Improved targeting techniques are bringing the curtain down on the age of the mass door-drop – with volumes crashing by 1 billion during last year – although the amount spent on the medium is holding up strongly.
The DMA’s Annual Door Drop Report reveals a reduction in the UK market from 7.9 billion items in 2010 to 6.9 billion in 2011.
But it cites better targeting as the primary contributor in this reduction, with marketers enhancing their use of customer data to increase accuracy in distribution, thereby reducing wastage.
However, both the retail and financial services sectors – traditionally heavy users of the medium – have cut back. This, combined with a reduction in freesheet and Newshare coverage, as well as spend switching to digital channels, has seen led to some shrinkage in volumes.
Expenditure on door drops remains steady, however, with a decrease between 2010 and 2011 of just 1.4%.
Mark Young, chief executive of The Leaflet Company, and chair of the DMA Door Drops Committee, said: “It’s telling that expenditure in this medium still remains high. Notwithstanding external factors, the research demonstrates that as targeting techniques become more sophisticated – leading to reduced volume – marketers and consumers alike view door drops as a viable and successful method of communication.
“I expect to see a significant increase in national brands using door-drops as an effective campaign tool in conjunction with digital channels to create highly targeted, innovative and integrated campaigns.”
Earlier this year Mark Davies, managing director of TNT Post’s UK door-drop business, pledged to spearhead the medium’s fightback against the rise of digital marketing, boosting the profile of the industry and its continued value to marketers.
The rallying cry came as he took on the role of president of the European Letterbox Marketing Association (ELMA) and coincided with the publication of a new census which valued the industry at €3.8bn.
TNT chief hails door-drop fightback