The humble door drop was once regarded as a somewhat blunt tool, but more sophisticated audience targeting in terms of postcode mapping and demographics have helped to improve the impact of door drop campaigns and in our ever-more digital world, their tangible nature increasingly stands out.

Consequently, door drops are still the stalwart of many brand’s marketing activity, with some 80% of the UK’s top advertisers using them to drive engagement with a wide audience.

When well executed, the door drop is actually a very powerful piece of advertising. Unlike many other mediums, you have plenty of space to outline your service or offer, (the classic example being a whole takeaway menu for you to pore over) and you can include samples, prize draws or questionnaires in a highly cost-effective way. According to JICMAIL data, 73% of door drop items are opened, read, filed or set aside for later and a single door drop is interacted with up to 3 times on average.

Classically, door drops are often utilised with other marketing activity to help convert awareness into action as part of an integrated campaign. Printed communications are shown to be highly effective at driving digital behaviour, so consider how your door drop can be used to boost other marketing channels, or be coordinated with other promotional activity to create a rewarding customer journey.

For example, as a direct result of receiving mail, the Royal Mail published the following statistics on consumer behaviour*:

• 92% had gone to online or digital activity

 • 87% had been persuaded to make online purchases

• 86% had communicated with a business online

• 54% had taken to social media

• 43% had downloaded something

With Christmas around the corner, door drop marketing is a great way of showcasing festive products and offers, as demonstrated by all the major supermarket chains. Royal Mail also currently has a leaflet distribution offer, where you can buy one campaign and get 50% off your second one within three months.

For more information on how to get the best out of a door drop campaign, give us a call on 07305 975327 or complete our contact form below and we’ll be in touch.

* Source: Royal Mail Market Reach, The Private Life of Mail, 2015