Why leaflets stand out as a super touchpoint

When was the last time you actually remembered a digital ad, you scrolled past?  Most of us see over 4,000 digital ads a day and forget them almost instantly.

Now, think about getting something through the post. You can’t just scroll past it; it’s right there in your hands. In fact it feels personal and real. Studies show people spend twice as long looking at physical leaflet compared to digital ads. And they’re way more likely to remember it too.

Whether it’s Direct Mail or Doordrops, there’s just something about holding a message that makes it stick. Plus, it works for everyone, from big-name brands to your local coffee shop down the road.

Recently, JICMAIL shared some eye-opening insights into why letterbox advertising is such a powerful way to grab attention, build relationships, and spark conversations. And in this blog, we’re going to break it all down for you. 

What is a super touchpoint?

A Super Touchpoint is basically a marketing channel that stands out by connecting with people on a deeper level. It grabs attention, sparks emotions, and delivers messages in a way that sticks, whether through clever creative insights or smart audience targeting. 

And while any channel can be a Super Touchpoint, JICMAIL has been digging into why letterbox advertising is especially powerful in this space.

After tracking eight years’ worth of mail data from 1,100 UK households, plus campaign benchmarks from its Response Rate Tracker and fresh circulation data from Nielsen, the evidence is clear – leaflets have a unique ability to capture attention, tell a brand’s story, and get people to act.

1. Leaflets attract consumer attention

Unlike digital ads that you can scroll past in seconds, leaflet shows up physically, right in your hands. That tactile experience naturally grabs your focus. Plus, the print format means no pop-ups, no distraction. And when paired with eye-catching design or clever creative ideas, it has the power to create real emotional connections.

Here are a few key reasons that show why leaflets stand out:

1. High Engagement Rates: Doordrops get an impressive 80% engagement rate.
2. More time with your message: On average, people spend 55 seconds reading a doordrop, way more than the few seconds they spend on most ads.
3. Built-in Privacy: Unlike digital ads, leaflet doesn’t track your online behaviour, which helps build trust, especially with younger audiences who value privacy.
4. Reach the Right People: With access to nearly 30 million UK households, a leaflet  can be tailored to specific individuals, households, or even postcodes.
5. More Attention, Less Noise: Doordrops get 3-5 times more attention than other channels, making them hard to ignore.

2. Leaflets build stronger customer relationships

According to JICMAIL’s Response Rate Tracker, keeping existing customers is five times more cost-effective than finding new ones. With high interaction rates and a longer shelf life, leaflets help businesses stay top of mind.

Here’s why they’re so effective:

• Boosting sales and ROI: Leaflet campaigns deliver impressive returns, with an average ROI of £2.60.
• Driving online and in-store visits: A well-designed leaflet can prompt people to visit your website, check their accounts, or head to your store.
• Tailored messaging that connects: With options for personalised content and advanced targeting, leaflets feel more relevant, making recipients more likely to engage.

3. Leaflets spark conversations at home

Leaflets have a way of sticking around and getting people talking. Whether it's a leaflet on the kitchen table or pinned to the fridge, they often become part of everyday conversations among family members and housemates.

According to JICMAIL’s data, mail is 2.5 times more likely to spark a conversation than to lead to a purchase.

Here’s why that matters:

1. Conversation starters: Prompting discussions is the number one action people take after receiving leaflet.
2. Where it lands matters: The spot where a leaflet is placed at home affects how much attention it gets, from coffee tables to countertops.
3. Amplifying through word-of-mouth: By sparking conversations, leaflets help spread your message naturally, turning recipients into brand advocates.

In other words, leaflets don’t just get noticed, they get people talking, helping your message travel even further.

Why letterbox advertising works for businesses big and small

From global brands like P&G, Unilever, and Tesco to local businesses looking to connect with their communities, leaflet advertising works for everyone. Big brands benefit from reaching more people and building stronger customer loyalty, while smaller businesses thrive by using geo-targeting to engage with local audiences.

Here’s what JICMAIL’s data shows about why letterbox advertising is so effective:

• More Purchases: Large brands see a 35% boost in purchases.
• Higher Voucher Redemptions: 9.4% of recipients use vouchers, triple the average redemption rate of 3.1%.
• Longer Shelf Life: Leaflets stick around, for an average of 8.01 days, keeping your brand top of mind.

Big brand spenders enjoy higher engagement and effectiveness

And it works for smaller companies too. The effectiveness of leaflets for local tradespeople is on an upward trajectory

And it’s not just businesses saying leaflets work, the data backs it up. According to Nielsen Ad Intel, there was a 9% increase in advertisers using mail in the first half of 2024. Plus, the DMA’s Value of Creativity report highlights that tactile channels like mail deliver both quick wins, like sales and bookings, and long-term benefits for brand building.

Final thoughts

As a tactile medium that respects privacy and sparks real-world conversations, leaflets stand out as a Super Touchpoint. Whether you’re aiming to attract new customers, build relationships, or spark meaningful conversations, leaflets deliver measurable results. Their unique ability to capture attention and engage audiences sets them apart, making them a powerful tool for businesses of all sizes, from SMEs to enterprises.

How can Leafletdrop help?

Over the years, Leafletdrop has helped countless businesses, from small shops to large retailers, boost their sales.

With our easy-to-use online campaign builder, your leaflet campaign can be up and running in just a few simple steps.

1. Quick Setup: Build a leaflet campaign in just 5 minutes.
2. Smart Targeting: Find the best postcodes where your ideal audience live.
3. Instant Pricing: See your price update as you build your campaign, so you can stay on top of your budget.

You can lean on us as much as you wish, we can do it all for you. From professional design services (starting from £200) to industry leading print service & distribution, we can take on all the complexity of dealing with printers and Royal Mail. We work with Royal Mail to distribute your leaflets, so they always land in the right hands, not lost among your competitors' leaflets.

Sign up for free to get started on your first campaign. Alternatively, if you have any questions, you can reach out to us at 01628 816611 or leafletdrop@whistl.co.uk.