What is "The·" Response rate from leaflet distribution?

The question of what the response rate from leaflet distribution should be, should be one of the most common questions received from potential and existing customers. Putting this question into the context is like asking a gym instructor, “How much weight do you lose by attending a gym?” There are many factors that determine how much weight you can lose, and the same applies to your response rate from door-to-door distribution. The following few paragraphs will help explain how to maximize your response rate.

What do you say about statistics?

The Direct Marketing Association (DMA) has conducted an extensive survey to provide good ideas on what to expect from flyer distribution campaigns. “The important finding is that 89% of consumers remember receiving door drop emails. Other marketing channels. And 45% put leaflets in pinboards and kitchen drawers. It has a powerful place in people’s lives. ”This is great news! However, the average response rate is about 1%. So the question is why people don’t respond and, more importantly, how can they be motivated.

Which industry will benefit most from leaflet distribution?

According to a DMA article, the retail sector is the most successful, with 9 in 10 people willing to receive retail-based unaddressed emails. This was followed by FMCG brands, restaurants and local services. In our experience, the largest majority of clients that repeat very regularly due to their high ROI are realtors, gyms and garages (car sales showrooms such as Perry’s Mazda).

Which will win, the new business or the established brand?

Imagine two companies in the same industry deciding to invest in door-to-door sales. Who receives the higher response? If you receive another flyer from DFS Sofa and Mr. Sofa, which one is more likely to react to, both with 50% off Boxing Day sale and a nice sofa image starting at £ 399? Even if Sofas had a better offer and a better starting price, I’ve never heard of Sofas (probably because I made it!), So I know and trust the brand, so Will go to DFS rather than Sofas.

How many people will respond to your flyer?

For this, let’s stick to the sofa example. If I receive a leaflet from the established brand DFS and then receive a leaflet from the established brand Domino’s Pizza again, will the response rates be the same? number! How many times do you buy pizza compared to the sofa? The point here is to focus on the potential value of each converted lead, not the percentage of response rate. Domino needs DFS to sell far more pizza than sofas to see the revenue from the distribution.

But I’m not an established brand, is leaflet distribution useless to me?

Absolutely not. There are several reasons. If you have a local business looking for local customs, I can’t think of a better solution for local promotion than handbill distribution. So why do people react when they haven’t heard of you? They are not necessarily the first view, but returning to the analogy of attending the gym, handbill distribution is not a one-hit wonder. Going to the gym is just like going to the gym doesn’t work. Flyer distribution works best when treated as a long-term campaign that is repeated to the same people with a professionally planned strategy. This is the same whether you are an established brand, a new business, or a small business that is expanding.

What is a campaign-based approach?

This is an essential factor in ensuring a return on investment. People don’t tend to react to anything in the first view, they have to look at it many times, it’s known as drip effect marketing. You need to plan a long-term campaign that is tailored to your budget. This allows the flyer to be a working flyer and regularly target the right audience.

How much impact does the flyer design have?

A lot! For example, if you have a real estate agent and send a leaflet with a boring image of your office, write something like “We are a real estate agent, we sell or rent a house.” If so, send 100,000 to the same audience on a regular basis. But if you just have a headline like “Are you thinking of selling this summer?” Following the subheadlines, “We will offer a free rating in your area this week”, call for action, “Call us today … and book a free rating”, and be happy Exciting Home Image When a family accepts it, your response rate will be completely different. Why is this? Instead of talking about your boring business, you need to relate your business to recipients and give them a strong reason to respond. Practical design is essential.