As some brand owners obsess over the next marketing gizmo, the humble door drop continues to win over new converts and, according to the latest figures at least, has more than held its own while other disciplines suffer at the hands of GDPR and political uncertainty.
The DMA’s Annual Door-Drop Report reveals a steady year for the channel, with annual revenues in 2018 at around £260m, down slightly from 2017 (1.9%), but higher than figures from 2015 (£247m).
A degree of stability was also observed in the annual volume of total door drops, reducing from 5.7 billion to 5.4 billion year-on-year.
When 2018’s annual door-drop spend is compared with other media channels, it further highlights that door drops continue to secure their proportion of the total marketing spend, while other traditional print-based media have seen marked declines over the last few years.
Royal Mail, for instance, recently reported that its direct mail volumes have crashed by 8% over the past 12 months, and has predicted another 12 months of pain. However, major industry players claim that the mail revival is already under way.
A retrospective of the past decade reveals an optimistic long-term trend for the channel, which the DMA reckons is likely to turn into positive gains in the coming years, especially given the fact that, being unaddressed, it does not fall under GDPR restrictions.
DMA head of insight Tim Bond said that some were expecting the 2018 figures to show major growth for the door-drop industry – as the trade body itself predicted last year – following the implementation of the new regulation.
He added: “While the impact of GDPR does not appear to have made a significant impression this year, there are some encouraging signs that may appease concerns of media owners and advertisers.”
The report also finds that, per household, the number of door drops in 2018 has reduced to less than four (3.78) per week for the first time since the DMA began this study – highlighting the increased level of targeting used with the channel.
In addition, the total weight of door-drop material sent fell by over 4,000 metrics tonnes year-on-year. Over the past five years, this represents an 8% reduction in the overall door-drop weight.
Recent figures from Jicmail have shown that door drops have far greater impact than previously assumed, despite being seen by many as “always the bridesmaid never the bride”.
On average, an individual door drop is seen by 1.05 people in the home (giving door-drop campaigns an additional reach of 5%), and is then interacted with 2.77 times over the course of a month. In addition, 64% of door drops are looked at immediately upon arrival and 15% are put aside to look at later.
Bond added: “With the ePrivacy Regulation pending, there could be an opportunity for door drops – and also direct mail – to increase its prominence within the marketing mix. Whatever way the industry responds, the key to successful customer engagement remains the same; put the needs of the customer first and at the heart of every decision made.”
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