July 1, 2020

Happy New Year?

Amongst all the mayhem, lockdown and COVID related economic uncertainties, July 2020, sees the start of the new financial year for Romax! This is cause for celebration, it may not exactly be the year-end we had envisaged – the trumpet fanfares and bunting will remain under wraps for now. Our plans as with many have been knocked back – but life is full of knock-backs and our strength is in getting up and going another round, perhaps a little older and a little wiser!

During the last 3 months, all of the Romax team have gone beyond the normal call of duty. They have completed without complaint, tasks that have helped the business to continue to operate under far from normal conditions. They have been brave and adaptable in the face of uncertainty and applied themselves in a professional and admirable manner –  as directors, Margaret and I are incredibly proud of them all.

Romax has been trading since 1997. We have just completed 23 years of data-driven marketing and communications, helping our customers to reach their clients and promote their services and products. We have been an enabler, an advisor, a preferred supplier and we have grown together with many of them. We are extremely grateful to all clients and partners for their support over the years and are excited about the next 23!

23 has special meaning for many…

Discordianism is a self-declared religion based on the premise that discord and chaos are the building blocks of life, 23 is their Holy Number and a tribute to the goddess Eris, who surveys a world of chaos. This is an apt comparison perhaps for ‘COVID world’ and although we all look forward to the past, when we can once more shake hands,  meet face to face and give our friends and family a hug, we can take a moment to thank and actually celebrate the positivity and tenacity of the human spirit.

Michael Jordan, the American basketball player, wore the number 23 throughout his career – this as a great number for him –  we should all look at the focus and commitment that he had in taking the Chicago Bulls, a mid-level team, to become winners of 6 NBA World Titles in 8 years– perhaps we can all learn from this that a clear and determined focus on what we want will help us all to recover and all come out winners in the coming months and years.

New life is created from the fusion of 2 x 23 chromosomes. The building blocks of a new beginning, a new life. At Romax we can use the combined knowledge and experience gained from the first 23 years and fuse that into a vision for the next 23. Adaptation requires a change in an ever-changing environment, positive change that keeps us fit for purpose, in Darwinian terms, adapt or die. At Romax we aim to continue our goal of being the best, to remain the business that is most fit to survive the world that we live in, and help others along that journey too.

Next year will be a rollercoaster, but let’s strap in, take the bumps, twists, turns and flips with smiles on our faces (but no screaming – it’s not allowed ) and enjoy the ride – let’s face it, when we get off and look back – we do so having conquered our fears!

Managing Director,
Robin Sumner.

December 17, 2019

Make your customers feel unique with personalised handwritten notes

Keeping customer loyalty

Handwritten marketing has been proven to be more effective than both email and traditional direct mail marketing time and time again. People want to feel connected to the companies with which they do business, and particularly those that subscribe to a membership should feel like they are getting something in return for their loyalty. So why is it that so few businesses bother to go the extra mile for their customers? Therefore, a physical, personalised handwritten letter can make a world of difference. Those who have used handwritten messages in the past have seen massive boosts in their engagement rates. Developing meaningful relationships with your clients through regular handwritten correspondence can help nurture long-term customer loyalty.

Cost-effective handwritten communication

With seamless integrations, we can fully automate the process of writing and delivering handwritten notes, making it as easy as sending an email but with all the benefits of the personal touch. Using AI technology allows us to provide you with the most cost-effective option on the market. There are plenty of handwriting styles to choose from, or if you want to make your notes extra personal, you can even have them learn your own handwriting! Imagine that: hundreds of birthday cards written by your company’s CEO, without them having to put in those valuable hours!

Give your customers a little extra

We believe your customers deserve that little something extra. Make them feel special by sending anything from heartfelt thank you letters, to personal offers showcasing your latest customer recommendation. If you want to increase your lead generation, boost customer engagement levels, or simply reward your customers for sticking by you, then try sending custom handwritten notes with us.

Our team is highly knowledgeable in data-driven customer communications. In fact, we have been building strong connections for our clients since 1997. Contact us today on hello@romax.co.uk or 020 8293 8550 to get assistance with handwritten or any other types of customer communications.

May 9, 2019

Profit from the power of handwritten notes

Personalised notes penned by robots

Although it might seem antiquated in our digital age, handwritten notes still convey esteem and promise attention in a very powerful way. This is a very important aspect if you want to make your message stand out from the crowd and grab a piece of the very limited and exclusive “attention budget” of your audience.

Handwriting your own notes is always the best option, but not everyone has the time! This is where Romax working as Pensaki’s UK partner becomes your best alternative to self-written messages that stand out amongst all that digital noise.

Handwritten notes create massive impact

Since 2014, Pensaki (Japanese for fountain pen nib), has created thousands of personal notes penned by friendly robots. Sending 500 or 50, 000 authentic looking handwritten postcards effortlessly.

Humans and machines work together in perfect harmony, with a special focus on data quality before creating and sending the handwritten messages. Customers can either select one of the standard handwriting styles or use their own personal handwriting! All messages are written with a fountain pen or ball pen based on your preference. We can extensively personalise all communications with unique messages, not just the salutation.

Meaningful personalisation can be challenging, but in the right hands can be hugely impactful. Understanding how to leverage personalised communication to create marketing pieces that forge memorable and meaningful connections between the brand and the customer is mission critical. The recipient appreciates the creativity and the time invested by the sender. For a message to be perceived as meaningful, it must convey a corresponding quality or value; and what could be possibly more valuable than a personal “handwritten” message?

Experience very high ROI

This thoughtful approach to communication delivers astonishing business results, both in the B2B lead generation or B2C customer retention context. e-Commerce companies, in particular, appreciate the importance of influencing the psychological power of handwritten messages to create an emotional connection with their customers. The business case for handwritten messages is very strong. Sending handwritten thank-you messages can even reduce return rates by 33% or help companies in the context of win-back strategies with companies achieving 9-12% win-backs.

Few areas have experienced changes as rapidly as those driven by digitalisation. A study by Adobe found that marketing has changed more in the past 2 years than in the past 50.

Recently, thought leaders in marketing have come to understand the limitations of digital marketing. They understand that a smart combination of online and offline marketing delivers substantially better business results. They are investing heavily in their omnichannel strategies to create a meaningful customer journey that provides user choice!

In the B2B lead generation context customers using penned communications achieve response rates of 10 to 40 per cent. Recipients recall personal writing months later.

For more information please contact us at hello@romax.co.uk or 020 8293 8550.

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.