Second drops deliver 266% higher ROI than first campaigns. Yet here's what most businesses do: they run one marketing campaign and cross their fingers, hoping customers will remember them months later when they actually need their service.
It's like meeting someone once at a networking event and expecting them to call you for business six months down the line. Doesn't usually work, does it?
The businesses that are actually winning? They're not just advertising once and disappearing. They're staying in touch, building real relationships, and making sure they're the first name that comes to mind when someone needs what they offer.
(Source: JICMAIL Q1 2025 results)
Why campaign frequency matters more than you think
Repetition increases response rates
You get an extended exposure window which means that repeating drops at strategic intervals increases recognition and recall, particularly when targeting the same postcode area.
This physical presence means each repeated drop builds upon the previous one, creating a cumulative effect that single campaigns simply cannot achieve.
Familiarity leads to trust
Repeated doordrops build a sense of local presence, making businesses (especially local services) seem more trustworthy and established. A local plumber who drops a flyer 3 times in 6 weeks is more likely to be remembered and contacted than one who drops once.
Royal Mail Market Reach found that 89% of consumers remember receiving a door drop, and repeated messaging increases motivation to act, especially when aligned with needs such as seasonal timing. The research also shows that repeated campaigns improve call-to-action response rates, whether that's visiting a website or calling a number.
The multichannel advantage of repeated exposure
When doordrop is combined with other channels like social ads, email, or local sponsorship, repetition reinforces brand memory across all touchpoints.
According to DMA (Direct Marketing Association) data, repeated offline-to-online touchpoints can increase conversion by up to 24%.
This multichannel synergy is amplified by frequency. Each leaflet drop doesn't just stand alone, it works with your other marketing efforts to create a cohesive brand experience that builds momentum over time.
Understanding different frequency approaches
Single drop campaigns
Let's say you create a one-off leaflet campaign and get it distributed door just once. Maybe you do this once a year.
Yes, people might see it and think it looks interesting. But then what happens? They put it down and might forget about it.
A few weeks later, they can't remember your business name or what you do. This happens all the time with single leaflet drops.
The results are all over the place - sometimes it works, sometimes it doesn't. And people don't trust businesses they've only heard of once.
Multiple distribution campaigns
Think about the shops and brands you know well. You've seen their ads many times, right? That's because seeing something many times helps you remember it.
When you put leaflets through doors multiple times, something good happens:
1. 1st leaflet: "Oh, what's this company?"
2. 2nd leaflet: "I've seen these guys before..."
3. 3rd leaflet: "When I need this service, I know exactly who to call."
The myth that leaflets go straight into the bin is not quite true. Most people don't throw leaflets away straight away. They leave them on kitchen tables, stick them on the fridge, or pass them to their neighbours. So, when you deliver your second or third batch of leaflets, many homes still have your first ones lying around. That means they see your business name multiple times, but you only paid to reach them once.
Repeat campaigns deliver stronger results
- Overall ROI increases by 266% on the second drop compared to single campaigns.
- The response rate for repeat sends is 2.7x higher than new sends.
- The average order value (AOV) is £341 more.
- Cost per acquisition (CPA) is lower with repeat sends - £26 less per customer.
- For every £1 spent, the ROI on repeat sends is £4 compared to £2.70 for new sends.
In short: Repeat campaigns cost less, convert better, and deliver a stronger return.
(Source : JICMAIL)
Finding the right campaign frequency
Campaign frequency is how often you run your marketing campaigns. This could mean repeating the same campaign or running different ones for the same business.
Getting the frequency right helps your audience remember your brand and message, which can boost engagement and return on investment. As we said above, running campaigns more often can increase brand awareness and influence buying decisions.
But balance is key. If you don’t run campaigns often enough, people might forget your message. If you run them too often, you risk ad fatigue and wasting budget.
The ideal frequency depends on your goals, target audience, and budget. A well-timed, consistent approach helps keep your brand in people’s minds and improves your chances of getting results.
Key factors that influence frequency decisions
Seasonality and timing
Understanding your business and industry's seasonal patterns is crucial for effective frequency planning. For example, retail businesses often experience peak demand during holiday seasons or sales events like Christmas or Black Friday. Running marketing campaigns more frequently during these periods can capitalise on the heightened consumer interest and boost sales.
If you're certain your business has pretty stable seasonality, we would recommend a repeat campaign no earlier than 6 weeks from the last campaign but not running more than 1 campaign per quarter.
Businesses majorly affected by off-peak seasons, such as tourism or outdoor activities, may adjust their marketing frequency to align with the periods of higher demand.
By strategically timing and adapting leaflet advertising frequency based on seasonality, your business can maximise its impact and engage with customers when they are most receptive.
Competitive landscape
Your competitors can influence how often you need to run leaflet campaigns. In busy markets where many brands compete for attention, running campaigns more often can help keep your business visible and top-of-mind.
However, as leaflet campaigns involve printed materials, sending them too often can feel intrusive . But since targeted leaflet distribution offers one of the highest ROIs of any marketing channel, it's worth including as part of a broader multi-channel strategy. This way, you stay consistent without overwhelming any one platform.
Understanding the competition helps you find the right frequency - staying visible while using your budget wisely.
Budget considerations
Marketing budgets and their distribution throughout the year are crucial in determining the frequency at which a leaflet marketing campaign should be run.
A higher budget allows for more frequent leaflet campaigns, enabling your brand to reach a wider audience and maintain a consistent presence in the market.
Conversely, a limited budget might require a more strategic approach. In this case, campaigns will run less frequently or be conserved for peak sales periods when your target audience is most receptive. In such cases, careful planning and optimisation become crucial to ensure the allocated budget is used effectively.
Also note, in tough economic times, marketing budgets can be the first thing to go, so more cost-effective marketing methods, such as leaflet advertising, are easier to keep going than more expensive channels.
Optimising frequency based on your business type
Demographics and audience considerations
Depending on your target audience, you will need to consider their age, income, and purchasing intent when determining frequency. Some age group brackets may need a longer decision-making process, while other audiences may have more disposable income and be time-poor, so they may be more reactive and impulsive in nature.
Service/product offering impact on frequency
High ticket service offerings or products will naturally take longer to mature into an enquiry or sale as they cannot be impulse buys. These sectors can benefit most from multiple leaflet campaigns.
Marketers need to calculate, based on previous experiences - how long it might take for an initial leaflet drop to develop into an intention to buy, then plan their frequency accordingly.
Seasonal frequency planning
This is particularly relevant to the service and trade industries, such as gardeners or boiler services. Marketers should consider the best time to plan a leaflet distribution campaign frequency for maximum efficiency. As a broad rule, work back from your busiest seasonal period and factor in several weeks or months ahead of this, planning multiple touches during the lead-up period.
For example, a gardening company should want to position themselves and their services several weeks ahead of Spring with repeated drops building anticipation, while a boiler servicing company should start looking to promote their brand locally ahead of Autumn with a frequency that builds familiarity before the busy season.
Measuring and optimising your frequency strategy
Ensuring you have the means to measure each campaign enables you to determine the efficacy of your frequency approach. Methods of measuring a leaflet campaign include printing discount codes, QR codes or including a custom website landing page for recipients to visit.
At Leafletdrop, our standard booking procedure allows for planning either 3 weeks before your intended distribution start date or up to twelve months in advance. This gives enough time for leaflets to be printed and sent to distribution centres so your frequency strategy goes without a hitch, and the more you can book in advance, the more time you have to tweak and perfect your campaign frequency.
Get the best results with Leafletdrop
There are no one-size-fits-all answers for the frequency or timing of leaflet distribution, but our experts are on hand to help. With hundreds of successful campaigns under our belt, we can advise you on the best frequency strategy to make your campaign a success.
One way we maximise success is through data-led, targeted leaflet distribution strategies that optimise frequency for maximum impact. Leafletdrop utilises a combination of different data sources to identify which households would be most valuable for your campaign goals and the optimal frequency for reaching them.
If you have any questions on how or where to start with frequency planning, feel free to reach out to us at 01628 816611 or email us at leafletdrop@whistl.co.uk. We're here to help you develop a frequency strategy that delivers results.
