Let’s talk about the positives

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LET'S TALK ABOUT THE POSITIVES

The DMA have recently released the annual Door Drop report, which whilst titled 2022, reflects the medium’s fortunes in 2021.

The historical format has been shaken up to include valuable JICMail data, which ultimately makes the report so much more valuable.

You can read the full report for yourselves here but our top 12 takeaways from the report are as follows:

  1. Spend and volume has significant increased.

Both spend (15.5%) on door drops and volume (14.3%) increased on the 2020 pandemic affected statistics.

  1. Door drops showing high rate of effectiveness

In terms of effectiveness, 4% of door drops resulted in some form of purchase related income, but once a broader range of effects are considered such as digital traffic and brand discussions, an 11% effectiveness rate is evidenced.

  1. The average household receives 2.42 items per week

The weekly household average receipt was 2.42 items, whilst JICMail data revealed a 33% increase in volumes in comparison to 2021.

  1. 5% of door drop items are being shared in the home

JICMail Q4 data showed 1.05 people in households shared door drop items, an additional 5% audience on top of campaign volumes.

  1. People are interacting with door drop items over 3 times on average

The average person interacts with a door drop items 3.1 times a month. 1 million door drops will prompt 1.05 people to interact with an item, that’s 3.3 million impacts or impressions.

  1. The age group engaging most with door drop is now under 35s

In 2018 data, the under 35 age group interacted with door drops less than the 35-55 and 55+ age groups but are now the most engaged group overall.

  1. There has been increased engagement across eight Mosaic groups

The A, B, C, D, F, H, K and N MOSAIC groups all show increased engagement with door drops.

  1. We can now identify business sectors where door drop volumes grew the most

The largest market sectors which experienced double digit growth were restaurant/takeaway and local tradesperson, whilst the smaller categories which experienced doubling of volumes were mail order/online retail, travel, letting/estate agents, and telecoms.

  1. The charity sector continues to thrive with use of door drop

The charity sector maintained the level of growth achieved in 2020 with measurable success stories.

  1. It’s becoming easier to understand the online effect of door drop

Door drops are an offline channel which have an online effect and understanding the increased purchase trend, will help improve attribution models and result in more accurate assigning of effectiveness credit and campaign budgets.

  1. The digital effects of door drop can be identified

One of the fasted growing digital effects is the channel’s ability to prompt tablet/smart phone usage.

  1. The use of QR codes continues to rise

The growth in familiarity and usage of QR codes to easily transition the consumer from print to digital.

At TLC, we believe the door drop market is larger than the report demonstrates. The DMA are unable to collect data from every door drop supplier in the UK and of course users who perhaps deliver their own material. As a result, we believe the weekly average of items delivered is just more than 4.

In recent months we have posted various blogs featuring JICMail’s published Golden Nuggets, confirming just how much consumers interact with door drop material from so many different market sectors, including some surprise sectors.

In addition, other blogs represent our view of the door drop market, as the UK’s only true source of independent and impartial door drop planning and buying services. We are also a Platinum partner of JICMail, one of only a handful of door drop suppliers in the UK to attain that status.

For any potential new or lapsed users of the medium, current, unbiased, and informed opinion should be greatly valued if you are considering testing the medium and TLC would be delighted at any opportunity of creating a test matrix for you.

That also applies to existing users, even if you are currently “happy” with your results, could they be improved by testing?

So please feel to reach out to us at any time. Email sales@letterboxconsultancy.co.uk or call 01992 637333 and let’s chat.