So how effective is a leaflet when it drops through your customer’s door?  The Direct Marketing Association represents our industry and conducts extensive research every year. 

• As many as 79% of recipients keep, pass on or glance at door drop marketing material; 38% keep it for at least a few days, whilst 13% retain it for a week or more.
• 71% of those questioned said they found free samples delivered through their letterbox useful; 66% said the same of supermarket offers, 62% of money-off coupons and 47% of new product leaflets.
• DMA research shows that consumers generally find promotional material delivered through their letterbox approximately 10% more useful than they did in 1995.
• Even among those who, in research, initially claimed to reject door drop marketing, 52-63% still said that the material was useful.
• 79% of people keep, pass on, read or glanced at door drops - same as direct mail.
• 38% of door drop material is kept for at least a few days and 13% is kept for a week or more.
• 48% of consumers had either visited a shop, sent for information, or bought a product having received promotional material through their letterbox.
• 48% of consumers responded to door drop marketing material compared to 47% for direct marketing, 47% for television and 60% for press advertising.

Source: www.dma.org.uk