ROI - has it lost its I.
by Nick Pryke

Are businesses really looking for a return on investment or, in this pre-Brexit dead-zone, has it become a bit more ROCI!  A ‘return on cautious investment’ or put more accurately limiting speculation to a 'cover your bet mentality'. Well that’s hardly going to deliver results that impact the bottom line is it!

For many businesses, cautious investing is a preferred course of action. As a consequence there is an increase for simply opting for a low-risk speculation strategy. With the economic uncertainty there seems to be more hesitation through fear of the unknown results. But as many entrepreneurs will tell you it is vital to speculate and experiment to work out what works best to market your business.

To fuel business growth, acquiring customers in order to take the business to the next level is no easy task. But the truth is, what got your business to this point is unlikely to get you to the next level. Many small and medium businesses are so focused on the day to day operations that they fail to look at how they are marketing their business to drive future growth.

If you consider how one of our Clients, Octopus Energy, from a standing start in 2016 now has over 1 million customers, that’s 3% of the total UK energy market. The renewable energy supplier has achieved this by from the outset setting out to do something different. We helped them to mail out 10,000 trees! The fulfilment process also included ‘goodie boxes’, featuring flyers, posters, lesson plans, stickers and wildflower seeds, all customised depending on the type of recipient (Community or Schools). All the literature had been printed by Precision, using 100% recycled materials, in line with the company’s own environmental ethos. Even the plastic sacks – essential for retaining moisture around the tree roots – carried a sticker to encourage reuse.

It’s a proven speculation that adding direct mail to your omni-channel marketing strategy has an impact. Direct mail is increasingly becoming the go-to channel and needs to feature in any credible campaign planning, especially when there are so many postage incentives from Royal Mail and innovative discounted mail products and the insight to prove the effectiveness of mail. 

The stat’s show that it’s a proposition that’s really worth considering.

bitmap187% find messages delivered by mail as believable, compared to 48% for email.*

bitmap1Mail has a 90% customer engagement rate* and 38% bought something after receiving mail.

Sources:

*JICmail Q2 2017-Q1 2019 www.jicmail.org.uk

Nick Pryke
Nick PrykeChief Operating Officer
Nick is responsible for keeping our print and mail operation ‘squeaky green’. Ensuring that our client campaigns are delivered in full and on time every time. With a passion for sustainability he will try to recycle anything that’s not bolted down!

Get in touch with Nick:

Nick Pryke
Nick PrykeChief Operating Officer
Nick is responsible for keeping our print and mail operation ‘squeaky green’. Ensuring that our client campaigns are delivered in full and on time every time. With a passion for sustainability he will try to recycle anything that’s not bolted down!

Get in touch with Nick:

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