The latest DMA and JICMAIL Door Drop Report 2025 paints a positive picture for the channel, showing clear growth in both spend and volume. Marketers are re-engaging with Door Drops for their proven reach, strong ROI, and reliable targeting capabilities, especially as digital costs rise and consumer attention becomes harder to earn.
JICMAIL’s data highlights key shifts across spend, sectors, format, and audience, revealing how brands are using the channel more strategically than ever.
Renewed confidence and rising investment
After a period of market uncertainty, advertiser confidence in Door Drops has strengthened. Spend and volume have both increased, signalling that brands are once again turning to the channel to attract new customers and build awareness.
As inflationary pressures ease, marketers are balancing budgets by investing in media that demonstrate clear payback. With measurable engagement and transparent reporting through JICMAIL, Door Drops are standing out as a dependable choice for acquisition-led activity.
More brands than ever are using them
Nielsen Ad Intel, endorsed by JICMAIL, reports that 8,564 advertisers used Door Drops, representing 16% of all UK advertisers. From national retailers and supermarkets to local trades and charities, more brands are turning to Door Drops for efficient reach and local targeting.
Retail, local trades and supermarkets lead the way
Three sectors continue to dominate the doormat, supermarkets, retail, and local tradespeople, accounting for nearly half of all Door Drop volumes. For retailers and grocers, geo-targeting offers a cost-effective way to drive footfall and awareness in specific catchment areas.
JICMAIL’s “Mail: The Super Touchpoint” study also highlights strong performance from local service businesses, where Door Drops remain one of the most trusted and effective ways to generate response within the community.
Acquisition driving cross-sector growth
As consumer confidence improves, more brands are using Door Drops to prospect for new customers. Categories such as travel, charity, and utilities have increased investment, recognising that print can play a powerful role in rebalancing the marketing mix.
Door Drops provide a tangible way to reach households that may be beyond the reach of digital channels, building awareness and trust while driving measurable response.
Formats are evolving, and sustainability is improving
JICMAIL data shows a continued shift towards lighter-weight formats, with leaflets now making up nearly nine in ten Door Drops. This move not only supports cost efficiency but also enhances the environmental credentials of the channel.
Print sustainability initiatives such as Ad Net Zero and PrintGreen are further supporting this shift, as brands look to demonstrate responsibility in both production and distribution.
Standing out in the home
While the average person receives around 20 marketing emails a day, households now receive just over two Door Drops per week, giving advertisers a much clearer space to be seen and remembered.
Door Drops don’t just land, they linger. With creative flexibility and tactile impact, they drive attention and action in ways that digital channels often struggle to match. JICMAIL data shows that this visibility, combined with strong engagement rates, continues to be a core driver of growth.
In summary
JICMAIL’s findings show that Door Drops are enjoying a strong period of growth, with brands rediscovering their value as a powerful acquisition and brand-building tool. The channel’s ability to target precisely, engage deeply, and perform sustainably makes it one of the most resilient parts of the marketing mix.
In a landscape where attention is fragmented and trust is earned through experience, the doormat is once again proving its worth.
