April 17, 2019

Why should you personalise customer communications?

In the ‘Dark Ages’ before data-driven personalised communications came about, and Amazon, Netflix and Spotify simply did not exist, marketing just looked different! Since the rise of Internet 2.0 we have not looked back. Consumers cannot remember what it was like to watch their favourite show only at a specific time and on a set day.

Nowadays we are so used to receiving personalised recommendations relating to music, movie or TV shows that it has become something we not only expect but demand. In fact, Experian’s research on personalisation found that 71% of consumers find it frustrating when marketing communications were not personalised.

Personalised messages create impulse buys

The 2017 State of Personalisation Report states that a carefully crafted personalised message can drive consumers towards impulse buys. The report mentions that 49% of all consumers that have received personalised messages have gone on to make an impulse purchase.

Many companies are targeting Millennials (for a good reason), they purchase more than any other age group. Millennials enjoy personalised communication as it makes them feel valued and unique. Impulse purchases are made by all age groups, although millennials are more likely to make an impulse buy. 63% of all millennials have made an impulse purchase in the last 90 days.

Many marketers believe that women buy more. However, an interesting fact is that men are making impulse purchases more often than women. So, if your target market is millennial males then personalise your messages if you want to achieve higher sales.

Why is personalisation important and how does it affect our brain?

Psychologists say that it is most likely down to two factors – desire to control and information overload.

Personalised messages don’t give consumers the ability to control. But because they trick the mind, they give them a false feeling of determining the process. For this very reason, we perceive personalised messages better than those which are non-personal.

Because of the structure of our brains, they can only perceive a limited amount of information. The quantity of available information now leaves our brains extremely overloaded.  Because we look at so much information daily, we can only focus on the most interesting to us.

It works the same way at a party with people around you discussing various things;  you hear only those snippets that are of interest to you, so you can join the conversation.

When we crafted messages in a personalised way, the information becomes relevant to the human brain. It making it more likely that the consumer will pay attention and engage. If your offer is attractive, the chance of conversion is high.

Even just a small amount of personalisation, such as mentioning the consumer’s name, can improve conversions. According to Dale Carnegie, a person’s name is, to that person, the sweetest and most important sound in any language. We have learned to respond to our name immediately since birth. Scientist studied the human brain response to our name and it has been proven that when a person hears their name, chemicals are released which are responsible for triggering brain activation.

Data and privacy in personalisation

But what about recent privacy invasions you might ask? Well, according to research, it is okay to use data for personalisation if you collect the data yourself. Customers are happy to receive personalised messages from companies with which they previously interacted or purchased. Moreover, it is important that you use data wisely so that your message is entirely relevant.

Limit the overuse of personalisation on purchased data. 67% of customers find it off-putting to receive highly personalised content from a brand that they had never purchased from before. This does not include the use of data analytics to find and target individuals, but the excessive use of data content in marketing communication. Sometimes, less is more!

It’s important that you find the perfect balance. It is okay to use more information than just a person’s name for personalisation. For example, you could look through their purchase history and provide some advice or a solution to a problem, or you could use the customer’s location in order to provide details of their closest store. According to research, the three most justifiable uses of personal information are providing the customer with discounts on items they purchased in the past, offering birthday discounts or informing them of deals in the closest stores.

Cleanliness of data

But it will mean nothing if your data is incorrect and this will cause more damage than good. It is easy to mess up with the name and upset the customer or your customers may never receive your message if they have changed their address. Moreover, unfortunately, people pass away and there is nothing worse for the brand than sending communications to a person that has left the family.

At Romax we strongly recommend that you keep your data clean and entirely up-to-date.  If you are unsure of the current condition of your data, we will happily provide you with a free data audit. Please contact us by email at hello@romax.co.uk or call us on 020 8293 8550.

April 30, 2015

Enhancing Customer Data Reduces Costs, Risk and Improves ROI

Enhancing customer data reduces costs, risk and improves ROI


Basing your marketing strategy and content on data is a sure fire way to guarantee that your marketing communications resonate with your intended audience. Failure to gather data and then use this as the foundation for all subsequent marketing decisions will mean that much of your money and time risks being wasted.  Be targeted. Be relevant. Be successful.

Marketing data allows you to build a picture of the needs and circumstances of your customer base. In today’s data heavy world – over 97% of the world’s data has been created in the last two years – it is a resource that you cannot afford to neglect. Whether your company operates in a B2B or B2C marketplace, data is an incredibly powerful tool that can transform the effectiveness of your marketing communications. It is possible to interpret various pieces of information about your customers from relatively small amounts of data.

By enhancing customer data, you achieve a clearly defined picture of each customer, it allows you to build relationships with each customer based on communications that develop a customer’s trust in your brand. Direct mail campaigns, like any other marketing channel, rely heavily on high quality data to ensure a strong return on investment (ROI). As a result, it is also important for companies to maintain the quality and accuracy of their data. So, as part of offering a service delivering cost effective and appealing mail campaigns, Romax assist customers in maintaining the quality of data at their disposal.  A typical problem for companies collecting customer data is when people move house.


According to the Office of National Statistics, 4 million people move house every year! Clearly, this fact can have a huge impact on a mail-based marketing campaign. In fact, we consider that the vast majority of data is rendered useless after three years. Fortunately, Romax are able to identify and remove inaccurate data and ensure that your time, effort and budget is spent marketing to genuine prospects.

Our Customer Data Enhancement service can add further key details to your customer database. This service allows companies to identify key characteristics of a target audience; those most likely to drive customer acquisition. The Customer Data Enhancement Service leads to costs being saved, a more powerful campaign and as an added bonus – compliance with the data protection act. Various information such as an individual’s age, sex, marital status and even financial stress can be added to your existing data. See Example Report HERE


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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