October 23, 2017

5 ways to save money in your direct marketing communication

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

It’s a fact that printed communication is back and it’s necessary for every marketing strategy. However, most of the digital marketers are worried about the price of printing and postage and how to measure direct mail campaign success.

At Romax we have talked a lot about the impact that printed communication has on brand recognition, sales, and campaign ROI both, individually and as part of the overall campaign. We haven’t mentioned how to reduce the cost of direct mail whilst retaining the quality of the product and service.

Different strategies help you to save money in your direct marketing, and most of them aren’t related to the quality of the material or printing process. Here you have 5 ways to save money in your direct marketing communication:

1. Less is more

There are lots of direct mail options such as letters, postcards, catalogues, leaflets, magazines and personalised one-piece mailer formats. You can save money just by switching your actual direct mail format for an option that reduces the size, weight or any other component.

For instance, you can reduce the size of your communication to fit in a letter category instead of a large letter; this will save you a lot of money without changing any message in your mail piece. Check out the Sadler’s Wells case study with £7,500 saved in postage from one season campaign – £30K annually. Furthermore, if you reduce the length of your communication, and send a roll-fold A4 instead of a twenty-page catalogue or magazine, you’ll save both printing and postage.

2. Booking in advance

Booking your direct mail job with a direct marketing supplier in advance also gives you a pool of benefits, not just related to saving money. You can secure your print production and delivery which will bring you peace of mind, you’ll have enough time for design and text amends and copy proof, and of course, you’ll avoid extra charges relate to increases in the price of paper, postage and other components which are the variable component of the direct mail equation.

Did I mention that some companies charge for the last-minute booking or for moving your job along the schedule? That’s the same as being charged all your money for buying the last can of coke in the desert!

3. Cleaning data

Did you know that 1.2 million people move house each year and national change of address file contains 24 million records? Moreover, the estimates suggest that 170,000 mailings are sent every day to the deceased.

You can avoid the cost of printing, postage and response management of those records who have passed away or have changed their address, by cleaning your database. Furthermore, you can also avoid a customer lost through annoyance if you keep their records accurate. Direct Marketing suppliers, such as Romax, offer you data management and response services, to reduce this waste of money.

4. Targeting your campaign – profiling

Should you send the same piece of direct mail to all your clients or prospects, or only who is more likely to buy? Within your data, you should have your client profiles, which may include gender, age, marital status, family lifestyle, personal income model, etc. This can help you to create a targeted direct marketing communication, for example, you can send a brochure to your customer who has a high-value history, and the rest send them an informative letter or postcard.

5. Save postage costs with a Direct Marketing company – £13,000 annually

It’s not the same postage cost when sending twenty welcome packs a day, compared with a mailing house who send out thousands of welcome packs per day. Volume is something that always reduces the price of your postage and delivery. You can benefit with your shared access to high volume mail, or any other communication. Thanks to a global direct marketing supplier, you will achieve a discount also. The amount of saving is variable depending on the volume, size of the letter or parcel, destination, etc.

At Romax we work with all sizes of organisations to help them save money on postage when you print with us and use our mailing house services. For instance, we work with one of the largest museums in London, who saved more than £13,000 annually in postage just from their printed membership communications.

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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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 vouchercodes.co.uk.

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

black-friday-romax

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”

postcard_black_friday_romax
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: hello@romax.co.uk +44 (0) 20 8293 8550

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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.

untitled-design-6

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

February 25, 2016

Data Can Make or Break Your Marketing Campaign

Your marketing data is constantly evolving and changing.

Without an in-depth overview of how clean and accurate your lists are. The socio-geographic make up. The individual’s Spending Power. Their Status along with other Big Data insights, you simply cannot make a genuinely strategic marketing decision.

Data Cleansing

According to Office of National Statistics (ONS) Over 500,000 people pass-away every year. 4 million people move house. Customer data deteriorates rapidly. In fact, if you fail to maintain it, you will find that much of it is useless within three years.

Data should be the starting block for all marketing campaigns

So to assist you in planning your marketing message, targeting the correct individuals with the correct offer, and most importantly knowing just how clean your main income generating resource actually is. You should check and analyse your databases thoroughly before you even start the design process.

Data Cleansing for Business

Stretch your budget further! Only mail to those who will respond, use these savings from a reduction in mailing volume to increase the impact of your mailing pack. The last thing you want is bags of returned mail that need both managing and have cost you money to produce!

Have your data analysed by a reputable company that is ISO 27001 Data Management and Security accredited. A FREE Data Audit* will assist you in planning your marketing message, targeting the correct individuals with the correct offer, and most importantly knowing just how clean your database actually is!

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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August 10, 2015

7 Reasons Not To Update Your Marketing Data

OK – we had you going there for a minute. Of course we don’t agree with the title of this blog, but here are 7 tongue-in-cheek reasons why some poor fool might choose not to keep their database as the source of their business profit and growth strategy.

 

1. You have way too many customers already

Too many customers? We should all be so lucky! Unless you’re operating in a very niche market, this is not something you’re likely to hear from many Marketing Managers or Managing Directors.

Even when things are going well, all businesses should be looking to find new customers, generate more sales, increase ROI, boost response rates and improve brand visibility in their sectors. Clean, fresh and targeted data is the key.

2. Business Growth is Boring – You like to keep things small

Your database might contain 1,000 existing customers and highly-targeted prospects. And you’re getting some great results out of it.

That’s great! But imagine the results you could get if you analysed the common traits of these customers, and added brand new prospects which match the same criteria…

A good data specialist can analyse your database and supply new sales leads with profiles similar to those of your best customers. There are undoubtedly a lot of untapped markets you’re currently missing.

3. A leaky bucket is part of business – Right?

If you’re not actively seeking new customers, you’re actually moving backwards. Retaining existing customers is a huge part of your business, but you can’t grow without new ones. You cannot stop some attrition, but you can put the brakes on it and extend the client lifecyle through great engaging marketing.

And that means seeking ways to improve your operations, from cleaning and extending your CRM database to improving sales techniques.

 

4. You think ignorance is bliss

You may know your database is in great shape. Alternatively you may accept that it’s a little unhealthy. But in most cases, the true quality of your existing database is often unknown.

Many clients are shocked when we show them what’s right under their noses. You can reveal the untapped potential within your own database and perform procedures that can increase return on investment; you might just need a little help.

5. You’re happy marketing to every man and his dog

“Get a list of 5,000,000 B2B email addresses for £50!” Not only will this risk your business authenticity and brand, but it will also most likely come from at best a dubious source. Data protection is a paramount concern in the direct marketing industry – risk of data loss or use of unauthorised data is simply not an option

6. You think data management and update costs are too high.

All to often the management and control of databases falls to the intern or marketing officer in your organisation. inexperience in data management will not only lead to error but will not allow for correct analysis. The true cost of NOT keeping on top of your database is the loss of business, attrition of clients and increased spend on recruiting new clients.

 7. You like spending lots of your marketing budget on unqualified leads or lapsed clients

Not having a true handle on your data and the message to send to each segment of data means that you are printing, emailing, contacting and posting to clients that are either not there, or have moved on. Gone-Aways, Movers, Deceased, non recent spenders. If you don’t update your data, then you are communicating in absentia. What a waste!

If you do want to review your data strategy and update your marketing data, please get in touch. romax.co.uk

 

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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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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