Challenging pre-conceptions about door drops
20 Sep 2011
A recent Royal Mail and FreshMinds study reveals that 89% of consumers remember receiving a door drop mailing - more than any other marketing channel. And it has a powerful place in people's lives, with 45% keeping leaflets on a pinboard or in the kitchen drawer.
These are just two of many key findings in the survey, all of which prove that door drops are relevant, well received and a powerful channel in today's multichannel landscape.
Other key findings of the study include:
Retail leads other sectors on consumer demand for door drops
Nine in ten people are happy to regularly receive unaddressed mail from retailers
81% said their preferred frequency was up to twice a month. One quarter said they are happy to receive unaddressed mailings a few times a week or more from retailers
Door drops from FMCG brands are the next most popular with consumers. Nearly three quarters (74%) are happy to receive mailings up to twice a month
This was followed by restaurants where the score was 50% and local services on 46%
Philip Ricketts, Royal Mail’s head of strategy, marketing and sales for Door to Door, said: “This research demonstrates the numerous strengths of door drops. Key is the fact it is a physical and tactile media, making it highly memorable.
“Unaddressed communication is also proving to be a particularly important method of delivering information that is locally relevant. It is a form of advertising that is set to play an increasingly important role in local communications with the footprint of local newspapers in decline.”
Read the full report.