Are door drop campaigns still relevant in a digital era? Well recent research suggests the answer is YES.
Recent research has shown that 35 per cent of recipients have responded to door drop leaflets in the past 12 months, and 30 per cent have made a purchase within the past 12 months as a direct result of receiving leaflets. So what are you waiting for?
Well perhaps it is not as easy as that. Like all successful activities every door drop campaign will benefit from careful planning, lots of imagination and careful review and analysis. Here are a few tips to get your campaign started
1. What do you want to achieve?
For many the answer will be more sales but door drop campaigns can have a much wider ambitions too. You can use them to get people to sign up for future marketing; you can get them to visit an event, activities or your retail premises. You can tease them with a free sample and tempt them special offers, loyalty programmes or redeemable vouchers.
2. Grab their attention
As homeowners we know that we often receive lots of unwanted mail and much of it simply goes straight into the recycling. Therefore any leaflet drop needs to be attention grabbing – both in terms of design and in terms of what you say. Consider using a printer or designer to create something that will catch the eye and an experienced copywriter will help ensure the leaflet or mailshot is read and responded to.
3. Integrate, integrate, integrate
Try some joined up thinking. You might choose a door drop at the same time as you run poster campaigns, radio adverts or even online ads. Make sure there is a continuity of design, style of language and offer.
4. Choose the right locations
Data will exist to help you target the correct area for your campaign. Segmentation will enable you to select the most appropriate target groups for your service or product.
5. Once is never enough
It’s rare that you’ll hit the market first time every time so you may need to follow up your initial door drop with a follow up – sometimes literally just a repeat exercise but more often a careful follow up that perhaps acknowledges you didn’t get it right first time.
6. Variety is the spice of life
You can take this opportunity to try out a few different things on your mailer. See what different response you get to slight variations in the design, wording, personalisation and offer – it will help for future campaigns.
7. Measure up
At the outset set up some metrics to measure the campaign success. There are lots of ways to do this – from unique URLs, QR codes, reader reply cards, unique Hot Line numbers etc. It might be worth exploring tagging via Google analytics for more detailed campaign measurements.
Hopefully these few simple rules will help you to develop a successful door drop or mailshot campaign. Good luck!
Image Credit: Miwok