TLC’s door drop volume monitor published in January 2020 declared a weekly average for 2019 of virtually 5 items per week.
Headline statistics showed Royal Mail D2D with 28% market share, with the remaining 72% a combination of solus and shared drops throughs teams or walkers.
Retail led the way from a business sector perspective with 42% of all items, followed by local businesses 19%, direct response 18% and charities (mainly clothes bags) 15%, with the balance split between political leaflets and the public sector.
When the DMA published their 2019 statistics (which are limited to market size by comparison), their average was only 3.3.
At the time, we commented that figure was probably an accurate reflection of the national marketplace but under estimated the extent of the local marketplace.
Nobody of course would have ever predicted 2020 to be the year it turned into, but with the DMA reports over recent years showing a constant decline in volumes, perhaps in a “normal” year the DMA statistics would reveal c. 3 items per week? Our prediction may be that the Covid effect takes the average to less than 3?
Our monitor has continued throughout the year, but our average weekly receipt has fallen from 5 to 4.
A detailed look at statistics shows Royal Mail’s market share has fallen to 19%, with teams and walkers increasing to 81%.
The business sector breakdown still shows retail top of the tree with a reduced 34%, local businesses still in second place but with 27% share, charities also increasing to 24% (again mainly clothes bags), but direct response (a huge market sector for Royal Mail in 2019) falling to 18%, with the balance an increase for the public sector through Covid related items.
Despite our belief overall volumes will have fallen, Jicmail’s quarterly updates show beyond any doubt, that the retention and engagement with door drop items increased significantly in 2020. A stay at home audience interacted frequently with all manner of door drops, with Boris’s Spring letter topping the pops with unprecedented scores.
And throughout the new lockdown, that stay at home audience will remain in situ until mid-February at least, quite possibly even into early March. But beyond that, many commentators suggest that working from home may become the norm for some and for other large swathes of the population, an option for at least part of the working week.
So despite the possible fall in overall volumes, the success door drop achieved for many advertisers in 2020 is again up for grabs in 2021. Whether that be as standalone activity, combined with broadcast media, digital or other print channels, the medium exited a troublesome 2020 with its head held high in performance terms.
As ever, alongside the winners in adversity there are losers.
If your door drops in 2020 generated disappointing results, before you close the door on the medium in 2021, allow TLC to complete a FREE health check on your door drop plan.
Did you choose the wrong final mile solution, how accurate was your targeting profile (or profiles?), was the activity timing right, how did you measure success?
Our independence and impartiality in a marketplace dominated by media owners, will guarantee you an honest appraisal of your door drop plan.
So please feel free to email email@example.com at any time and we guarantee you a reply within 24 hours for an initial chat and let’s take it from there.