The latest update confirms that door drops achieve an average response rate of 0.5% and an ROI of £2.90.
Door drop ROI grew 39% in 2024.
Door drop marketing: distributing unaddressed printed materials like leaflets, flyers, and brochures, offers businesses a tangible way to engage with potential customers, complementing digital campaigns and enhancing brand visibility. Let’s find out why:
- High Engagement Rates: According to Royal Mail, 92% of recipients read or scan door drops, and 67% are prompted to make a purchase after receiving one.
- Long-Term Impact: Door drops remain in the home for an average of 5.4 days, with 5% being shared with others, extending the campaign’s reach.
- Cost-Effectiveness: Leaflet distribution can achieve a response rate of 4.4%, significantly higher than email’s average response rate of 0.12%.
- Targeted Reach: Businesses can target specific households without using personal data, ensuring compliance with GDPR.
Consumer Perception
- Positive Reception: 93% of consumers appreciate receiving door drop product samples, vouchers and offers.
- Information Source: 51% of UK adults consider door drops a valuable source of information on local services and events.
- Brand Recall: 89% of consumers remember receiving a door drop, compared to only 35% who recall information received via email.
Best Practices for a Successful Campaign
- Clear Objective: Define the campaign’s goal, whether it’s to drive sales, promote an event or build brand awareness.
- Compelling Offer: Include a strong call to action, such as a discount code or limited-time offer, to encourage immediate response.
- Targeted Distribution: Utilize services that allow for precise targeting based on demographics and location to reach the most relevant audience.
- Quality Design: Ensure the materials are visually appealing and professionally designed to capture attention and convey the message effectively.
- Integration with Other Channels: Combine door drops with digital marketing efforts for a cohesive and multi-channel approach that reinforces the message.
Conclusion
Door drop marketing remains a powerful tool for businesses, offering high engagement rates, cost-effectiveness and the ability to reach targeted audiences without relying on personal data. When executed thoughtfully, it can significantly enhance brand visibility and drive consumer action.
If you need assistance in planning and executing a door drop campaign tailored to your business objectives we can help!
01206 322211
Sources: Royal Mail, Market Reach.
