Fall in door drop volumes “driven by more sophisticated targeting”, DMA research reveals

New research from the DMA published today (31 July 2014) reveals that annual UK door drop volumes fell by 9% from 7.2 billion in 2012 to 6.5 billion in 2013. The DMA’s 20th Annual Door Drop Industry Report 2014 also reveals that expenditure on door drop media – which includes leaflets, catalogs, newsletters and product samples – dropped by £7m to £259m in 2013, a decrease of 2.6%.

The report cites improved targeting techniques, more sophisticated planning and greater integration with other media, which have resulted in greater accuracy and less wastage.

Philip Ricketts, chair of the DMA Door Drop Board Committee and head of business development at MarketReach for Royal Mail, said 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 per 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.

The DMA’s Annual Door Drop Report 2014 can be downloaded from the DMA’s website