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How intelligent is your door drop marketing?

Posted by Stuart Ducker December 16, 2020

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The DMA has recently released it's 2019 Annual Door Drop Industry Report, the 25th edition and the first since GDPR came into force last year. The report examines the latest door drop volume & value figures in the UK to give an overview of the market. 


 

Highlighting that “some 80% of the UK’s top advertisers use the medium”, the DMA confirm that using door drops as part of the marketing mix can be an extremely effective method of generating business and developing relationships with future prospective consumers.

Typically, door drops are most often executed at postcode sector level (i.e. MK5 8), to attempt to control costs as well as targeting numbers, and generally this equates to advertisers targeting an average of 2,700 properties. Of course many door drops are also carried out at postcode district level (i.e. MK5), postcode area (i.e. MK) or even at a regional level.

Whilst targeting such a wide range of houses then, it’s not surprising that the level of waste is often large. An example was given by a colleague recently, who received an exceptional door drop with some great content from a retailer suggesting that she might like to buy a conservatory; the problem being, she lives in a second floor flat.

Whilst the value of door drops is clear - the DMA reports that 64% of door drops are looked at immediately upon arrival, and 15% are put aside to look at later - given the potentially huge wastage, all businesses should be using property data to optimise the results from their marketing spend.

Our DOMUS product, which is essentially the “DNA” of a property, delivers attributes and characteristics specific to every individual residential property in the UK (approximately 30.7 million). Updated on a daily basis, DOMUS currently contains about 250 billion pieces of information on UK properties in approximately 500 individual variables.

How can I make my door drop marketing work more effectively than it currently does?

The following are three simple examples that can work, each use DOMUS analysis and targeting.

• When promoting conservatory sales, target only streets and postcode sectors which contain 90%+ houses;
• When promoting garden furniture, target only streets and postcode sectors which contain 90%+ gardens;
• When promoting your estate agency, target only streets and postcode sectors which contain 90%+ owner occupiers to prompt homeowners to place their house on the market for sale;

Our data includes attributes such as: house values; number of bedrooms; driveways and garages; square footage; and even the decade built. DOMUS has it all.

So if you're currently considering running a door drop campaign, why not ensure you're optimising it with DOMUS to deliver a higher revenue return on marketing investment?

Download the DMA's Annual Door Drop Industry Report or contact us for more information about how we can help refine your door drop marketing.


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