October 7, 2015

Retail Marketing and Ad Mail together in Perfect Harmony

Retail Marketing and Ad Mail together in Perfect Harmony


After a long period of consultation Royal Mail and Royal Mail Wholesale have responded to the predominantly retail catalogue industry and are introducing a trial for Tiered Weight Ad Mail for Retail Catalogue Producers.

What does this mean?


Prior to this trial, because of weight restrictions in postal bands, retail and catalogue producing marketing departments would struggle to ‘fit’ all of their products into a catalogue often having to omit or ‘choose’ between one product and another to be promoted in the catalogue. This or they would have to compromise on the quality of the print reducing the paper stock weight (and therefore damaging the brand in terms of quality perception) as a result of the postal weight brackets set out by Royal Mail.

What are the new criteria?


As in all things there are criteria for this, the job must be sent via Ad Mail, it must be a catalogue or brochure advertising a range of products or criteria and not have editorial content. Previously a letter format for catalogues ‘topped out’ at 100g, and the next weight band ran from 101 to 250g, at a large price incremental. The new service being trialled will have incremental weight bands of 10g between 101 and 150g, so a catalogue can now be extended without having to pay the large postal differential, instead paying a small incremental postal amount for the reduced tier.

Trial Period

trial period

The trial period for this runs from January 2016 to March 2017. Pricing is yet to be fully finalised but it will be a much more cost effective way of increasing your impact without having to pay massive additional print or postage costs. It is refreshing that Royal Mail have listened to the industry and produced a client focussed product that will in our opinion benefit many clients.

If you want a broader understanding, please read the attached or contact Romax to see how we can assist you in accessing this trial.

Romax  email: hello@romax.co.uk     Call +44 (0) 20 8293 8550



September 4, 2015

Let’s get naked! A naked mailer that is

Cost saving versus Return on Investment (ROI)

Naked mailers reduce cost on the fulfilment by removing outer packaging, or the need for any other form of the internal carrier sheet, letter or similar, as the address is printed (using inkjet technology) directly to the outer cover of the catalogue.

Cold data potential clients are ideal recipients for naked mailers

As an entry-level introduction to potential clients receiving your offer for the first time, a naked mailer ticks plenty of boxes. Inevitably the data you obtain will be of a certain profile with a likelihood of those recipients purchasing your product. As a percentage, however, the overall ‘new client spend’ from this cold list is likely to be lower on an average cost per order basis, than an established client; the percentage of orders received for new data will also be in the low percentages. Therefore you need to ensure that your investment per new client is affordable. Often a ‘slimed down’ version of a larger catalogue is a good approach for acquisition data as this showcases your brand and scope of offering, whilst reducing your print costs.

All wrapped up for Christmas

If you have extra messages that you want to get across or loose inserts that need to be included, then sealing them in alongside a marketing message is the best way to do it. A warmer more inviting way to seal the relationship with the recipient. There are also higher postage savings to be made (if using envelopes not polywrap) so bear this in mind as well, See Mailmark Link

Getting personal

If you’re going to bare it all with a naked mailer, then getting personal is very difficult to actually achieve. Although this is one of the cheapest ways of fulfilling a catalogue, it actually reduces the opportunity to open up a conversation or communicate offers pertinent to the recipient. You can vary the offer to a group of recipients by changing the cover of a brochure but this, although providing some targeting is still a generic approach and not using either your client’s data, spending patterns and preferences, or indeed making use of the data-driven print technology that provides marketing professionals genuine opportunity for 1-2-1 marketing.

High-End clients ‘deserve’ or even warrant a little more attention to detail. Business to Consumer Marketing (B2C) is the perfect area for this highly targeted approach to client communication. Business to Business (B2B) Marketing, generally does not allow for this as client numbers are small enough to receive account manager attention or fit within certain sectors that can receive a communication such as this that is relevant only to the Retail Marketing Sector.

Very High-End retailers producing a catalogue or more appropriately termed ‘Mag-alogue’ – an Information newsletter with retail ‘catalogue content ’ or brochure that are a ‘coffee table’ item, would not benefit from a naked mailer as this would ‘cheapen’ the look and brand for the recipient.

In summary

One thing that is clear, is that there is no simple equation to solve your marketing conundrum. You do need to know your audience, understand your data first, then engage with your marketing communications suppliers, to discuss options on print variations, compared with fulfilment costs, understand the implications of postage costs for each approach and the likely returns you will receive. Testing is key before investing large amounts of your marketing budget into a ‘great idea’ it is vital to invest some of it into testing the idea first!

 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.

August 18, 2015

How to Increase Retail Sales

How to Increase Retail Sales – On and Off Line.

Whether it’s due to forces beyond our control, seasonal sales or a decline in foot traffic, many retailers will experience a slump in sales at some point. The following are a few simple ways you and your staff can improve your retail sales. Here are a few tips to help:

Advertise More – Just when you may think it’s time to cut back the marketing budget, you should probably be advertising more. It is wise to increase marketing efforts during slower sales periods because there is more competition and fewer consumer pounds.

Generate a Buzz – Whenever anything noteworthy happens within your business, send a press release to the media. The idea is to grab any free coverage possible. Get involved with community events. Consider hosting classes, meetings or other networking events in your retail store. Use a unique promotional event to generate a buzz about your business.

Examine Your Pricing Strategy – When purchasing and pricing products, be sure you’ve considered the cost of goods and that your retail shop is able to make a profit at that price point. Your product price should be competitive, but still profitable. Ultimately, the right price is the price the customer is willing to pay for the product.

Design Store for Sales – Take advantage of cross-merchandising strategies and impulse sale opportunities. Use lighting techniques and creative displays to attract customers. Play videos for product education, customer entertainment and any other upsell or promotional tie-in.

Connect With the Customer – Excellent customer service is the key to increasing sales. Listen to your customer to understand their needs and wants. Then educate him/her about the products. Finally, let the customer know you appreciate their business. Offer value-added services and products. Create a mailing list by asking for contact information from each customer and capture this on software that allows for true ‘two-way and relevant marketing communication pertinent to the individual needs of the customer rather than a broad-based and narrowly targeted marketing approach. Access to accurate and relevant data allows for better decision-making and improved response from clients.

Source:  About Money

For retailers that that are not manufacturing their own product, but are resellers, the fact that advertisers are leaving $14 billion in ‘free advertising’ on the table should be taken very seriously. Co-Op advertising  (Advertisements by retailers that include the specific mention of manufacturers, who—in turn—repay the retailers for all or part of the cost of the advertisement) has seen a downturn in recent years – worryingly as budgets have been reduced and alternative funds for advertising spend are not easy to come by.

New research from Netsertive and Borrell Associates shows that brands are missing out on billions in annual revenue due to inefficient and outdated co-op marketing programs. In fact, up to 40% of co-op marketing funds earmarked by brand managers for local advertising remain unused each year.

We all know that a good strategy around customer communication is vital to understand the spending cycle as well as market to the consumer using the appropriate message and the appropriate channel. What will your next step be?

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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