Austerity heralds a revival of the door-drop leaflet

Far from being archaic, unaddressed leafleting’s high response rates, strong stand-out factor and low costs have seen the channel gain a surge in interest.

Unaddressed mail is viewed by many in the marketing world as an archaic communication tool that lags behind the creativity and effectiveness of other, more modern channels, especially digital ones.

Consumer groups, too, have condemned brands that use the channel as irresponsible producers of junk mail that is, at best, glanced at before being consigned to the bin and, ultimately, landfill.

Despite such negative PR, though, use of the channel is on the rise - and not just among the usual supermarket and takeaway suspects using it as a tactical tool to promote short-term offers.

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