Door Drop: Insights from the DMA/JICMAIL 2024 Report
In an age where digital marketing often takes centre stage, the effectiveness of traditional marketing methods such as door drop is sometimes underestimated. However, the latest DMA Door Drop report for 2024, created in collaboration with JICMAIL, reveals significant trends and insights that highlight the continued relevance and evolving impact of door drop marketing. This comprehensive report provides valuable data on the state of door drops in 2023, showcasing their importance in a modern marketing strategy.
One of the most striking findings from the report is the increase in the number of advertisers using door drop. Despite a 13% decrease in overall volume, the number of advertisers increased by 3% in 2023. This rise is largely due to improved door drop targeting and strategic planning support from reputable DMA members. The increase also shows that smaller advertisers recognise the value of door drops. This proves their effectiveness for brands of all sizes.
Commercial Impact and Effectiveness
The report highlights a significant rise in the commercial impact of door drop. There was a 21% increase in door drops prompting purchases and a 12.5% increase in items being discussed among family and friends. These statistics illustrate that door drop is not only reaching consumers but also driving meaningful engagement and actions.
Key effectiveness metrics further underscore this trend:
- The percentage of door drops prompting a purchase rose from 2.3% in 2022 to 2.8% in 2023.
- Time spent with each door drop item increased steadily, reaching an average of 62 seconds per item by Q4 2023.
- Door drops rank second in terms of attention cost-efficiency at £0.07 per minute, just behind 30-second TV advertisements.
Spend and Volume Trends
Despite the positive engagement metrics, the total spend on door drops decreased from £194.9m in 2022 to £171.7m in 2023. The overall volume also saw a decline, with 3.27 billion units delivered, down from 3.77 billion in the previous year. This reduction can be partially attributed to higher paper and print costs and the impact of Royal Mail postal strikes, which caused uncertainty in delivery fulfilment during late 2022 and early 2023.
Interestingly, while the overall volume declined, confidence in the door drop channel began to recover in the second half of 2023. JICMAIL’s panel data, which tracks over a thousand UK households, reported a smaller decline of 3.3% in door drop volumes. This discrepancy suggests that larger advertisers maintained their activity levels, while smaller advertisers were more cautious, possibly opting for local door drop distributors.
Sector-Specific Performance
The performance of door drops varied across different sectors in 2023. The restaurant and takeaway sector saw the largest decrease in volume share, followed by supermarkets. However, other sectors such as tradespeople, financial services, government/local authorities, and retail experienced growth in door drop volumes. This diverse utilisation across sectors demonstrates the channel’s flexibility and effectiveness for various types of businesses.
Consumer Engagement and Demographic Insights
Consumer engagement with door drops remains robust. In 2023, the average UK household received 2.23 door drops per week. This is a slight decrease from previous years but still significant. Importantly, engagement rates and commercial action metrics have been on an upward trend. When consumers receive door drops, they are more likely to interact with them positively.
The report also provides valuable insights into demographic engagement:
- ABC1 households (higher social grades) are interacting with door drops more frequently than C2DE households (lower social grades).
- There is a growing trend of under-35s engaging with door drops, highlighting the channel’s effectiveness in reaching a typically hard-to-engage demographic.
The Role of Door Drops in Modern Marketing
Door drops offer a unique advantage in the face of increasing regulations around digital marketing and personal data usage. They provide a legitimate and effective way for brands to engage with new and existing customers without relying on personal data. This advantage is particularly pertinent as marketers navigate the challenges of a post-third party cookie world.
The physical presence of a door drop in a consumer’s home reinforces brand messages. It also drives social influence, a factor often overlooked in digital campaigns. Door drops are tangible, creating a lasting impression. They prompt discussions within households, amplifying their impact.
Door drop is Thriving
The DMA x JICMAIL Door Drops Report 2024 underscores the enduring relevance and evolving effectiveness of door drop marketing. Despite challenges such as reduced volumes and economic pressures, door drops continue to deliver significant commercial value and engagement. The increasing number of advertisers, rising commercial impacts, and robust consumer engagement metrics all point to a channel that is adapting and thriving in the modern marketing landscape.
Businesses seek to diversify marketing strategies and navigate a changing digital landscape. Door drop offers a reliable and effective option. By using targeted and data-driven approaches, brands can leverage door drop. This allows them to reach and engage their audiences meaningfully.
In summary, door drop is far from obsolete. It is a dynamic and impactful component of a comprehensive marketing strategy, providing tangible benefits that digital channels alone cannot achieve. The 2024 report is a testament to their continued importance and potential for future growth.
You can download the report here.