Door Drops
Door drops are a versatile and cost-effective way to reach existing or potential customers. They’re a popular part of the marketing mix for businesses of sizes, and are effective for both local and large-scale campaigns
What is door drop marketing?
Door drops are a type of mail marketing. Leaflets, flyers and brochures can all be sent to homes as part of a door drop campaign to grow brand awareness or attract new customers.
Door drop targeting lets you focus on the right audience by considering factors like location, demographics, and distance. The aim is to make sure your message reaches the right people.
If you're looking for more targeted, addressed types of mail marketing, take a look at direct mail and partially addressed mail.
What are the benefits of door drop campaigns?
There are many benefits to adding door drop marketing to your marketing mix.
Cost-effective and great value for money
When it comes to value for money, door drops deliver. For just £500, you can target around 7,000 homes—reaching over 71,000 homes for £5,000. Plus, door drops are often shared, meaning your message gets seen by even more people at no extra cost.
Precision targeting for maximum impact
Whether you want to focus on a specific neighborhood or a wider region, geotargeting allows you to hit the right people, every time. This means you’re not just reaching more people, you’re reaching the right people, which makes your campaign even more cost-effective.
65% of door drops are looked at by recipients as soon as they land on the mat. 75% are engaged with in total. It’s a popular format among high mobile users and fans of digital brands like Netflix and Instagram, who engage with door drops around 3 times on average.
High engagement and measurable results
In a world of digital clutter, physical mail breaks through the noise. 65% of door drops are opened right away, and 75% are engaged with. Plus, 10% of recipients take action—whether it’s making a purchase, signing up, or learning more. The results speak for themselves: more people engaging with your brand means more opportunities for conversions. Campaign-centric data from the JICMAIL Response Rate Tracker reveals that door drops across all sectors achieve an average response rate of 0.6%* (2024 DMA Door Drop Report)
Target new customers without the need for personal data
Unlike forms of direct marketing, there is no need for personal data when outreaching a door drop campaign, making them GDPR-friendly They don’t require personal information, but with advanced targeting options, you can still make sure your message reaches the right audience. Whether it’s targeting by age, location, or other demographics.
Ideal for testing and optimising ROI
One of the best things about door drops? They’re ideal for testing different creatives, offers, and audience segments. You can run small-scale campaigns or A/B tests to see what works best, ensuring you’re getting the most out of every pound spent. Fine-tuning your approach means better targeting, higher engagement, and ultimately, improved return on investment (ROI).
Seamless integration with other channels
Want to make an even bigger impact? Combine door drops with your other marketing channels—like TV, OOH (Out of Home), or digital ads. This integrated approach amplifies your results, whether it’s driving more sales, gaining more customers, or increasing brand awareness.
How can door drops help you achieve your marketing goals?
Door drop marketing is a versatile channel, in the sense it can be used by businesses of all sizes and industries. It can also be sent to audiences of different sizes and scales to achieve various marketing objectives, like boosting customer acquisition, brand awareness and result in sales.
Attract new customers
Door drops create a direct, personal connection with your audience, helping you reach the right people at the right time. By targeting the most relevant areas, you can scale customer acquisition with precision and at a lower cost.
Supercharge sales
Looking to spark action? Door drops are a powerful way to get recipients to visit your store, shop online, or reach out directly. Campaign data from the JICMAIL Response Rate Tracker reveals that door drops across all sectors achieve an average response rate of 0.6% and an impressive ROI of £2.60 for every £1 spent. (DMA Door Drop Report 2024).
Grow your brand awareness
Door drops don’t just drive immediate sales—they also boost long-term brand recognition. Mail is 35% more memorable than social media and 49% more memorable than email. Plus, it’s often revisited nearly 3 times! Even if recipients don’t act right away, door drops stay in homes for an average of 5.4 days, keeping your brand top of mind. The number of people talking about door drops with friends and family also increased from 7.9% to 8.9% in 2023 (DMA Door Drop Report 2024).
How to create an effective door drop campaign
When creating a door drop campaign, there are a few key elements brands must consider to increase the chances of the campaign being a success. Some of these include:
- Agree the objectives of the campaign.
- Target the right audience.
- Nail the creative and print.
- Consider how tto improve your customer experience by integrating with digital like QR codes
- Measuring effectiveness.
- Clear call-to-actions.
You can find out more about how to create an effective door drop campaign.
Examples of door drop campaigns
You can learn about some of our successful door drop campaigns.
Princess Cruises makes a splash with door drops
Princess Cruises used door drop advertising to make a splash in the competitive cruise industry. By sending beautifully designed catalogues to high-potential households, they showcased their exceptional onboard experiences and unique destinations. These catalogues, with compelling visuals and QR codes, captured attention and drove readers online to explore more.
Their strategy included limited-time offers and helpful information about cruising and destinations, ensuring potential customers were inspired and informed. The January launch was perfectly timed for peak booking season. The results? A whopping £1.5 million in sales and an ROI of £20.10 for every £1 spent. Learn more.
