Door Drops and Partially Addressed Mail
What is a Door Drop?
In short, a door drop is a non-addressed item that is delivered to buildings or home addresses (either or both) within a specific geographical area that fits the profile for your target audience.
What is Partially Addressed Mail?
In short, partially addressed mail is an addressed advertising mail product that identifies customers using targeting options but without the use of personal data. It can be partially addressed to 'The Occupant/Homeowner' or to The Cinema Lover' for example, in essence, whatever you want to choose.
Want to learn more? Now let’s go into each one into a bit more detail…
Door Drops
Door drops are printed items like leaflets, flyers and brochures. Your material can be beautifully designed with a compelling message, but if you don’t reach the right people it could fail.
We can target potential customers in many ways and reduce wastage by targeting the right kind of people.
There are several ways to target the best households for your activity. Here are a few of the most popular strategies used for door drops:
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DISTANCE - Reach only those people who are within a certain radius of your business.
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LOCATION - You may know the area well and know which particular districts you want to target. If you want people who live in certain houses or areas, postcode mapping will allow you to select those places. You can target your audience using location, road or postcode but you need to drop to an entire postcode sector each time.
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DEMOGRAPHICS – You can target by Age, Household Structure (i.e. married, single, number of children etc.), Wealth/Prosperity, Property Type (e.g. semi, bungalow, terrace etc.).
Here are some of the typical uses of door drops that can be adapted to your local area or used on a national basis:
• Advertise products and services
• Trial a new product or service
• Drive web traffic
• Drive people in store
• Promote a local event
• Highlight seasonal sales and promotions
• Build cost-effective brand awareness
• Broadcast public information messages
• Acquire new customers
This video from Royal Mail MarketReach explains Door Drops further. Take a look below.
https://www.youtube.com/watch?v=Gv6yUcPG0AI
If you have any further questions on door drops or would like to find more, please email us at sales@bpdm.uk and we would be happy to discuss further.
Partially Addressed Mail
Partially Addressed Mail uses data sources like geo-demographics to identify postcodes and households with potential prospects, without requiring personal data.
It works by sending mailings to groups of relevant households instead of individual prospects. You can top up postcodes in areas where you already have existing customers or find postcodes with similar potential customers.
The mailing can be addressed to relevant titles like ‘Holiday Lover’, ‘The Occupier’ or ‘Party Animal’, along with the recipient’s address, helping Partially Addressed Mail to stand out and drive engagement.
How does it work?
There are two methods of targeting – ‘topping up’ and ‘lookalikes’ and both are done by using your existing target database and customer database for analysis. Ideally, you’ll use both. You can ‘top up’ postcodes that are already rich in existing customers, by targeting new potential customers in the same postcode area. You can find ‘lookalike’ postcodes by using geo-demographic targeting software to find new postcodes that are similar to the ones you already have. Combining both methods will give you great coverage of potential customers, helping to make your campaign successful.
If you have any further questions on partially addressed mail or would like to find more, please email us at sales@bpdm.uk and we would be happy to discuss further.
