In their words:
“Traditional print media provides consumers with a personal experience – something tangible they can interact with, take with them and go back to at their leisure. Its unique nature makes it a robust advertising medium and the figures over the past few years reflect this,” says Rachel Aldighieri, door-drop evangelist and MD of the DMA. “Unlike many other marketing channels, door-drops are GDPR compliant from the off because they do not require any personally identifiable information. We’re already noticing a new wave of interest in the channel from client organisations and we are confident that this will continue.”
– Annual net spend on door-drops by UK businesses is stable at £263m as of 2017, up from £260m in 2013.
– For every 100 unaddressed door-drops, 10 are passed on and shared. Each item is revisited three times.
– On average, 51% of all mail is read immediately – whether addressed or door-drop – and 19% is followed up on later.
– 21% of all addressed mail and door-drop items create commercial actions, for example a purchase, or a visit to a website or physical store.
– In the past 12 months, total weight of door-drop material was reduced by 3,650 tonnes, which speaks to a more environmentally aware industry.
– When compared with last year's findings, there have been reductions in annual volume (-0.5%) and spend (-1.3%). However, this was due partly to the snap UK General Election, which disrupted planning and spend halfway through the year.