New research from the Direct Marketing Association (DMA) reveals that annual UK door drop volumes (including leaflets, catalogues , newsletters and product samples) fell by 9% from 7.2 billion in 2012 to 6.5 billion in 2013, with expenditure dropping by 2.6% to £259 million.
The DMA’s 20th Annual Door Drop Industry Report 2014 cites improved targeting techniques, more sophisticated planning and greater integration with other media, which have resulted in greater accuracy and less wastage.
Philip Ricketts, chair of the DMA Door Drop Board Committee and head of business development at MarketReach for Royal Mail, said that the decline in volume showed that the role of door drops is evolving as its effectiveness increases:
‘The use of door drops is more sophisticated than ever, enabled not only through enhancements in micro-targeting, measurement and multi-channel integration but also because of the ever-increasing understanding of the key role they play in the customer journey.
‘Practitioners are continuing to innovate and provide ever-increasing sophistication in targeting and tracking methodology, which increases the confidence and accountability for those using the medium.’
