There are several benefits to leaflet advertising compared to other marketing methods, especially when you consider their cost effectiveness, their potential campaign reach and the visual advantages leaflets offer. Unlike digital advertising, having a physical item land on a potential consumers doormat is a unique way to effectively spread your business message.
According to the latest JICMail Research, “when compared to other media channels, Door Drops typically deliver a greater volume than advertisers pay for, as it is shared in the household and interacted with frequently. With many other channels, due to ad avoidance, advertisers typically get less than they pay for”.
Through leaflet advertising, business can captivate their target audience. Great advertising can create an emotional response: “Emotional response to an advertisement, rather than the ad’s actual content, produces great influence on the intent of a consumer to buy a product. Likeability is the most predictive measure that can help ascertain if an advertisement will increase the sales of a brand” – (USC Thinking vs Feeling: The Psychology of Advertising).
Factors influencing the effectiveness of leaflet campaigns
There are several factors that can influence a leaflet campaign's response rate, and measuring these factors can be easier than you think. A lack of tracking once the leaflet has reached the household can affect response rate statistics; however, this can be avoided if businesses include a unique QR code or landing page address within their campaign to direct responses. This is one of the simplest ways to track response rates, and recent data from JICMAIL shows an increase of 11% year-on-year in effective impressions and engagement when QR codes are applied to leaflet or direct mail campaigns.
Response rates for door drop or leaflet campaigns can vary based on other factors as well. These include the industry, audience, and the goals of the campaign. If the goal of the campaign is simply brand awareness, a response from the household or end recipient may not be necessary, bringing the average response rate down.
As mentioned above, outside of direct leaflet tracking, there are also great industry data sources that show the average response rates for leaflet campaigns, such as JICMAIL or DMA.
There’s also a fantastic opportunity for local businesses to utilise leaflet advertising, especially as Google searches on “Where to buy” and “near me” have grown by over 200% in the past two years. Consumers are looking to buy local, and businesses can promote themselves through local leaflet advertising.
Leaflet advertising attention and engagement
Have you ever wondered what the average customer’s interaction time with is with leaflet drops? You will be amazed to know that door-drop leaflet advertising has an average interaction time of 62 seconds. But here's the best part: they grab more attention at half the cost of digital channels, such as digital ads or TV.
JICMail uncovered how much attention and engagement consumers gave to door-drop leaflet advertising, using video analytics and automatic coding to measure home interaction. Interestingly, the difference between the self-reported and observed data for leaflet door drops was incredibly small, just a mere 7-second difference. But it doesn't end there.
It turns out these potent marketing tools leave their mark on the digital landscape as well. Leaflets spark online searches, driving visits to your website, thus further increasing the time your business spends in the minds of your potential customers.
In the context of findings like these, advertisers are allocating more of their budgets towards traditional marketing methods like leaflet advertising. As per the IPA's latest Q1 2024 report, notable shifts were observed in various advertising channels. While areas such as TV (-0.7%), out of home (-10.8%), and audio (-4.5%) experienced contractions, letterbox advertising saw a remarkable increase of 7%. To summarise, you could achieve:
- Average Interaction time of 62 seconds across 28 days
- 2x as attention efficient as TV & Display Ads
- Costs that are only half of what you would typically spend on digital channels like TV.
How good are leaflet response rates: the stats
Leaflet distribution has been a popular marketing method for years, but some people still ask "is leaflet distribution effective?". Studies by DMA and JICMAIL show how leaflet distribution successfully reaches customers and boosts sales. Some key facts that highlight its effectiveness include:
1. Wide Reach: 79% of people either keep, pass on to a friend, or at least glance at a leaflet they receive.
2. High Visibility: 78% of consumers look at door drops, and 23% read them fully. For direct mail, 79% glance and 32% read them properly.
3. Valuable Coupons: Leaflets with money-off coupons or in-store deals are kept by 33% of potential customers.
4. Increasing Web Traffic: Door drops that drive web visits are growing by 50% year-on-year.
5. Cost-Effective: Leaflets grab attention twice as effectively as digital ads and do so at half the cost.
6. Prompting Action: 48% of consumers visit the advertised shop, ask for more information, or buy a product after getting a leaflet.
7. Long-Lasting Impact: 38% of flyers are kept for at least a few days, and 13% are kept for over a week. Money-off flyers are 50% more likely to be kept for at least a week.
900 new customers: Modern Milkman’s leafletdrop campaign
A fantastic example of a successful leaflet campaign with a great response rate is from Modern Milkman. Modern Milkman started as a group of friends running their own local milk round before expanding to a network of milkmen and women, connecting regional dairies and their communities. Modern Milkman used Leafletdrop to book a highly effective test campaign, securing over 900 new customers.
Is a leaflet distribution campaign worth it?
Of course, it is! A leaflet distribution campaign is a great way to promote a business and it’s simple to set up and share.
With Leafletdrop you can book a targeted campaign online in minutes. By using our smart targeting tool, you can locate the households more likely to respond to your campaign and we offer hassle free printing with plenty of leaflet styles and sizes to choose from. Then when it comes to circulating your campaign, we use reliable door to door leaflet distribution by Royal Mail. This means your leaflets are delivered alongside regular mail to households, ensuring they stand out without any competing leaflets.
Leafletdrop can assist your business from start to finish and is already helping businesses like yours spread their message and find new customers effortlessly through our leaflet delivery services. No matter your business' size or sector, Leafletdrop gives you access to over 30 million homes in the UK. Sign up with Leafletdrop and create your first campaign today.
How to make leaflet campaigns effective?
Now, the most important question is how do you make your leaflet distribution effective? Here are a few ways to ensure your leaflet campaign achieves its goals:
1. Target your audience carefully: Choosing the right audience for your leaflet distribution is crucial for a successful campaign. Sending out leaflets randomly means you won't know if you're reaching the right people or areas. Planning a targeted campaign turns your leaflets into a strategic marketing tool.
Our smart leaflet targeting tool helps you pinpoint the best areas to reach your ideal customers. With Leafletdrop, your leaflets go directly into the hands of your target audience, not the recycling bin.
2. Keep your budget in check: While you want a successful campaign, it's important to stick to your budget. Setting a budget upfront is essential for planning any leaflet campaign, big or small. Overspending can impact other areas of your business negatively.
You can use Leafletdrop's free online calculator to estimate your budget and plan accordingly.
3. Go for a multi-drop strategy: Using a Multi-Drop Strategy can enhance your brand presence and maximise your leaflet's impact. Delivering multiple leaflets over time can increase engagement and response rates. After analysing data from your first drop, you can adjust your messaging to strengthen your brand identity.
4. Strategise your leaflet design: Designing your leaflet strategically is key to making a lasting impression. Given that 92% of people read door drops delivered by Royal Mail, it's crucial that your design and messaging are clear, compelling, and distinctive to stand out effectively.
5. Choose professional leaflet printing: Don't overlook the importance of high-quality printing for your leaflets. Poorly printed leaflets can appear unprofessional and reflect poorly on your business.
Leafletdrop offers a range of sizes and finishes, from A6 to DL, with paper weights from 90GSM to 250GSM—all FSC certified. Our certified B-Corp print partner ensures top-quality printing at the best prices.
6. Select the right distribution partner: When choosing who will distribute your leaflets, consider your options carefully. While local distributors may offer cost-effectiveness, they often cannot guarantee targeted delivery. In contrast, Royal Mail’s door-to-door distribution ensures your leaflets are delivered alongside household's usual post, without any competing leaflets.
These strategies will help you get the most out of your leaflet campaigns, making sure your marketing efforts bring measurable results and help your business grow.
To dive deeper into how you can measure your campaign's success, check out our blog article ‘Measuring the Success of a Leaflet Advertising Campaign’.
In summary
To make sure your leaflet campaign hits the mark, it's all about smart planning from start to finish. At Leafletdrop, we've delivered over 350 million leaflets and helped over 2400 businesses nail their leaflet advertising. From planning your leaflet distribution to providing customised solutions that boost sales, create impact, and build connections with your audience, we handle it all.
When you book your campaign with us, we take care of everything from printing to logistics and reliable Royal Mail distributions. Getting started is easy - simply sign up for free today. If you have any questions along the way, feel free to reach out to us at 01628 816611 or leafletdrop@whistl.co.uk. We're here to ensure your leaflet advertising journey is smooth and successful.
