Posted on 6th February 2020
by Jacqui Vear
We have access to so many websites, apps, TV channels, radio stations and magazines, yet we only have one letterbox! Whether your business works with businesses or consumers and you want to increase your reach and impact, you need to understand door drop marketing. It’s a tactic that’s used by many top advertisers.
Put simply, door drops are unaddressed marketing mail that’s sent to selected households or geographical areas. Postcodes can be as focused as a single street and are selected based on the profile of your target audience. You might consider the distance of the recipient from your business. Choose locations where you know your ideal customers are based. Also check if you’re targeting consumers rather than businesses, their demographics, e.g. their age, affluence, household composition (singles, couples, families) and type of property. Armed with these insights, your door drop marketing campaign can be built around your budget.
According to a MarketReach Report, 98% of households receive door drops, 92% of recipients read them and 67% of people have been prompted to buy after receiving one.
Businesses use the impact of door drop marketing for a range of reasons; highlighting seasonal sales and promotions, generating website hits, growing their database and generally building brand awareness. They are particularly effective when running alongside complementary advertising campaigns, online or offline!
The Data and Marketing Association (DMA) summarise the key factors in successful door drops;
1. Customer targeting – knowing who your best customers are, where they live, what their profile is and what their marketing preferences are.
2. Offer – having a compelling message by answering the immediate question in your recipient’s head, “what’s in it for me?”
3. Timing – getting the right offer, to the right person, at the right time! Certain points in the week, month or year may be best suited to your message.
4. Creative – making your offer stand out, through the design, format and content of your communication. Eye-catching is the name of the game, use the aesthetic, tactile and durable qualities of print to the max!
5. Response – Ensuring that your call to action is aligned to your goals.
Door drops are highly flexible; test different approaches before launching into your full campaign, phase the issue of your campaign to help you manage enquiry volumes and tailor your message for different areas. There’s more good news, in a GDPR world, door drops are a great way to acquire customers; as mail in unaddressed no personal data is involved. You need to be aware that people can ‘opt out’ of receiving unaddressed mail items, a preference that we can easily account for whilst managing your projects.
If you’d like some door drop marketing ideas let us know, every proposal we develop is bespoke. Have a look at this case study to see how a door drop campaign worked for one of our clients, Hopkins Solicitors.
