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Royal Mail

Door drops rated as 'most trusted' form of communication survey claims

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By The Drum Team, Editorial

November 21, 2011 | 1 min read

Doors drops have been found to be the most trusted form of communication according to a new study.

Conducted by FreshMinds, the study found that 43% of consumers trusted wither a door drop leaflet or voucher over any other medium, closely followed by a radio advert at 40%. Only 7% were found to have confidence in unsolicited emails, while 5% trusts online pop-ups.

Philip Ricketts, Royal Mail’s head of strategy, sales and marketing for Door to Door, said: “If brands want to sell successfully, engendering trust with consumers is vital and this research demonstrates that door drops are good at that.

“What’s clear is that consumers are still nervous by the ‘virtual’ nature of online when it comes to trust, particularly when receiving and redeeming vouchers.”

Royal Mail is set to offer its Door-to-Door service across Christmas for the second year, which allows advertisers to deliver door drops throughout the Christmas period.

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