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Challenging pre-conceptions about door drops

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.

Hear more from the DMA

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