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.

October 16, 2018

How to Integrate Digital with Direct Mail

It’s a fact that including Direct Mail in a marketing campaign helps to increase the overall campaign ROI. At Romax we have several great case studies where the ROI has rocketed by 350%. But the question is how a company can use direct mail to reach those figures?

Let’s Start with the Basics

Mail is hard to ignore. According to the 2018 JIC Mail Report, the average UK householder receives 1.3 addressed mail and 3 unaddressed mail items per day, compared to 281 emails per day. So, including a piece of Direct Mail in a campaign will help your brand to stand out from the crowd.

If you want to know more about how Direct Mail works, you can find useful tips in our blog posts listed below:

There are different ways to integrate Direct Mail with your digital campaign. Here is some advice on how to do it. How to tailor them to obtain a higher response and increase the ROI of the overall campaign:

Use Direct Mail as part of the Whole Campaign

You can use Direct Mail as another channel of your campaign. Or take a step further and use it as a channel that stands alone. The first option reinforces the other channels and helps the user to take an action on your website or store. The second one gives your mail an opportunity to present your brand or product/service in a way that it lasts for a while. The JIC Mail report also shows that 57% of householders open an addressed mail item and keep them for 28 days on average. So, you can create a printed communication that you know will have longevity.

For example, product catalogues help customers get to know your brand. It helps them to get a better understanding of your products and  to make an informed decision. It can be either impulsive if you have a short promo or a meditated if they want to buy out of season.

Drive your users to Digital and other channels using Direct Mail

To integrate Direct Mail into your whole campaign it’s recommended to drive recipients to your key purchasing channels to have a result. The Mail and Digital study by Royal Mail MarketReach confirms that 92% of people move to digital as a direct result of receiving direct mail. Moreover, the study shows that 43% of people download something and 54% engage in social media.

You can drive them to download your app, visit a physical store, attend a live event or visit your website/landing page. Send them a sample, a catalogue, a voucher, or whatever you consider would help you to build a new database and increase sales and brand awareness.

Tailor your Direct Mail to suit your audience

How you present your direct mail will depend on the age and living standard of your audience. There is a series of advice that you can find for every type of customer. However, if you want that target audience to respond in all your channels, you would want to tailor your campaign, both on digital and direct marketing.

Young people have a high rate of response and sharing in communication on social media, so that should be one of the focuses with direct mail. Elderly couples have more time and prefer more detailed texts with proper grammar. Adapting your communication, on length, expected response or language that suits your audience will help you to have a higher global campaign ROI.

Personalised Direct Mail

Your customer will feel that you care about them if you personalise the communication to their needs. You can tailor your message for the group that your customer belongs to. But the personalisation message will grab their attention.

If you are already promoting your campaign on the digital, you can connect more with your audience with a personalised printed communication.

Hello “First name” is a good start, but if you are working with your database, you have a huge amount of information about your clients and their behaviour. You can personalise the content, images and more.

If you want to build your database, you can use a personalised door drop with location or redirect to a specific store or landing page. It can also help you to know the impact of this channel.

Stand out from the crowd

One advantage of incorporating Direct Marketing into your global campaign is that you can use different paper and finishing process to attract a sophisticated audience. Use embossing or foiling. If you want to stand out from competitors, use a thicker stock on your next postcard (we advise to use 530 gsm compared to a standard 350 gsm). There are multiple options in Direct Marketing that you can choose to offer the best user experience for your target group.

Automate your Direct Marketing Communication

To provide the best user experience for your future or returning clients, having personalised, automated communication is crucial. At Romax we work with companies who connect digital with direct marketing to send both, personalised electronic and printed communication. Examples include: welcome packs, including membership cards, welcome letters, periodic communications, the website generated responses and call centre responses. The impact on your customer’s perception of your brand, as a result, is extremely positive. Helping to build trust and confidence for a long-term client relationship.

Romax has more than 20 years of experience in managing customer communication, managing membership, marketing, printing and communication services for organisations including Southbank CentrePlusnet and Mercedes Benz. Contact us for a bespoke Direct Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

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