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Door drop engagement remains strong


Once through the letter box, the average door drop is seen by 1.05 people in the home and interacted with about 3 times per item (2.80 on average) – according to the latest research infographic from the DMA.


T


he latest insights from JICMAIL show that despite the slight


reduction in the number of items households are receiving, the reach and frequency for these mail items remain strong. The reach, that’s the number of people in a household who have been exposed to the door drop, is 1.05 – meaning for every 100 items sent 105 people are actually reached. While frequency, the number of times a door drop has been


interacted with, is almost three times per item (2.80).


The immediate action for almost two-thirds of people (65 per cent) when they receive a door drop is to read/look/ glance at it right away. The average lifespan of a door drop is 5.6 days, although for some sectors this can go beyond the 28 days that JICMAIL tracks items in the home too.


Tim Bond, Head of Insight at the DMA, said “Whether


Continues overleaf >


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