Creative Effectiveness in Door Drops: November 2025

Written by Neal Dodd, Managing Director at The Letterbox Consultancy, member of the Door Drop Hub of the Print Council.

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We often discuss leaflets that stand out on the doormat and how achieving this can be related to the format, creative, copy, timing, and delivery method.

This leaflet from Domino’s is interesting because it bucks the historical trend for larger leaflets that we have seen from them, down to an A6, single-sheet leaflet.

There could be different reasons for this, and arguably, spontaneously distributing a format that differs from the standard A5 used by many brands can achieve some standout itself. The leaflet may be a more tactical piece and not have an objective to stay in the home, and it may have been designed as part of an integrated campaign.

The most common reason I see for reduced size in door drop leaflets is to save on print costs, and it’s not uncommon for brands to run with fewer pages and change the format of a leaflet/magazine to bring the costs of the channel down.

The great thing about door drop is that when making changes like this, the effects of that change can be easily tested and measured.

With granular targeting at postcode sector level, alongside control cells, brands can monitor the sales uplift of different leaflet formats and observe any noticeable trends – testing a second and third time to prove their hypothesis.

Depending on the scale of the drop, it might also be interesting to review metrics such as how long the leaflets have stayed in the home, using JICMAIL’s discovery tool, when compared with larger menu-type leaflets.

Aside from the variance in format, the leaflet is visually appealing and fits with the previous Domino’s branding that we have seen before.

The leaflet doesn’t feature a discount or coupon as such, but it promotes offers on both sides – straightforward and easy to understand, with an added benefit of a donation to the stated charity when a particular combo is ordered.

Interestingly, there’s no mention of where to purchase, either in physical stores or online.

This is another option that reduces print and fulfilment costs, which may be a factor, but it could also be a decision based on how well-known the brand is and that they don’t see a drop off in sales uplift when the leaflet features no localisation… again, something that can be easily tested.

The JICMAIL system indicates that Domino’s is a significant user of the door drop channel, and it’ll be interesting to observe the leaflet formats they run with over the coming year.

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If you're interested in joining the DMA Print Council, you can find out more information and apply to join here.

Take a look at other Creative Effectiveness in Door Drops articles here and check out this year's Door Drop report here.

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