How To Get The Best Return On Your Investment
Whenever a local company approaches us regarding our leaflet distribution service, the question they invariably ask is, what response rate will I receive from my leaflet campaign?
Although we would only be too pleased to give them a definite figure, it is really like asking us how long will it take them to run a mile. That answer would depend on how fast they could run, if the mile was uphill or downhill and several other factors. And the same is true for leaflet distribution response rates.
The following will illustrate how you can maximise the response rate and make your leaflet campaign as profitable as possible.
What Do The Experts Say?
Research carried out by the Direct Marketing Association has found that 89% of people remember receiving a door drop leaflet, more than any other form of marketing they are exposed to. And the report goes on to reveal that 45% of consumers will hold on to the leaflet somewhere in their home.
However, the research also reveals that the average response rate is 1%. So what can be done to lift response above this?
Who benefits the most from door drop campaigns?
Research into this has found that the retail sector enjoys the most success using leaflet distribution. It was discovered that 90% of consumers in this sector were happy receiving unaddressed mail.
Fast moving consumer goods brands (FMCG) came next in the survey, enjoying success with door drops, followed closely by local services and restaurants. Among those local businesses enjoying a high ROI are Gyms, Garages, Gardening companies, Window/door Installers, Estate Agents and others. They achieve this high ROI by regularly repeating their door drops.
Do established brands beat new businesses?