Measuring the success of a door drop marketing campaign
How to make the perfect door drop campaign
The most important question you need to answer after your leaflet campaign is, did it work? And if you haven’t set expectations for a campaign, how will you know?
The great thing about the effectiveness of leaflet advertising is that the success of each campaign is easily measured so you can see whether your investment was worthwhile and take learnings to make each campaign better than the last.
By monitoring the success of your door drop campaigns, you can create benchmarks for your direct mail marketing strategy against which to measure your next campaign. This process of testing will eventually deliver a door drop marketing strategy that works for your business and appeals to your target audience.
If you are not measuring your door drop campaign, you are wasting precious marketing insights that can benefit the growth of your business.
Here are some top tips from Royal Mail Market Reach that will enable you to measure the success of your campaign and gain insightful knowledge about what your customers really want.
3 important ways to measure your door drop campaign
1. Set Measurable Goals
- Make sure your campaign is in line with your original objective.
- What are you asking your customers to do – go online, visit your store or call to enquire? How will you measure this? See Campaign Tracking.
- What data would be most valuable for you to measure as a result of your door drop campaign – Sales? Size of sale? Visits? Appointments made? Donations?
- What is great about leaflet campaigns is that you can learn what does or does not work.
- You can see if one campaign has worked better than another.
- And this helps you evaluate what you do in the future.
- And make further improvements to what you do.
3. Campaign Tracking
- Make sure you can track your responses (using a code or coupon can help).
- Check your website can measure how many visitors are coming in.
- Check that your phone handling can record where someone heard about you.
- Think about how you would handle the increased demand.
Metrics to measure your door drop campaign
There are a number of ways you can measure the performance of your leaflet campaigns and tools that you can employ to ensure each campaign is better than the last.
Also known as return on investment, ROI is a simple sum which considers the cost of your leaflet campaign to your business and what the business got back in return. AKA how effective was your campaign?
To calculate the ROI of your leaflet distribution campaign, you take the total revenue generated from the campaign (hence the importance of measurable goals), minus the cost of the leaflet campaign then divide this by the cost of your campaign to work out the return on every pound spent. For example an ROI of 4:1 means you generated £4 for every £1 spent.
Understand how your customers are responding to your leaflets. Did they go online, did they phone? This helps with future planning but also tells you where you need to invest in the future.
Having the ability to predict and quantify the response from your leaflet campaign will enable you to plan for future campaigns.
For example, if your campaign generates a certain number of enquiries then you can understand what volume of leaflets you need in the future to reach your business goal.
Response rates for a door drop or leaflet campaign can vary based on a variety of factors, like industry, the audience, the goals of the campaign (eg campaigns for brand awareness might not require an action and therefore would bring the average response rate down).
You can read more on the advantages of using door drop marketing here.
If you are using different designs for your door drop campaign over time, you can determine which is the one that works best for you. What offers work best? Do you have seasonal offers that work at different times of the year? The more you hone your approach the better the results you can yield.
When signing up to distribute a leaflet campaign with Leafletdrop, your dedicated account manager can discuss with you the options for leaflet design according to your goals and your industry.
By using different targeting you can understand which sets of customers respond to which campaigns better. Once you know this, it can be simple to find more customers that look like your good customers and therefore improve your response rates further.
Creating a door drop marketing strategy with Leafletdrop
The key to a successful marketing campaign is planning. This means knowing your audience, knowing your goals, and knowing how you’re going to measure your campaign to do better next time
It is no different with door drop media.
Leafletdrop is the leading leaflet distribution company in the UK, having delivered over 30 million leaflets since we began in 2018 for a wide variety of industries and demographics.
Leafletdrop’s online campaign targeting tool enables our customers to strategically define their target audience and identify the best locations to distribute their leaflet campaigns for maximum return on investment.
Our services range from campaign planning, leaflet design, printing and packing, to leaflet distribution through the Royal Mail.
Sign up today to plan your campaign and put the advice from this article into action.