at work? It’s Obvious MENSA – here we come…


Reason 3 – Chatterboxes just love to share


When you receive GOOD marketing (and sometimes bad marketing too) what do you do with it? Talk to someone about it? Chatterboxes share the information with their colleagues in the office.


Reason 4 – Break from the Norm

Email is constant – marketing mixed in with the constant business demands communicated through email – is just not in the right setting. BUT paper-based marketing forces the recipient to stop and mentally remove themselves from the PC Screen whilst they focus on the mail – in hand. All Eyes on You!!


Reason 5 – Instant Print

Emails will be printed out if the recipient acts on your message.  Will your brand be well presented in this way?

How many times have you printed out an email – poorly formatted – with the images in the right place and the message and brand well reflect?

Yes, that’s right! When you send your print direct, the message will be exactly as you designed it to be – impactful and professionally printed.


Reason 6 – Because Telemarketing doesn’t cut through any more

“Do you want to talk to Jo Salesman?”romax_direct_mail“Hi. you don’t know me but I want to interrupt your workflow when you’re right in the middle of something”

Even if you don’t take the call, you are annoyed by the interruption. So imagine your campaigns the same way – breaking through on the phone is hard work unless it is preceded by other marketing messages aimed at ‘smoothing the way’ and getting your brand awareness in front first.


Reason 7 – Removes focus from the electronic inbox and allows time for action

Physical printed direct mail marketing in the hand of the decision maker will add more weight to your brand and ensure maximum impact. A call to action at the desk of the recipient allows them to instantly act – a call – a web search – a visit to your website ‘while they think about it’ and have already focussed on your message, without interruption from their inbox…

 The blog post was written by Robin Sumner, Managing Director, Romax.



Romax_tagRomax Marketing & Distribution provides a wide range of services in Direct Marketing for B2B and B2C, including Direct Mail, Data Management, Printing, Discount Postage, Membership Communication Services, and Consultancy. 

Contact us, either by phone +44 (0) 20 8293 8550, email, or filling the form:

May 27, 2016

Postal Industry News – and it’s all Good

“Consumers should have the utmost confidence in using postal services. We want to ensure that letters which haven’t been tracked but may still contain important contents, arrive safely,” Jonathan Oxley, Ofcom Competition Director.

The latest postal industry news from Ofcom, about the Universal Service (Royal Mail’s obligation through law to deliver mail to every address in the UK for the same cost and service) and security in untracked mail is a sign of increased optimism and demonstrates a postal industry that, although not yet as efficient as it could be has made great progress.

Ofcom, the communications regulator that oversees the postal industry and issues licences to carriers allowing them to operate in the market has released various reports over the past week.



  • The universal postal service is financially sustainable, current rules and safeguards for postal users are generally working well.
  • Royal Mail’s current return on sales is at the lower end of the 5-10% range which Ofcom considers to be compatible with a sustainable universal service. In recent years, the company had fallen below this range.
  • Royal Mail has made notable modernisation improvements, but it could still do more to improve efficiency, in the interests of postal users.
  • Consumer satisfaction with postal services, and value for money are high.
  • Ofcom is not proposing to impose new price controls on Royal Mail’s wholesale or retail products.

Postal Industry News Full Report is available.

Romax Welcomes the Proposal to Protect Untracked Letters

All postal operators who deliver ‘untracked’ letters – such as medical letters, bank statements and birthday cards – must minimise the risk of loss, theft, or damage, under plans in today’s consultation.

Untracked letters are very important to protect, and valuable to the recipient – even though they rarely contain items with a high face value, which are more often sent using a tracking service.

Examples of untracked letters range from credit card bills, utility bills, hospital appointments, or exam results. Although lost mail is proportionally very low, untracked letters are more likely to go missing, during delivery. Any focus to improve untracked delivery to as close to 100% as possible would be a great thing for the industry.

Ofcom already sets rules for looking after mail – including how postal companies must recruit and train staff, ensure the security of mail and report serious incidents to the regulator.

These proposals would require postal operators to focus on ensuring letters arrive safely. Ofcom intends to introduce new rules to clarify how postal operators must look after these items – shifting the focus of regulation away from logistical and procedural requirements, towards assessing postal operators’ actual performance. Those who fail to meet the new rules would face fines.

So, in summary, this is great postal industry news for all of our communications, marketing and membership clients. The requirement for all mail carriers to deliver the highest level of delivery aims, to track, using the technology that is now available, all mail, will provide closer scrutiny. Such transparency will increase the value of postal communications and bolster the measurable return to direct mail for marketing professionals across all sectors.


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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May 13, 2016

Arts and Culture Marketing for London

Written by Charlene Plows, Head of Client Services at Romax Marketing.

Maybe it’s because I am a Londoner……

So what do I love about London?? The arts and culture in London for a start, not to mention the multi-billion-pound retail industry.

It is just so accessible, I can simply jump on a tube and within ten minutes be in the hassle and bustle of Central London!

London is one of the most popular tourist destinations in the whole world, attracting around 30 million visitors from other countries each and every year. People travel here from every corner of the globe to admire London’s many impressive monuments and explore the richly vibrant culture of the city. In addition, a total of roughly 26 million overnight visits are made to London each year, and these overnight visits are mostly made by people living in other parts of the United Kingdom.

Whether you’re purchasing a beautifully crafted dinner set from Emma Bridgewater, visiting an exhibition in one of many museums, possibly taking a tour of the Theatre and Performance exhibit at the V&A or watching Yang Lipings, Contemporary Dance ‘Under Siege’ at Sadler’s Wells theatre. The choices are vast. You could even find myself face-to-face with the majestic Asiatic lion at the spectacular new lion enclosure ‘Land of Lions’ at ZSL!

Land of the Lions Marketing for ZSL

Land of the Lions ZSL

London Zoo

Revenues generated by tourism in London comprise approximately 10 percent of the city’s gross value added income, and it is projected that tourists in London spend approximately £15 million per year. This figure includes all aspects of the tourism industry, such as accommodation, transportation, eating out and attraction entrance fees.

Arts and Culture Marketing for London

The collection of data to understand your ‘audience’, if managed properly, using value added marketing to reach those individuals, will pay dividends.  Simple but effective personalised communication using variable messaging combined with carefully thought out incentives to promote membership or events will demonstrate a connection that engages them.


Membership Communications

Regular communications to your customers or members will help them feel that you value them. Add value to their membership and make them feel that their ticket or subscriptions charges are worth every penny in this hard-fought market. Ensure they receive details of all upcoming events ahead of the general public, not forgetting all the other additional perks!

It doesn’t need to cost a fortune to stay in contact with past bookers and attendees – with correct and effective marketing, these people could be your new members paying annual subscriptions. The perfect help in boosting your sales and bringing greater recognition to your brand.


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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January 14, 2016

Are You Postage Discount Fit?

Are you gaining the correct postage discount for your bulk mailings? Are you Postage Fit?

Romax are pleased to announce Royal Mail’s forthcoming trial of ‘Advertising Mail Catalogue’, a new service option geared to customers who sell their products and services from a catalogue or a brochure and wish to ‘send more for less’.

The trial will take place from January 2016 to March 2017.

Postal Savings

The new pricing structure will be in five 10g increments between 100g – 150g for both letters and large letters. During the trial Royal Mail will assess whether this works for customers and encourages their commitment to larger printed catalogues.

If the trial is successful Royal Mail, will continue to offer the option after March 2017.

Content Criteria
To qualify for the catalogue option, your brochure must meet the following criteria:
  •  The mailing primarily comprises a list of goods and/or services, together with a description, image and price.
  •  The goods and/or services are sold directly from the page at the prices listed; and
  •  The editorial and content of the mailing is minimal.

Postal Savings

Is the annual postage increase
weighing heavy
on your mind?

Every year postal prices in the UK rise. The standard time for this is December and April. Typically, Royal Mail, who manage the wholesale or Down Stream Access (DSA) – ‘Final Mile’ delivery network, increase the cost to direct customers and DSA suppliers (those that access the network ‘down stream).

It is good business practice therefore to complete a regular review of your postal prices. Ideally annually to ensure that your postage discount levels are maximised.

There are numerous distributors that offer many levels of service across format and location.

This is an arduous task and requires a depth of knowledge of marketing, print, postal formats, mail service and distributors. 

 Why not ask Romax to look at
postage savings for you?

Our promise:

“to scour the market and negotiate competitive postage costs
and to offer expert advice.”

Robin Sumner, Managing Director

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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January 4, 2016

2015 – A year in summary

Happy New year – Welcome to 2016!

2015 was a year of extraordinary events. Here’s our summary of 2015 in a nutshell:


Star Wars – The Force Awakens took top spot in our opinion and at the box office! Critics at the Telegraph thought differently:

The British Royals

We have witnessed the birth of Princess Charlotte. Queen Elizabeth II became Britain’s longest-reigning monarch. At 17:30 BST on 9 September 2015 she had reigned for 23,226 days, 16 hours and approximately 30 minutes – surpassing the reign of her great-great-grandmother Queen Victoria.


Rugby World Cup, FIFA corruption, drugs in Athletics, what was your favourite or most disappointing bit?

Sporting year in Images 2015: HERE

Here’s your sporting calendar for 2016


We have seen the tragic terrorism taken place in France, and countries all over the world, Tories won the general election again and Ireland legalized same-sex marriage in a historic vote.

As a week is a long time in politics – see how good your memory is: Take this political quiz 2015, courtesy of the Independent.


The top 10 best-selling singles in 2015: for the full list see Official top 40 best selling singles 2015


If you want to see who topped the charts and when use this Official Music Charts link.

2015 was also an exciting year for Romax:-

  • We were the first mailing house to successfully produce a live trial the digital indicia stamp mailing.
  • Romax were one of the few mailing houses to implement Mailmark postage.
  • Our new website went live.

The year in pictures according to the BBC – 2015 in pictures

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:

May 11, 2015

Is this the final Whistl for End to End?

Whistl, the postal operator (previously known as TNT) has suspended its End to End mail collection and delivery service after funding was withdrawn by Lloyds Banking Group.

were the main competitor to Royal Mail for the complete collection and delivery service, but were accused by Royal Mail of ‘cherry picking’ city centre, highly populated areas where postal distribution was economically viable. Royal Mail are still legally obliged to provide the universal service where the cost of delivery is the same whether you deliver locally or to the Shetland Isles.

The announcement by Whistl, places in jeopardy up to 2000 jobs for delivery agents that worked for the delivery service under the ‘LocalSort’ brand. During this period, all mail will be sent through the Down Stream Access (DSA) route, where mail is collected by the carrier, sorted and injected into Royal Mail for final mile delivery.


Delivery of mail is a competitive market and Romax are experts in the market which remains highly competitive. The often misconception surrounding mail is the physical cost to send mail as an advertising medium, with mail costing as little as 19p per item for qualifying advertising mail, making the ROI on a direct mail campaign much higher than other 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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March 18, 2015

To build a great working relationship, involve the marketing experts

To build a great working relationship, involve the marketing experts


To make the most of your business, you need every element of it all to be operated as efficiently as it can be; a principle that also extends out to your relationship with your suppliers. Just as the ‘Just in time’ concept helped revolutionise the efficiency of the automotive industry, engaging with specialist providers as partners rather than suppliers can help increase engagement in your marketing drive.


Treating your business relationship in this way involves allowing your marketing partner access to certain information about your company, and while this may be something of a scary prospect, it is necessary if you want to get the very best results that you can. For specialist providers like us here at Romax, understanding the fundamentals our clients’ businesses is a vital part of us being able to provide the kind of service that will help drive their efforts forward. The ability to put forward the salient marketing information and to advise on the best method to proceed with an upcoming campaign can shape just how well it does.

When it comes to campaigns like direct mailers, what companies are looking for is return on investment and the way to maximise this is with a campaign effort tailored to the needs of the customers you are targeting. The best way to achieve that is to have a partner on board that truly understands your business and can give you marketing advice designed specifically around that. As they say, knowledge is power, and here it is the power to drive your marketing effort to new heights.

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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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 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


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: or call +44 (0)20 8293 8550


January 27, 2015

Mailmark Discounted UK Post Service

Mailmark Discounted UK Post Service, what does it mean to buyers of Direct Mail and what is it exactly?

For a full insight into Mailmark visit Royal Mail’s website here.

The key to the service is to allow true visibility and tracking of your mail from despatch to delivery, and ultimately for the platform to act as a returns data capture tool as well.

Utilising a 2D barcode that contains the address delivery data  and sortation codes for mailsort discounts.  The mail piece is scanned and tracked through the postal system to provide a ‘fall to earth’ date (or delivery date). Unless you are a mailing house, use a mailing house, or a large producer of mail, then Mailmark is something that as an organisation you will not need to get too hung up over.

Your supplier will make recommendations to you to use Mailmark (if they have completed the accreditation process themselves) you will require a log in to view the tracking portal, but you should be ‘hand-held’ through this process by your mailing house.

Apart from the tracking and open visibility of the mailing that the mail market has been seeking for years, this service allows marketing professionals to visibly see the effects of their campaigns in real time, and to plan effectively around responses, orders, box offices, call centres etc. as a result of the planned mailing.

Further more Royal Mail Retail and Wholesale (the Downstream Access Suppliers) wholesale network can all access Mailmark and have received confirmation that the cost of Mailmark Products will remain the cheapest postal service across all mail products. So there is additional cost incentive to utilise Mailmark for your next mailing.

Setting up Mail Mark is easy through Romax, we follow simple steps and make the process painless for you.

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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