The DMA’s 2023 annual door drop report has been released, and it offers key insights into how Door Drops have evolved and continue to deliver impressive results!
Volume
Although the overall volume of leaflets declined by 3.3% compared to 2022, this decline occurred mainly in the first half of the year. The number of advertisers using Door Drops rose by 3% in 2023, indicating that Door Drops channel continues to become more targeted & effective.
Boost in Purchases and Engagement
One of the standout metrics from 2023 is the increase in commercial effectiveness of Door Drops. Purchases and payments made as a result of receiving a Door Drop rose from 2.3% in 2022 to 2.8% in 2023.
“Door Drops across all sectors are revealed to have an average response rate of 0.6%; ROI of £2.60; and CPA of £201.50.”
Consumer Attention Metrics
Recipients spent more time interacting with Door Drops, averaging 62 seconds per item within 28 days. Door Drops also ranked second in attention efficiency, just behind 30-second TV ads, with a Cost per Minute of £0.07.
Response Rates
Door Drops drove online and offline engagement, increasing website visits to 2.6% and in-store visits from 1.1% to 1.3%, showcasing the effectiveness of Door Drop campaigns alongside other marketing channels!
Door Drops also excel in generating conversations, a crucial aspect for brand awareness. There was a significant rise in the ‘talkability factor,’ with 8.9% of recipients discussing the items they received with friends and family, up from 7.9% in 2022.
Conclusion
In conclusion, the DMA’s 2023 report reveals that Door Drops are a powerful marketing tool, offering increased adoption, effectiveness, and engagement.
Source: (DMA, 2024) DMA Door Drop Report 2024.