FRESH THINKINGON DOOR DROPS FROM THE BEST MINDS IN THE BUSINESS.THE COLLECTED THOUGHT PIECES

MAILMEN.co.uk

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CONTENTSWELCOME 5

GAVIN WHEELER 6 CEO, WDMP

HELEN SAWYER 10 Client Director, The Leaflet Company

MELANIE WELSH 14 Executive Planning Director, Havas helia

DAVID BEALE 18 Managing Director, MediaCom Response

SONIA HITZELBERGER 22 Account Development Director, Whistl

SPECIAL DISCOUNTS ON DOOR DROPS 26

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MAILMEN.co.uk

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WELCOMEI’m excited to be able to bring you this brand new collection of thought pieces on the power of door drops in the digital age.

With insightful thinking from some of the UK’s brightest business minds, including Helen Sawyer from The Leaflet Company and David Beale of MediaCom Response, it’s a testament to why this powerful medium should not be overlooked.

Their unique insights offer a window into the world of door drops and their transformative place in the modern marketing mix. As Gavin Wheeler, CEO of WDMP points out, it’s the only channel that can offer 100% coverage of your desired area.

If these pieces encourage you to tap into the power of door drops for your own campaigns, or if you’d like to learn more about any aspect of mail, simply give our team a call on 0800 014 2365.

And look out for our New User Scheme on page 26, which makes using door drops even more cost effective.

Jonathan Harman Managing Director Royal Mail MarketReach

“ DOOR DROPS ARE BUILDING BLOCKS FOR BRANDS.”

Gavin Wheeler CEO, WDMP

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HOW ACCESS TO RICHER DATA HAS IMPROVED TARGETING IN DOOR DROPS.

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Gavin Wheeler, CEO of direct, digital and social agency WDMP, tells us about the need for creative thinking when producing door drops, and how more sophisticated data is set to change targeting.

As we spend more and more time checking our emails on smartphones, tablets and laptops, we’re all inundated by a seemingly endless stream of unwanted messages. The result of this is that we just swipe and delete. Digital is a cheap channel to use, so it’s being overused left, right and centre. When it gets abused, it starts to become less effective. At WDMP we’ve seen clients, particularly in financial services, and even digital-only clients, returning to traditional media, such as direct mail and door drops – channels that are delivering huge returns.

Creativity is keyOne of the things I always tell our clients is that door drops are the only channel that can offer 100% coverage of your desired area. Newspaper readership is declining, TV viewing is being done in a multichannel way – people are watching the same amount of content but across a number of different devices – which means reaching a large audience is getting harder and harder. But we can target effectively with door drops.

I’ve worked with this particular channel for about 20 years now, and was fairly instrumental in using it back in the late 90s in the telecoms industry. In those days there was little sophistication in terms of targeting. The innovations that we tended to use were based around trying to stimulate people to pick leaflets up off the doormat. We’d use die cutting or interesting shapes that had nothing to do with the brand, but which we’d hope might make people engage and open up the mail.

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“ Door drops are the only channel that can offer 100% coverage of your desired area.” The focus these days needs to be on finding creative but simple ways of capturing people’s attention. With Freeview, we produced a pink feather that we dropped when the brand launched HD. The concept was to emphasise the quality of HD: it’s so real you can almost see those pink flamingos on the wildlife programme – it’s almost like they’re in your living room. I think anything that involves some form of interaction – physical or digital, or both – will always tend to deliver a better response. You see the return, there’s no denying that.

Technological leapsThese days, there is great work to be done with ever-more advanced technology. Visual discovery apps like Blippar can deliver an immersive digital experience as a response device; they can take the place of phone numbers or URLs on door drop material.

Door drops can be hugely effective when you send people messages that are relevant to them. Thankfully, our ability to target and profile customers has come on leaps and bounds, too. There’s the traditional use of geodemographics, for example by Wyevale Garden Centres. It uses door drops to target a specific market that regularly attends garden centres, and then overlays the data with the geodemographics – and this works because we know that similar people live in similar areas to each other. We’re able to take this information further now by using a new mine of digital data to understand people’s behaviour. We know what their current interests are and can use that to decide whether they’re in the market for a particular product.

“ Door drops can be hugely effective when you send people messages that are relevant to them.”We can also use social listening to ascertain if people are dissatisfied with a service, like, let’s say, their broadband. You might find an area that’s over-serviced by particular broadband providers because they have oversold a particular region, resulting in poor broadband performance. If a brand could identify this issue through social listening, it could go to those areas and door drop to say, ‘We’re a new provider, we have capacity, therefore we can remedy that.’ This is where we’re headed, and this is what we’ll see more and more of.

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Gavin Wheeler CEO, WDMPPrior to establishing the leading independent CRM agency WDMP in 2002, Gavin spent 17 years client-side, including roles at Toyota, Virgin Media and Amazon.

“ I believe companies will start to pay more attention to the power of door drops when it comes to brand building.”We’ll also see brands integrating door drops with targeted digital activity to maximise results. So, for example, when a particular sector is getting Sky door drops, why not serve them Sky banner ads at the same time? We know when we do direct mail with an email follow-up you get a 50% uplift on the overall response1 – let’s test this with door drops and start serving corresponding digital content.

I’m confident that companies will start to pay more attention to the power of door drops when it comes to brand building. I actually think we’ve done ourselves a disservice in the direct sector by only measuring the response, not the effect on the brand or the engagement metrics. In digital media there’s a lot of analysis of dwell times and click-through rates, and whole campaigns are measured by how much people have engaged with the brand. We never talk about that in the direct environment. But I reckon that’s set to change, largely because of the level of sophistication we can now offer clients.

Source: 1 WDMP findings, financial services clients

“ WE’VE SEEN DOOR DROPS KEPT FOR UP TO 38 DAYS. THEY SHOULD PAY RENT.”

Helen Sawyer Client Director, The Leaflet Company

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WHY DOOR DROPS WILL REMAIN AN INTEGRAL PART OF BRAND ADVERTISING.Helen Sawyer, Client Director at The Leaflet Company, explains why door drops are still an impactful medium, and discusses the effect that recent advancements in technology and data have had on its development.

The digital revolution made the customer king. They choose how, when and where they consume, and, as we all know, that tends to be on the go these days. We’re consuming on tablets or smartphones, and in a way that’s left the media industry, which has been turned on its head, scrabbling to keep up. Media has become about choice, it’s rewired us all. A key question now is, has the role of printed-mail marketing changed in this new environment?

The complexities of the customer journey The timing of the most recent digital boom is notable, as it coincided with the 2007/8 financial crisis. At the beginning of a recession, we tend to see a pretty dramatic increase in the use of door drops, mainly because most clients are focusing purely on sales as opposed to brand building. But during the last economic downturn, this trend was less obvious because people were spending their budgets on digital solutions instead. Consumers had become much more active online, so companies decided that’s where they should be focusing their efforts and spending their money. But, responses went down, and brands quickly realised it’s much more complicated than that. The consumer isn’t one-dimensional; in fact their journey is becoming a lot more complex and harder to measure.

“ We’ve seen companies that exist entirely in the digital space investing in door drops as a marketing method.”As a result what we’ve witnessed is companies once again realising the potential of door drops. In fact, we’ve even seen companies that exist entirely in the digital space – such as organic fruit and vegetable delivery service Abel & Cole – investing in this marketing method. This is a high-end grocery brand that doesn’t have a physical shop, just a website, and yet it’s using door drops to drive people online. Additionally, some traditional

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retailers, such as Sainsbury’s and Asda, are using door drops to drive online sales. That really says something.

Triggering emotion But why do door drops work and where do companies see its value as a channel? Well, perhaps because people engage with door drops in the home. It’s a very attention-grabbing medium. Even if it doesn’t have very long to do this – the accepted view is three seconds – if it’s targeted well, and if the message is relevant and interesting to the person, then they’re quite likely to go on to read it properly. We know, for example, that when leaflets are retained, the average time door drops are kept in the house is 38 days, and 23% of all mail gets shared around the household.1

“ People engage with door drops in the home. It’s a very attention-grabbing medium.”

The role of data The technology that we use to send door drops, and decide who we are sending them to has, of course, become much more advanced in recent years, and will continue to develop. The data sets that we can offer have evolved to keep pace with the market, and we’re overlaying online behaviour on top of this. We work really closely with clients and their data to target the most likely receptive audience and even those who have previously engaged with a brand. And we now have the capability to analyse what works and with whom.

“ Door drops have remained a successful channel because they’re a very measurable, accountable medium.”Our pizza clients are masters of door drops. They do a huge amount of it and are experts at analysis. This includes their franchise businesses, with individual owners in respective, discrete, geographical catchments. They are very involved and very particular. They want to make sure that the door drops go out at the right time, in the right place and to the right people. And they may have a choice of creative templates, which are then branded to their individual outlet. So in one campaign alone we may be handling, say, 300 or 400 different versions of one leaflet, and that would have been in no way possible without flexible printing.

We’ve also seen some great examples of how door drops can be used locally by national companies. When Bestway Group bought The Co-operative Pharmacy in 2014, it needed to communicate to customers that 780 of its stores would be converted to the new Well Pharmacy branding. This needed to be a localised campaign because it was

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Helen Sawyer Client Director, The Leaflet CompanyHelen joined The Leaflet Company, the largest door drop media specialist in the UK in 1997. Helen is a specialist in business development, managing accounts and relationship building.

happening gradually, so no other form of media would be effective. Radio and local newspapers weren’t appropriate because there was often more than one branch in a town, and one would be changing and one wouldn’t. We knew that the message the client was going for was reassurance – it wanted current customers to understand that the pharmacy was staying at the heart of the community and that Well Pharmacy would continue to provide expert care. So we worked with the brand to create leaflets that were consistent with its message. The leaflets included three-tiered vouchers, which encouraged people to keep them in the house. We knew that as the campaign got bigger, and more and more stores were converted, we could look at integrating the door drops with radio, press and digital marketing. It was a fantastically successful campaign that led to brand recognition increasing exponentially, plus the voucher redemption rates were consistently higher than expected. It was a campaign that, for me, demonstrated that door drops are the only offline channel that can precisely match advertisers’ requirements.

The personal touch We all now know that the death of print was exaggerated. People like to engage in their own time and at their own leisure, and door drops enable people to do that. Door drops feed into this particularly well because of the way that they are delivered, and because consumers engage with it in the home.

“ People like to engage in their own time and at their own leisure, and door drops enable them to do that.”As the digital marketplace gets more and more saturated with brands competing for space and audience, we’ll become more irritated with people sending us messages into our personal space on phones and tablets. But with this channel you’re only really hitting the areas that you want to target, directly into homes, with a message they have to pick up. If relevant, this can be drilled right down to street level, and at the frequency that you desire. That’s the beauty of door drops.

Source: 1 Royal Mail MarketReach, The Private Life of Mail, 2015

“ THE DIGITAL REVOLUTION HAS EMPOWERED PAPER.”

Melanie Welsh Executive Planning Director, Havas helia

THINKING CREATIVELY: EXPERIMENTING WITH TARGETING, CONTENT AND DELIVERY.

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Melanie Welsh explains how a deep understanding of customers based on collected data, coupled with creative marketing across multiple channels, will help produce the best results and most satisfied clients.

All the creative work we produce at Havas is based on insight, an approach that we call ‘smarter art’. Our past is in structured data, but we now have a team of people who work with unstructured data, for example from social media. We find that when you take your own structured data and weave in social data, you get some really unusual insights into customer activity. We know where people are because they tell us, and we have observed data that can help us to work out some interesting nuances. This approach has revolutionised how we use door drops.

Hitting the targetIf you look back even just a decade, the level of targeting that we could achieve was nowhere near what it is now. These days, you can be far more precise than ever before, although it’s cost-dependent, of course. The granularity with which we can profile customers is sophisticated, as is the fact that we can use learnings from one profile to enhance opportunities by creating lookalikes. A brand that does this really well is Domino’s. For that company it’s about understanding which are the more affluent households, and then targeting those people, right down to a precise street.

“ Over the last decade the level of targeting that door drops can achieve has improved enormously.” The targeting Domino’s does is very impressive, but so is the way its marketing team thinks about timing. Campaigns are planned 13 months in advance and everything is mapped out really carefully. It has identified its sweet spot as the week that people get paid, so it plans around that and books its door drops in accordingly. If, for some reason, it can’t get that week, it opts for the week after – but what it never does is book the week before, because the last week before payday is a no-pizza week. I think that’s wonderful insight and very smart.

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Another really nice and insightful geotargeting campaign was the Salvation Army’s that won a gold award at the Direct Marketing Awards. What it did was identify local war heroes from particular areas and feature them in the material, making the mail feel quite personal and pertinent to the person receiving it. That combination of creativity and relevance is something we try to encourage clients to think about, as is the importance of a tangible customer journey.

“ Marketing nearly always works better when you combine different channels – the same applies to door drops.” Recently, there’s been a real shift in mentality when it comes to approaching the customer journey. These days, clients are more comfortable with the notion that you are much more likely to drive people closer to purchase if you have understood your consumer correctly in the first place and mapped their journey out. We all appreciate that marketing nearly always works better when you combine different channels – such as TV with digital, or email with push notifications. The same applies to using door drops – the research is there, we know this is true.

Evoking emotional response Clients are also currently much more willing to look at all channels, including door drops, and understand that you’re always going to get better results if you really think about the creative options that are available to you. If you take exactly the same campaign but use more inventive formats and messages, unsurprisingly the consumer outtake will be very different. Even something as simple as using a die-cut leaflet rather than a square one will have a different consumer outtake because it’s playing with the medium and therefore working harder when it comes to capturing attention.

A really good indicator of whether people are going to warm to your communication is how ‘enjoyable’ they find it – but I use that word very carefully because it’s about enjoyment within a context. So, if you’re making a TV ad, for example, enjoyment is probably going to come out as a big, emotional response, whereas enjoying a discount coupon is going to be about how easy it is to understand and how useful and relevant it is. Both mediums are enjoyable to the consumer, but in very different ways – it’s an incredibly big spectrum.

“ If you have something useful, relevant and informative then you are going to have something that gets stuck to the fridge.”

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Melanie Welsh Executive Planning Director, Havas heliaHaving previously worked as Head of Strategy at Soup and Publisher of Media Guardian, Melanie joined Havas helia in 2012 where she now leads planning for its entire portfolio of clients.

‘Enjoyment’ is a really important factor to be thinking about in door drops, because how useful, relevant and informative your door drops are will have a really big impact on whether people engage with it effectively. But if you put those three things together you are going to have something that grabs people’s attention, and, more than that, they will then stick it on the fridge in the kitchen. It’s about saying: ‘OK, let’s think beyond having some impact on the doormat and think about where someone might put this’. How do we create something that earns its place on the fridge?

Be memorable, be identifiableThis brings me on to a really interesting marketing problem that door drops can solve – brand memorability. Traditionally, brands have thought of door drops as a direct-response mechanism, but we’re now working in a world where companies are focused on brand building, and the key to that is either establishing or refreshing memory structures. We know that on average door drops live in the home for almost 40 days.1 Only bills hang around for longer.

“ On average door drops live in the home for almost 40 days.”What would I like to see more of in door drops? I hope to see more experimentation, rather than just a very mechanical focus on: ‘If we pull this lever and tweak this, we think we’ll get this response’. I would like to see brands being more willing to focus on things other than just driving through short-term sales. In a world where there’s lots of competition for people’s attention, we have an amazing opportunity with this medium because it sticks around for so long. Add to the mix the fact that we can get down to a really granular level of targeting, and it actually gives a huge amount of scope creatively, and you don’t have to spend a fortune. What’s more important is putting a great deal of thought into how you make door drops relevant and targeted to the person who’s receiving it.

Source: 1 Royal Mail MarketReach, The Private Life of Mail, 2015

“ 100% TARGETED REACH. YOU CAN’T ARGUE WITH THAT.”

David Beale Managing Director, MediaCom Response

IT’S NOT WHETHER WE USE DOOR DROPS, BUT HOW THEY MAKE A DIFFERENCE.

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David Beale, MD of response, data and analytics at MediaCom Response, explains that while door drops aren’t new, they are increasingly crucial for targeting, customer insight, understanding customer journeys and optimising ROI.

Door drops have always been about driving footfall. It can embellish a broadcast campaign that is here today and gone tomorrow because it sits in someone’s house and adds an element of longevity, building brand awareness. Door drops are a very flexible media channel with multiple benefits.

Just look at Domino’s. It spends £10 million a year on door drops, simply because it works. Door drops are the company’s second most effective media channel after TV. And because the material is kept in the home, you keep glimpsing it – there’s a subliminal element, a continuous reminder. But as with all media, it only works if it’s meaningful.

The importance of a value exchangeThe power of any communication lies within making it relevant and interesting, and by giving the recipient some form of reward. There is this whole concept of value exchange within advertising. Again, look at what Domino’s does – it provides customers with a nice offer that lasts for a month. You’ve got deal of the week, deal for next week, deal for the week after. That’s what keeps it in the home. But the value exchange needn’t be based around offers. It could be a form of interaction, it could be pointing people somewhere that gives them joy. There’s no one customer journey anymore, and we need to be mindful of that.

“ Door drops have a role to play in all of the millions of customer journeys that are out there.”While the function of door drops hasn’t, in my opinion, dramatically evolved, what has changed is how we use them. My view is that it has a role to play in all of the millions of customer journeys that are out there. With any communication process, it’s really important to make sure that

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there are no dead ends; that you don’t just see something and then that’s it. And often a number of media channels are a dead end in their own right, like display ads, or TV commercials and press ads. But door drops can keep all the cogs moving. Partly because it is in the home as a constant reminder, but also because it offers some interactivity. It helps further down the funnel and acts as a trigger for something that you see on telly but might have forgotten about.

If you can generate an interaction like that then it is contributing to cementing a brand message. Because when you play with and interact with something you’re much more likely to remember the brand, and you’re much more likely to evolve your experience or view of the brand. If, as a result, you’re interacting with online content that is shareable or likeable, then that generates social signals. These gather pace of their own, people are liking and sharing them, meaning more people are seeing them, and this works both in terms of SEO and from a reach perspective.

“ Unlike broadcast channels that deliver mass wastage, door drops can minimise it.”Door drops can maximise reach against a particular target audience within a particular geography; it can, unlike other mediums, achieve 100% reach of the ideal targeted audience for your brand. Unlike broadcast channels that deliver mass wastage, door drops can minimise it.

The role of dataHow we use data to support that is an interesting concept. Traditionally, we would use Experian or Acorn or other geodemographic targeting systems to find the areas with the right sort of person. But for me that’s an anachronistic way of defining where your target audience is, because it assumes that anybody who looks like them is in the market right now, which they might not be.

If you have some really hot buying signals that are being displayed in a particular area at the moment, and overlay that with data that indicates a particular area is heavily skewed towards the sort of audience that you would really want to be talking to, you’ll have a tight set of data that refines the targeting model.

Learning from the grocersLots of people are already doing this well, such as the supermarkets. This is a result of them having massive datasets and therefore the ability to tailor at a really local level the sorts of products that are relevant. They have the technology to interrogate these datasets and the printing technology to allow them to tailor, print and deliver hyper-defined content, all cost-efficiently.

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David Beale MD, MediaCom ResponseDavid has been the Managing Director of global media agency MediaCom’s Response division since 2012. Prior to that, he set up, ran and grew the Performance Team at Vizeum, where he was a Managing Partner.

Morrison’s, however, doesn’t have a customer loyalty scheme, which is where a lot of these datasets come from. Instead, it partnered with another company that could offer them real customer insight, instead of estimates, to find out who it should be sending its coupons to. This meant that it could clearly see the best areas to target, and also the areas that it should avoid. It was cost-effective as well as very effective.

“ In my utopian world, door drops would be event-triggered and signal-based.”I think the future of media generally is heading towards event-triggered targeting across all media. I see no reason why door drops marketing can’t follow. So in my utopian world, door drops would be event-triggered and signal-based: ‘I’ve seen last week that there are hot buying signals in these particular areas and that makes those areas really appealing to me’.

Now what I want to do, having recorded and aggregated that information, is something from a door drops point of view. So why not automate the collation of that data to feed into a delivery mechanism that allows me to go from knowing that’s where the potential is, to actually getting the leaflets out as quickly as humanly possible?

“ Better targeted door drops is how we need to move the game on. That’s the future, and it’s a promising one.”Programmatic door drops could be a really interesting evolution. And that means that the targeting variable you’re using isn’t something that’s generic and static and born out of a census that was done five, six years ago. It’s something that happened last week and as a result is tightly targeted to what people are doing right now. These are buying signals and behavioural characteristics that you can draw from that are live. It’s actual people sticking their hands in the air saying ‘I’m interested in doing this.’ So to turn that into something that lands on the doormat is in my view how we need to move the game on. That’s the future of door drops, and it’s a promising one.

“ YOUNG PEOPLE LOVE DOOR DROPS. FOR THEM, PRINT IS A NOVELTY.”

Sonia Hitzelberger Account Development Director, Whistl

TANGIBLE AND ENGAGING: WHY DOOR DROPS WORK IN THE DIGITAL WORLD.

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While door drops are powerful because they’re measurable, their main advantage is still that they compel people to take action, says Sonia Hitzelberger, Account Development Director at door drops specialist Whistl.

The beauty of door drops today is how measurable they are – we’ve seen great advancements with regards to data and targeting models. As recently as 10 years ago, clients were sending door drops without being able to prove how effective they could be. It’s fine to send out a great item, with great offers and great impact, but if you’re not evaluating correctly then you’re not using door drops to their full potential.

“ The beauty of door drops today is how measurable they are.” Obviously we can still measure responses in a linear way with specific codes or phone numbers, but we should consider using all calls or sales data and match this back to where the door drops went, such as what sales came through pre- and post-door drops so uplift can be measured. The more clients buy into it, the more data they provide us with, the better the evaluation and the more enhanced our models become. It’s cyclical.

The growth of digital marketing has improved targeting in itself. That’s one way that we’re getting a lot more data, which allows us to build up a bigger picture and a better model. And then of course there are the advancements in mobile technology such as augmented reality. Sky was one of the first brands to embrace this combination of print and digital technology when it launched Sky Atlantic – using a QR code to take customers to an upcoming programme reel.

Hard to ignore Regardless of the technology, door drops are highly engaging. And quite simply it gets a good return on investment because it’s tangible, it comes through the door and people hold it. We know that digital has its place, but we don’t want to be inundated with emails; it can be too easy to hit the delete button when our inboxes get too full. With door drops you have to pick them up, that’s when it has its chance. We’ve got stats that show that 30% of all adults see door drops every day; that more than 40% then interact with them; and then 90% of those people go online and do something because of it.1

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“ Door drops get a good return on investment because people engage with them.” We encourage our clients to really think about the customer journey and how other channels can work in tandem, including other physical channels. Specsavers does this really well – it has a really strong multichannel strategy, but door drops remain an integral part of that. In fact it remains one of its top performing channels.

There’s also an industry perception that door drops and DM should stand apart, but we think that they should be sequenced. We just need to understand when we should send door drops, when we should send DM and what the effect of that might be. We’ve seen evidence that if we send the door drops first and then the DM, it can increase response rates of the DM by 40%.2 It’s going to be different for different customers, of course, but it’s about working hand in hand. There are instances where we would say, ‘OK, let’s look at your model; let’s look at your DM database versus door drops’. There’ll be times when it will be more cost-effective to use door drops and others when it will be better to use DM.

“ The younger generation are engaging with door drops because it’s a novelty to get a physical item.”Something we’ve seen recently is that the younger generation engage highly with print mail and door drops. Why? It’s a novelty. They are so used to receiving social media or digital messages, that to actually get a letter or any physical item feels quite important, quite special. They understand that whatever’s being received has cost money to print and send, and I think they feel that the brand has paid attention to them specifically. They usually have more expendable income and so are a key audience.

But mail and door drops need to stand out to be effective. You’re competing with more and more brands and potentially strong offers in the space. So you need to think about that and get your brand values across at the same time. It sounds obvious, but make sure that your offer is clear too. In some cases you can have a great offer and great branding, but if it’s difficult to find that call to action, you’ve lost them and the response.

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Sonia Hitzelberger Account Development Director, WhistlSonia joined the door drop media team at Whistl (formerly Circular Distributors Ltd and TNT Post) 20 years ago and has had various sales roles throughout this time.

Personalised printI think the next big development in targeting door drops is going to be multiple creative approaches, in order to reach multiple audiences. It means you can tailor your message and creative to the audience more precisely. The postcode area where I live might be very different to the next one along. There could be more families where I live, versus say a slighter older demographic in an area nearby. We believe advances in digital print technology will make it more affordable to send different messages to target different groups.

“ How we use social data will play an important part in the future of door drops.” There are also possibilities arising from social data that we’re gathering. How we use this will play a really important part in the future of door drops and message sequencing as part of the whole media mix. What’s key is understanding who you’re reaching, and who is using social and how to use multiple channels to engage with them in a planned way. If there’s social noise in your target area, you can use that channel to communicate further with your customers after the door drops are sent, for example. I think this is part of the future integrated approach to door drops and it’s something that will serve to enhance the response that we’re getting for direct marketing channels.

Source: 1, 2 The European Letterbox Marketing Association (ELMA), Door Drop Volumes 2010-2014, A Pan-European View, December 2015

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SPECIAL DISCOUNTS ON DOOR DROPS.We have a number of incentives to help you make the most from your investment in door drops, including our New User Scheme for first time users.

New User SchemeIf you haven’t used Royal Mail Door to Door before, or haven’t used it for the past 18 months, you could be eligible for a special discount offer on your first six months of distributions.* Our New User Scheme lets you test the effectiveness of door drops with an attractive introductory rate.

To find out how much you could save with our door drop incentives, call our team on

0800 014 2365 or visit

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or please speak to your door drop media provider.

*Available to new users of Royal Mail Door to Door and those who haven’t used Royal Mail Door to Door for 18 months. Discounted rates apply to your first door drop distribution and any distribution within 6 months of the first. For details of available discounted rates call 0800 014 2365.

Royal Mail is accredited by ABC as having the systems and processes that are capable of facilitating audits to ABC Industry Agreed Standards for Targeted Household Distribution. This means ABC has verified that Royal Mail can provide auditable proof of delivery and can provide auditable evidence for targeted distribution with a known propensity index.

WE CAN HELP YOU GET MORE FROM YOUR INVESTMENT IN MAIL AND DOOR DROPS.At Royal Mail MarketReach we have a dedicated team of media specialists, planning professionals and data experts ready to share their knowledge and expertise.

With a deep understanding of direct mail and door drops in all industry sectors, they’re ideally placed to apply their insights to your business and to your particular briefs.

To talk to us about how we can help, please call our team on 0800 014 2365.

For a deeper look at the power of mail and door drops, you can download our full series of research reports and case studies, and learn more about our incentives at mailmen.co.uk

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18 months of research into how mail enters the homes, heads, hearts and wallets of consumers.

Consumers explain what the mail they value helps them know, think, feel and do.

Discover why people of all life stages like mail.

A guide to using door drops.

A simple guide to successful door drops.

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