How Effective is Leaflet Distribution?
Leaflet distribution is:
A. Really effective every time.
B. Hit and miss; sometimes great, sometimes not.
C. A complete waste of time!
The answer can be all three! But, is there a way to make it always answer A: Really effective, every time?
Yes! And this blog will reveal how.
First, the Door Drop Stats
These quotes are from a combination of the DMA, JICMAIL, YouGov and MarketReach:
"90% of campaigns that included door drops saw an increase in new customers, compared to 59% of those without ."
"Mail is generally remembered by customers with research showing it has 35% better recall than social media advertising and 49% more than email."
"Trust from consumers in mail has increased, whilst trust in digital and social channels has shrunk."
"In Q2 of 2019...consumers engaged with 91% of all Direct Mail. By Q2 2020, this figure had soared to 96%."
"The average time door drops are kept in the house is 38 days, and 23% of all mail gets shared around the household."
"The younger generation are engaging with door drops because it's a novelty to get a physical item."
"73% of door drops are opened, read, filed or set aside for later."
"A door drop is interacted with 2.8 times."
"The research shows that when people consume mail, the parts of their brain associated with laying down long-term memories were over 70% more active than when consuming TV and 40% more active than for email."
"People also project physical production values onto brand values – if they think your mailing looks and feels' quality' then they will assume the same of your brand."
"Consumers see mail as a medium of authority – one they prefer for things that are important, formal or official – whilst 57% say that receiving mail makes them feel more valued."
"As a direct result of receiving mail:
92% have been driven to online or digital activity
87% have been influenced to make online purchases
86% have connected with a business online
54% have engaged in social media
43% have downloaded something"
"Mail is one of the most effective ways to reach the Gen Z audience – with JICMAIL showing that this audience is 40% more likely to claim that mail can change their mind about a brand than the average GB adult."
"88% of Gen Z respondents would prefer brand experiences which are delivered by blending digital and physical channels."
Remember, these are averages. Of course, they are already pretty compelling, but I'm sure you want to be better than average, right?
The next part of this blog reveals how.
The 3 Keys to Effective Leaflet Distributions
The formula for success with leaflet distributions is to send the right message (design and print) to the right people (targeting) consistently (multi-stage campaigns).
Let's break these down:
1. Reach the right people
Find the people who will love to buy from you. If you already know where they live, great. You can simply add those postcode sectors on our online ordering platform.
If not, we have a map targeting tool to help find your perfect customers. You can select based on location (such as a radius from your showroom postcode), age, affluence and property type.
With data-driven targeting, leaflet distribution takes your business to the people who are interested in what you do and are most likely to respond.
2. Send the right message
You've selected your ideal customers, and now it's time to inspire them to take action. Whether that's giving you a call, booking a meeting or directing them to a specific webpage (door drops are often cheaper than PPC).
You need a bold headline, an eye-catching image and a call to action. But you won't be alone. You get to schedule a call with our design team, who will guide you through our design process and create your artwork to inspire prompt action.
Once your design is booked in (or you've uploaded your pre-done artwork), you can choose your perfect print.
A top tip here is to choose based on what your ideal customer would value most. For example, if you're promoting bespoke suits, go as premium as possible (450gsm matt laminate). In contrast, thin paper is often best if you advertise discount TVs (130gsm).
3. Multiply your returns
Consistently repeating to the same audience has a compounding effect on your ROI.
The biggest and most successful businesses multiply their leaflet distribution response rates through the magic strategy known as drip effect marketing.
With drip effect marketing, you'll multiply your returns with each stage in the campaign. It is the plant, cultivate and harvest principle.
Choose from three or six stages and see higher returns (you only pay for one stage at a time). We also provide multi-stage savings.
How the Biggest Brands Use Leaflet Distribution
Most of you will have received a brochure from the likes of Lidl, Aldi and Ocado. What you will notice is that you will frequently receive these, especially at certain seasons such as Christmas.
These big brands repeatedly advertise on TV, radio, billboards, social media, and via door drops. This is known as drip effect marketing.
Drip marketing is where you drip-feed your target audience frequently. We recommend drip marketing to all our customers to provide sustained and impactful returns on their investment.
All big businesses are familiar with the rule of seven, which means most people take seven touchpoints (brand interactions through marketing) before taking action.
Therefore, to see the same strong results as the biggest brands, you must market like them too (though it doesn't need to be at the same volume!).
As such, we recommend using leaflet distribution as part of your overall marketing mix. Frequently and consistently repeat to the same audience to build brand awareness, brand trust, and ultimately brand engagement.
Our online ordering platform allows you to market your business as the biggest brands do. What's more, it only takes 5 minutes!