DMA – Annual Door Drop Report

The DMA have published their annual door drop report, again in partnership with JICMAIL – if you would like to receive a copy please email us.

The report is packed with the latest performance metrics and key data surrounding the industry such as spend and volume.

Focusing just on volume, between 2017 and 2020, the industry charts an annual decrease from 5,029 million to 3,096 million.

That pattern reversed in 2021 with an increase to 3,538 million, varying very marginally in 2022 to 3,530 million.

When one considers the challenges the industry has faced over the last couple of years as the world emerged from the very dark days of Covid, such as paper availability and rocketing prices, plus industrial action by the industry’s largest service provider Royal Mail, that is some achievement.

Annually at TLC, we review these statistics in comparison to our own monitor and as we have stated in previous years, believe our statistics are probably more line with actual weekly volumes, given the impossible task the DMA faces to monitor local door drop activity through its data gathering process.

The DMA report suggests a weekly 2022 household volume of 2.42 whereas our monitor measured a volume of 3.1 items. That volume is split between local distributors with a 76.4% share of the overall market and Royal Mail door to door with the remaining 23.6%.

Momentarily fast forward to June 2023 and our monitor is currently recording an weekly volume of 3.8 items, so is the industry continuing to reclaim the share of marketing spend it enjoyed between 2017 and 2020?

The local market continues to dominate the 2023 statistic in our volumes, but longer term it will be interesting to see if Royal Mail volumes increase.

Retail remains the largest client sector and once again local businesses are currently not far behind.

But of course its not all about volume.

Promotional performance will be of far more importance for any client and the continued, increased value of JICMAIL is of immense value to clients and demonstrates the real value of the medium.

This report includes JICMAIL driven details on share of doormat, effectiveness and frequency of interaction.

As one of the original 10 companies to be awarded Platinum Partner status by JICMAIL (and one of only three door drop suppliers), TLC have substantial experience of implementing JICMAIL data within our clients’ door drop plans.

We would be delighted to help you create your next door drop plan, so once again feel free to email us and we will delighted to help.

Graham Dodd, CEO