Campaign effectiveness – door drops

Door drops have always played a key part in the marketing mix but the way in which the medium is used – and how firms use it – is changing. By analysing data from the Direct Marketing Association (DMA), Quadrangle and Royal Mail, this report pinpoints the type of businesses that use door drops to target B2C and B2B customers.

It reveals the effectiveness of door drops compared with other media such as online, press and TV, and explores the techniques used by firms to improve the impact of their messaging and boost ROI on their campaign. This includes improved use of client data and targeting techniques. 

And with sustainability high on the agenda, it also explains how to reduce your company's carbon footprint and still deliver a successful campaign.

Key findings include:

• 34% of business respondents rate unaddressed door drops as very effective with the medium scoring higher for ROI than online, press, TV and radio.

• 42% of campaign effectiveness respondents say door drops are a very important part of their company’s overall media mix.

• Creative and engaging campaigns boost response rates and make people 22% more likely to respond to marketing communications.

• 30% of respondents say the average response rate to door drop campaigns has increased over the past 12 months.

• Going carbon neutral could boost your business - 57% of consumers recommend a company on the basis of its green reputation.