Royal Mail defends value of door drops

[TrueBlueTerrier]

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Consumers are most receptive to unaddressed door drops from the retail sector than any other business, according to a Royal Mail study.

The study into attitudes to door drops, by Freshminds Research, found 90% of the poll are happy to receive unaddressed mail from retailers with 81% saying that the preferred frequency is twice a month.

FMCG brands are the next most popular sector to use the channel with 74% of respondents happy with a twice a month mailing.

The research also highlights that unaddressed mail achieves cut-through with 89% of consumers remembering receiving a door drop in the previous two weeks.


Unaddressed mail came under fire last month in a Panorama programme taking the direct mail industry to task.

Royal Mail head of strategy, marketing and sales for door to door Philip Ricketts said that the research backed up the appeal of door drops as "a physical and tactile media".

He adds: "Certain kinds of door drops, particularly those advertising discounts at local supermarkets, are regularly anticipated, retained and used by consumers."

The online survey questioned 2,008 nationally representative adults from across the UK and was underpinned with a qualitative telephone interview with 27 respondents.

Royal Mail Door to Door recently introduced digital watermarking technology. A digital watermark can be embedded into pictures on leaflets and mailings, enabling marketers to integrate their print and online material without the need for barcodes or QR codes.

The initiative allows people to link from their post to a company's online content, such as a website, video or Facebook page. People receiving the digitally-enhanced post scan the mail with their 3G phone to interact.

[blackadder]

who are these 2008 adults ?? did they go down to the local grave yard and said in a load voice " who dont want door to doors . ok joking there but my public wouldnt mind if i burnt the lot in a bin in the middle of their road. they dont want them, i dont want them and you can shove the 20 quid

[Grinder64]

"Lies, damn lies and statistics": the words 'Royal Mail study' is all you need to know . In truth it's keeping those folks running around emptying the domestic recycling bins busy, I hear Swindon WBC isn't exactly bursting at the seams right now...

[viking]

WHAT! this means that approx.95% of my customers must be lying to me about not wanting the d2ds, as the usual comment is "Oh not more of those bl..dy leaflets, they just go straight in the bin"

[DGP1]

Truthfully, my wife ALWAYS reads the D2Ds that get delivered, she has on occasion seen something she liked/wanted so, people do read them even if they don't think they do.

[fishtank]

Truthfully, my wife ALWAYS reads the D2Ds that get delivered, she has on occasion seen something she liked/wanted so, people do read them even if they don't think they do.

I read them....not properly read but i'll have a quick flick through especially if it's a menu.
Half of the crap we deliver is advertising of some sort...i don't see the difference with D2D.

[Lincox]

Many jobs are dependant on it, including ours.It obviously works for the advertisers. They do not throw money away for nothing in return.

[Edward Hunter]

got to say the d2ds on my walk are currently running at 1 or 2 a week, not what RM expected.

[Stormproof]

The study into attitudes to door drops, by Freshminds Research, found 90% of the poll are happy to receive unaddressed mail from retailers with 81% saying that the preferred frequency is twice a month.

I've had 4 every week for the past month.....I'd be happy if it was only 2 a month but we all know thats not going to happen. I love delivering Cable TV shite to areas that don't have cable