Posting magic through letterboxes
Listen to the free webinar to discover how the DMA door drop report can help you unlock the full potential of door drops.
Using campaign-centric data from the JICMAIL Response Rate Tracker, Door Drops across all sectors reveal an average response rate of 0.6%, ROI of £2.60, and CPA of £201.50.
Check out the DMA report via the download link: https://dma.org.uk/research/door-drop-report-2024 (If you have not joined the DMA community, "register your interest" and select the Door Drop Report 2024).
Imagine that...
It's approaching the end of the day, and you're wondering what you'll get your partner for her birthday on the weekend. A work friend recommends a great place to get jewellery, praising its amazing value and beautiful designs.
You're on your way home after a busy day at work. On your walk to the station, you pass various billboards on the side of the road, but as you're in a rush, you don't even notice them.
When you board the train and take your seat, it is busy, hot, and uncomfortable, so you focus on your book and don't notice the posters on the walls around you.
Eventually, you get home, and after a quick hello to your partner, you get comfortable. Looking around, you notice something at the door. Upon inspection, you see a leaflet for the same jewellery brand your work friend recommended for your partner's birthday.
Who are you likely to buy your partner's gift from?
By the way, the jewellery brand your work friend recommended is also featured on the billboards on your way to the station and on the train.
So, amongst the hustle and bustle of our day-to-day lives, how can brands confidently place their Door Drops to influence a positive response for their Brand?
Door Drop Success
When you are sitting at home, you are far happier and have more mental capacity to receive the brand message, which makes you more likely to take positive action. Herdify often talks about the power of real-world social influence when we make purchasing decisions. Combining this influence with marketing media that positively reinforces your brand is the key to success.
No other channel can create the same level of personal connection as Door Drops; the fact that you have a physical version with your name on it at your door often makes it more meaningful than other channels.
Influence, Location and Timing
Knowing the right house to send mail is a matter of influence, location and timing:
- Influence: According to Nielsen, 92% of consumers trust recommendations from friends and family over any form of advertising. Using Herdify's audience discovery tool, Able & Cole located behavioural influenced postcodes to place their media, which led to an uplift of 120% response rate.
- Location: Planning your next Door Drop campaign is more than spray and hope; you need locations where people already hear your brand from others. Herdify uses behavioural science to generate brand-specific geographic audience segmentation data that helps you connect with your customers.
- Timing: To unlock a positive reaction, your media needs to reach people when they are most ready to receive your brand. No other channel does this better than Door Drops.
Learn more about how to use Door Drops in your marketing campaigns from the webinar below. You can also sign up for the DMA and receive a detailed Door Drop report to help you plan better-performing door-drop campaigns.
Door Drop Report 2024
Using campaign-centric data from the JICMAIL Response Rate Tracker, Door Drops across all sectors reveal an average response rate of 0.6%, ROI of £2.60, and CPA of £201.50.
Check out the DMA report via the download link: https://dma.org.uk/research/door-drop-report-2024 (If you have not joined the DMA community, "register your interest" and select the Door Drop Report 2024).
