Door drop performs well in difficult times

by Graham Dodd on 03/04/2019

You may recall that our volume summary for last year revealed a fall from an average of 6.3 items per week in 2017 to 5.5 items in 2018.

All market sector volumes were down.

On the surface, a slightly depressing analysis, perhaps fuelled by Brexit worries and concerns.

What would 2019 bring?

Well Brexit worries and concerns are still with us and arguably have increased, with still no sign of a resolution.

But the good news is that door drop has bounced back in the first three months of 2019.

The average weekly receipt for January – March, matched the 2017 level of 6.3 items per week.

Royal Mail Door to Door output increased slightly to exactly 2 items per week, higher than 2017 and 2018, whilst solus and shared at 4.3 per week is an additional item per week extra than 2018 and back up to the level of 2017.

From a market sector share perspective, retail still leads the way with 42%, with direct response and local business both contributing just over 22% each and charity items at nearly 12%.

To experienced practitioners like ourselves, the resurgence is no real surprise.

Historically the medium has always performed well in difficult times and that’s currently proving to be the case again, but the next three months will be interesting.

Despite the reality that industry volumes were down in 2018, here at The Letterbox Consultancy we continued to thrive and we saw many clients increasing their door drop spend.

Was that the result of improved, intelligence led planning, driven by a comprehensive analysis of existing customer data?

Old and new clients who involved us early in their planning cycles, saw improved results from their door drop activity.

For many, that has resulted in plans to increase volume in 2019.

Already this year, we have won new business for the coming months from two major client names, one totally new to door drop.

And the coupon campaign completed on behalf of Cushelle last year, was judged Best in the Door Drop category at last December’s DMA Awards.

So as an existing door drop user, if you would welcome a health check on how your activity is implemented by your current suppliers, feel free to contact us at any time.

If your door drop activity is placed by a third party, given their details, we would be happy to approach them with your approval, or alternatively just liaise with you direct.

If you are new to door drop and you would welcome a comprehensive introduction of how the medium could work for you, give us a call.

Look forward to hearing from you.

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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