Just how popular are door drops?

by Graham Dodd on 04/10/2016

In the last month or so, there have been multiple postings on LinkedIn about Royal Mail’s “Fresh Thinking on Door Drops” booklet.

Whether the contents necessarily reflected the thoughts of “the best minds in the (door drop) business” is debatable, but the content was generally good and thought provoking.

Surprised that these best minds promoted targeting to a degree that is not widely available in the door drop industry, particularly through Royal Mail door to door, but I wholeheartedly agree that such targeting is the future; though our clients have been enjoying the fruits of “the future” for the last 6 years!

What did shock me was the level of bile directed at the postings.

Some people claim to dispose of “unsolicited” leaflets without even looking at them – really?

I honestly don’t believe claims like that – how do you know they are unaddressed if you don’t look at them?

I responded to one of the trails, obviously supporting the medium and making the point that it must work for the thousands of companies, large and small, for whom door drops are an integral part of their annual marketing spend.

That inevitably drew some cynical responses.

But when you research the cynics’ backgrounds, surprise, surprise, they are commonly drawn from the worlds of email, digital, experiential, direct mail, anything to which door drops might possibly compete for spend!

But what fascinated me most, is why all these people working in the world of marketing, in an era when suppression is such a hot topic, have not opted out of receiving door drops?

Its not difficult.

Which makes me further doubt their apparent hatred of the medium.

Has nobody in their households ever taken advantage of coupons, free samples, sales leaflets from retailers, acted on news updates from their local council, or, used a takeaway leaflet?

Like any other medium, door drops will have its lovers and haters and if you are the latter, get over it and opt out!

Unless of course you are the guy who does not want to halt the flow of charity clothes bags, as they save him having to buy bin liners!

But, on a more serious note, I’d like to canvass opinion particularly (but not exclusively) from users of door drop as a communications medium.

I’m advocating people opt out of receiving door drops if their claim not to use them is valid (assuming they have the right to omit the household they live in), thus reducing distribution volume for clients.

My theory is these people who claim to recycle leaflets as soon as they arrive (in any number of imaginative ways!), won’t be missed by clients and if existing response/redemption rates hold firm because of the people who do use them, ROI must ultimately improve?

A client is distributing fewer leaflets, reducing spend, but maintaining response levels?

Sounds like a good deal to me?

It may be that many people are actually saying they only wish to receive certain types of leaflet of course (which opting out does not allow), but, what do you think?

This article was written by...

– who has written 77 posts on Letterbox Consultancy for Door Drop Marketing.

Graham Dodd is the founder of The Letterbox Consultancy - he has over 40 years of experience in the door drop industry and remains at the forefront of innovation in the business.

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