August 22, 2017

3 ways to measure your direct marketing campaign

Written by Nilda Cerna, Marketing Manager, Romax.

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

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

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

Here are 3 ways to measure your direct marketing campaign:

1. Include a measurable way to contact you

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

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

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

2. Control groups

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

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

3. Create a unique offer

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

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

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

Considerations

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

Reference: PrintPower Magazine, Spring 2017.

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

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

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

 

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 hello@romax.co.uk, or filling the form:

April 24, 2015

Leveraging your Marketing Partners for Success

Leveraging your marketing partners for success – Time to ‘check-in’ more often.

In many areas of life, you are expected to work through a standard, proven process, for example when checking in at an airport. It’s often a clear and sensible way to work, yet if you were to apply the theory to a business situation, how often does it simply not happen that way?

Take a single company who supplies your business in one area and consider the relationship that could be developed from this. Do you take time to check-in with them and find out what is happening in their field of business and then consider how such advances could offer valuable help in a step forward for your own organisation? A development in one area might be used as is, or could easily form the germ of an idea that could be of value in a slightly different context.

Understanding the key changes in their working environment, and being regularly updated on news and other developments within their field of influence, is an exercise well worth undertaking. It may even be time for a comprehensive review of your business and the services offered to it. Many companies and organisations still tend to operate on a default setting of “this is what we’ve always done and it’s worked pretty well in the past”. Others mistake the process of a review as a need to change everything. The truth surely lies comfortably between these two extremes.

Working to both engage with your marketing partners as key suppliers, and then to operate in tandem with them, can bring a new and more open attitude to the relationship. As with a tandem bicycle, you can then work in partnership to create a combination that operates more effectively, when both using and focusing all the available strengths. As a prime example, your direct mail provider can offer the expected range of such services. However, through their marketing knowledge, and a wide range of skills and know-how, added to the expertise they have gained in many business areas, you could well leverage a greater advantage from the partnership you already have with them simply by taking the time to appreciate everything they could bring to your business’ table.

Azim Premji, head of global multinational Wipro, expressed the point clearly when he said: “The important thing about outsourcing… is that it becomes a very powerful tool to leverage talent, improve productivity and reduce work cycles”. It’s worth taking his words and then building them into the ethos of your business.

 

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 30, 2015

Further Equipment Investment – Mono Digital Press Nuvera 157

Xerox Mono Digital Press Nuvera 157 installed at Romax.

Nuvera 157cNuvera 157

As a leading digital print and mailing services supplier, Romax are well known for our continued investment in the latest equipment to ensure that our client work is produced to the highest quality in the most efficient time.

Operating in a fast-paced direct mail marketing market, Romax need to meet often very tight deadlines to ensure that our client’s work is despatched on time. Continued investment in the very best equipment is always demonstrated by Romax, and this latest investment continues to remind our clients that they can rely on Romax to provide one of the very best mailing house and print and fulfilment services in the UK

This investment added to our already extensive array of mono and colour digital presses means that we can produce 100,000’s of items per shift and millions of items per week.

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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December 31, 2014

Is your direct mail supplier up to standard?

Quality check: Is your direct mail supplier up to standard?

Whether it’s passing the Christmas deadline panic, starting a new financial year, or simply being inspired by the fresh start, the new year often prompts organisations to carry out reviews. That’s certainly true users of direct mail, but one review you may overlook is the quality record and procedures of your direct mail supplier.

Over recent years, the economic downturn has rightly focussed service buyers on cost, what is clear now is that the best companies, despite having to tighten their belts too, have continued to provide the highest level of service and continued to invest in employees, equipment and technology, ensuring process and security are paramount.

While vetting such procedures may seem like unnecessary red tape, it can be a smart long-term move. Most organisations that use direct mail specialists do know better than to simply pick the cheapest option, but relying on past performance and even personal experience when selecting and maintaining a supplier is inadequate. That simply tells you everything has gone great so far, but doesn’t adequately address the risks that the service might drop off in the future.

That’s where quality procedures come in. There’s no such thing as a 100% guarantee, but looking for direct mail specialists with proven and accredited quality procedures is the best way to make sure the fundamentals are in place and risks are minimised.

 

So what to look for? Numerous ISO standards measure whether a company is up to scratch on a range of specialist procedures, usually through independent accreditation and assessment. Some key standards to look out for in a direct mail specialist are ISO 27001, which covers the way firms handle and store confidential data such as customer information; ISO 14001, which covers environmental management; and ISO 9001, which covers the overall way a company maintains quality, meeting customer needs while still complying with legal regulations.

You can also look for the Investors in People standard (managed by the UK Commission for Employment and Skills rather than the ISO.) This uses a recognised (basic), then bronze, silver and gold standard to assess whether a firm has a clear business plan, realistic and measurable targets for achieving the plan, and effective systems for managing staff and harnessing their ideas.

Dealing with direct mail suppliers who meet the standard is useful to meet your own business’s ethical value framework. Just as significantly, firms that meet the standard are more likely to be able to grow, adapt and maintain excellent service to customers rather than being inflexible, stagnant and unable to deal with potential crises.

Remember that not every reputable direct mail supplier will have opted to get accreditation for standards, perhaps because it feels the administration involved is not worthwhile. But never be afraid to ask about a potential supplier’s quality procedures because ultimately the way they run their business directly affects the service they can give 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: hello@romax.co.uk +44 (0) 20 8293 8550

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November 14, 2014

Please Don’t Call Me – Use Direct Marketing

Romax can help charities find more effective methods to reach people as they say ‘Please Don’t Call Me’ in response to pressured sales calls – namely Direct Marketing.

In light of the Direct Marketing Association (DMA)’s new code of practice, charities now have to widen their scope in terms of contacting potential supporters. The code discourages charities from calling people on the telephone at what is considered to be anti-social times, by considering their target audience when scheduling the delivery of communications. Members of the DMA must not adopt high-pressure selling techniques and should avoid exploiting inexperience or lack of knowledge, particularly in vulnerable call recipients.

With this in mind, direct mail campaigns are becoming increasingly effective for charities. Direct mail can be targeted to reach a specific group of people; by using demographics such as age or postcode, charities are able to methodically aim their marketing at people who are most likely to engage. Direct mail is therefore personal and likely to bear resonance to the recipient. Print mail such as brochures and leaflets are tangible and harder to dismiss than an email, and can be a crucial element of an integrated marketing campaign that also encompasses TV, radio, press and online marketing. Most crucially, response to direct mail is measurable, so charities, with their tight budgets and stringent fiscal accountability, can assess the efficiency of their campaigns literally “by return”.

As a marketing services company, Romax appreciates the logical process of direct mail campaigns. Handling every aspect of your marketing campaign from data and design to print and delivery, our dynamic approach ensures the most cost-effective and appealing mail for every charity. According to Billet Media Monitoring the opening rate for direct mail sent to prospects stands at 91%, making it the best way for charities to encourage new support. Having worked with a broad range of charities, Romax have an in-depth understanding of VAT exemption regulations on appeal mailings, ensuring that your next charity fund-raising project is in safe hands.

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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