Door-drop fall ‘not all bad news’

Door-drop fall 'not all bad news'The DMA is trying to put a positive spin on its latest Door Drop Industry Report – which shows a fall in both volumes and expenditure – by claiming the decline is a result of improved targeting techniques and waste reduction.
Overall, annual UK door-drop volumes fell by 9% from 7.2 billion in 2012 to 6.5 billion in 2013, while expenditure dropped by £7m to £259m in 2013, a decrease of 2.6%. Last year’s study showed a rise in both volumes and spend, although it was the first year-on-year growth reported by the UK sector since 2010.
The report cites improved targeting techniques, more sophisticated planning and greater integration with other media have resulted in greater accuracy and less wastage on the medium – including leaflets, catalogues, newsletters and product samples. However, earlier this year, the door-drop industry faced criticism following the botched marketing campaign to promote awareness of the NHS care.data programme.
Philip Ricketts, chair of the DMA Door Drop Board Committee and head of business development at MarketReach for Royal Mail, claimed the decline in volumes shows that the role of door-drops is evolving as its effectiveness increases.
“The use of door-drops is more sophisticated than ever, enabled not only through enhancements in micro-targeting, measurement and multi-channel integration but also because of the ever-increasing understanding of the key role they play in the customer journey.
“This was clearly demonstrated with the depth and breadth of entries in the DMA awards door-drop category in 2013.
“Even though volumes declined against a growth position in the prior year, in part driven by the continuing reduction with free newspaper circulation coverage, the future remains bright for the channel. Practitioners are continuing to innovate and provide ever-increasing sophistication in targeting and tracking methodology which increases the confidence and accountability for those using the medium.”
In other findings, on average households received five door drops a week in 2013, compared to eight in 2007. The industry’s commitment to waste reduction has also seen the average weight of a door drop piece decrease by 17% from 18g in 2007 to 14.88g in 2013.

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1 Comment on "Door-drop fall ‘not all bad news’"

  1. Door-drop spend and volumes fall, but it’s ‘not all bad news’ apparently… http://t.co/dzD0HcW9NH #directmarketing #directmail

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