Targeted, Tangible, Thriving: What the Data Says About Door Drops

Contributors: Phoebe Cooper, RSPCA; Mark Davies, Whistl; Simon Hartlett, Go Inspire; Chris Molloy, Precision Proco; Phil Newton, PSE; Daniel Dunn, Paperplanes; Tara Pickles, JICMail; Jayne Raynsford, Whistl; Grant Shaw, People's Postcode Lottery; Lisa Wildish, The Specialist Works; members of the Print Council.

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The New Age of Door Drops: Why This Tactile Channel Is Thriving

In a time when digital channels often dominate marketing plans, it may come as a surprise that door drops, those printed messages that arrive unaddressed through your letterbox, are seeing a powerful resurgence. The latest DMA Door Drop Report offers compelling evidence that this long-standing medium is not only alive and well but also innovating, growing and reaching audiences in new and exciting ways.

As discussed by the Print Council, this year’s findings present an urgent case for marketers: door drops deserve a fresh look, and those already using them are seeing impressive results.

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6 Key Takeaways from the Print Council

1. Door Drops Deliver Measurable Results

The standout statistic: average response rates have grown to 0.5 per cent, a benchmark many digital channels struggle to match. This consistent performance makes door drops the “bedrock of our print acquisition.” Brands using them regularly are seeing reliable results, especially when combined with other marketing efforts.

2. Effective as Part of Integrated Campaigns

Door drops are particularly effective when paired with high-weight TV, radio, or social campaigns. This complementary effect helps extend storytelling and drive deeper engagement. The use of QR codes further enhances this impact, enabling a seamless connection between print and digital experiences and making it easier than ever to build online-to-offline journeys.

3. Reaching Younger, Affluent Audiences

One of the biggest myths about door drops is that they only work with older or less affluent audiences. The latest data shows increasing interaction among younger, more affluent demographics, particularly ABC1 groups. This shift opens up new opportunities for targeting and brand engagement.

4. Creative Freedom and Flexibility

Door drops offer marketers significant freedom in format and design, without being restricted by Mailmark requirements. Whether through die-cuts, standout visuals or regional customisation, marketers can create eye-catching formats that grab attention. This is particularly appealing to younger creatives, who are often excited by the medium’s potential once they understand it.

5. A Channel for All Sectors

The report highlights growth across multiple industries, including charity, retail, finance and political communications. This proves that door drops are adaptable, versatile and capable of delivering results across verticals.

6. It’s About Value, Not Just Cost

Concerns about the cost of more creative formats are often misplaced. While the print cost may rise slightly, the overall spend often changes very little, since distribution costs remain the same. A more memorable or interactive design can drive better response rates, improving return on investment.

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Why Now?

In a crowded digital marketplace, door drops offer a rare and valuable trait: tangibility. They demand attention, stay in the home for longer and can be tailored in both message and format. Combined with better targeting, creative flexibility and strong performance metrics, they are proving their worth once again.

The Print Council’s message is clear: marketers must not only include door drops in their planning but treat them with the same strategic attention as digital. Data, creativity and integration must work hand in hand to get the best from this channel.

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Don’t miss out: Download the DMA Door Drop Report today and see how your brand could cut through the digital noise with a channel that is tactile, targeted and thriving.