Improved targeting driving efficiencies in door drop sector
|01 Oct 2012 11:22 BST||Back|
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New research from the Direct Marketing Association (DMA) reveals that UK door drop volumes fell by 11.8% from 7.9 billion in 2012 to 6.9 billion in 2011.
The report cites improvements in efficiency as the primary cause of contraction of door drop volumes, as marketers reduce their marketing costs and enhance their use of client data and targeting techniques to increase accuracy and minimise excess volumes.
Economic factors, such as the continued sales downturn in the retail and financial services sectors, as well as increased proportion of marketing spend on digital channels, are also named as causes of the decline in door drop volumes.
Expenditure on door drops remains steady, however, with a decrease between 2010 and 2011 of just 1.4%.
Mark Young, chief executive of The Leaflet Company, and chair of the DMA Door Drops Committee, commented:
“The research demonstrates that the door drops sector is continuing to benefit from improvements in targeting techniques. Even though volumes are declining, expenditure on the medium remains high, showing that marketers and consumers alike view door drops as a valuable method of communication. The future for the medium is bright as I expect to see a significant increase in marketers using door drops in conjunction with online channels to create highly innovative integrated campaigns."
Read the DMA's latest Annual Door Drop Report.
Tristan Garrick, DMA PR manager
Tel 020 7291 3315