7 leaflet distribution tips for maximum response featured image

7 Leaflet Distribution Tips For Maximum Response


Leaflet distribution tips aimed squarely at upping your response rates. Our most popular services here at Clearcut Derby are flyer printing and door drop campaigns. Over the last ten years, we’ve researched and analysed what works and what doesn’t. If steering clear of the zero-response club is high on your agenda, read on.

Leaflet distribution tips to give your campaign the best possible chance of success.

In this article, we’ll cover the seven essential steps to get right when planning and executing your flyer or leaflet marketing:

  • Research
  • Planning
  • Content & Offer
  • Artwork Design
  • Print
  • GPS Tracked Distribution
  • Evaluate & Repeat

What exactly does leaflet distribution involve?

Leaflet distribution is the general term for a marketing campaign that involves designing, printing and distributing flyers or folded leaflets. The goal is usually to increase sales, brand awareness, or simply to communicate a message (political newsletters etc.).

More often than not, it’s a flyer (single sheet A6 or A5, no folds) being delivered rather than a leaflet (A4 folded to A5 etc.).

The distribution could be to either businesses or, more commonly, residential properties. Here in Derby and Burton-on-Trent, it’s only residential that we offer. This is by far the most popular option.

Does it work?

Does leaflet distribution work? Honestly, not for everyone. Those who do see results usually apply the vast majority of the following steps.

Leaflet distribution remains the number one alternative to online advertising and digital marketing. It allows you to cut through the noise of the internet easily, but only if you get it right. Cue the leaflet distribution tips!

Let’s get started!

Leaflet Distribution Tips

1. Research

Never assume a campaign for your business will or won’t work. Without thorough research, how do you know?

Here’s a rundown of the businesses and organisations we work with the most, on a repeat basis in Derby and Nottingham.

  • Political Parties
  • Councils
  • Schools & Nurseries
  • Salons
  • Events
  • Derbyshire Police
  • Gyms, Health & Fitness Clubs
  • Dentists
  • Takeaways
  • Recruitments Agencies
  • Planning Permission Companies
  • Estate Agents
  • Cleaners
  • Pharmacies
  • Amusements Arcades
  • Mobile Massage Services
  • Care Homes / At-Home Care
  • Funeral Directors
  • Carpet Shops & Fitters
  • Broadband Companies
  • Home Insulation
  • Driveways

On the list? Happy days! It’s already working for other businesses just like yours. It could work for you too.

Not on the list? Depending on your business sector and your marketing goal, it may be worth testing the waters. Additionally, it’s a good idea to ask an expert.

If you’re undecided, feel free to fire over some questions. I’m always happy to provide free and, most importantly, honest advice.

2. Planning & Consultation

The next stage of any distribution campaign involves planning (and plenty of it). For instance, You’ll need to know how many properties are in your chosen areas or postcodes.

Area maps, house counts, and terms and conditions should be available during the initial consultation.

Discuss in detail where and when your flyers or leaflets will be delivered. Set out any expectations or concerns with your distribution company.

If you’ve done your research and are working with the right company, they’ll be experts at what they do. Don’t be afraid to ask for advice.

You may also want to consider the average distribution number. This is currently 8 thousand properties per job. So anywhere between five and ten thousand is usually a good starting point.

3. Content & Offer

Coupled with step two, planning the content and offer on your flyer is equally essential. The more text there is, the less likely it is to be read.

Here’s what text needs to be on there:

  • Who you are
  • A headline / what you do
  • A special offer or discount
  • A call to action
  • Social proof – Testimonial or Google rating etc

That’s it. The less text, the better. Furthermore, how it’s all put together visually plays a considerable role in the number of people who’ll notice your flyer. Which leads nicely on to…

4. Artwork Design

If you take away only one of these leaflet distribution tips, make it this one. I’d go so far as to say this step can make or break the success of your campaign.

How your flyer or leaflet looks is everything. You’ve got seconds, even milliseconds, to make the right first impression.

Lots of our clients here in Derby and Nottingham design their own artwork. Some are graphic designers; some are not. I’m all for a bit of DIY action in business; however, if you’re not experienced with graphic design or the right tools, it may reflect on your finished flyer.

Either way, run it by a professional or let them handle the artwork if the budget allows. They’ll have the industry-standard tools and be able to set the file up ready for printing.

Your leaflet or flyer is a representation of your entire business. Therefore, ensure it looks as good as it possibly can.

5. Print

With all the above steps in place, it’s time to move on to leaflet printing—another vital step to get right.

As with everything, the cheapest option is rarely the best option. Printing on thin paper stocks to keep costs down will only end badly.

The minimum paper thickness that we recommend for door drops is 170gsm. Most of these will go through the letterbox without getting too crumpled. But, again, if the budget allows, 300gsm is ideal.

Discuss paper stocks, sizes and options with your printer. If you want to stand out, you can also add fancy finishes such as foiling, rounded corners or soft-touch lamination.

Always design for and print on both sides. A flyer with one blank side will often reduce your response rates.

Bonus tip! A5 is the most popular size option, but A6 provides just as much impact with half as much paper, massively reducing your print costs.

6. GPS-Tracked Distribution

Before even starting step one in this list, finding a reliable leaflet distribution is paramount. Ensure that they offer GPS tracking, have ratings, reviews and are providing the essential information that you need to plan the campaign.

As the distribution takes place, it should always be tracked. This tracking should then be available for you to view or download.

Don’t be afraid to ask for examples. I’ve seen some companies that provide barely legible tracking. You need to be able to see exactly where was covered, as per the example below:

7. Evaluate & Repeat

Last up, it’s essential to measure the success of your campaign. How? Referring back to step 3: The special offer or discount.

This provides a quick and easy way to track the responses to your flyer or leaflet. Most of the time, it’s worded as £x amount off with flyer or mention flyer for x% discount.

Think introductory offers. Free trials. Discounted membership or even as one pub in Ripley opted for, a free drink voucher. You can imagine how many additional customers this got them. Most stayed for more (paid) drinks or food.

Repeat drops – Our most successful clients in Derby and Nottingham make use of repeat drops. Why? Often a potential customer will need to see your marketing message several times before contacting you.

An estate agent we’re working with recently had the highest number of responses on their third drop in the same area.

There’s a reason why you get so many Dominoes menus through your door all of the time. Repeat drops work!

Leaflet distribution tips – Conclusion

Flyer and leaflet printing and distribution campaigns are still popular marketing channels for many businesses.

The simple reason for this is that it works. When done right, it’s the perfect way to cut through the crowded online marketplace.

To give your campaign the best possible chance of success, research, plan and execute around these seven essential steps:

  • Research
  • Planning
  • Content & Offer
  • Artwork Design
  • Print
  • GPS Tracked Distribution
  • Evaluate & Repeat
mike hindle emoji

Thanks for reading!

Mike Hindle – Founder & Owner
Clearcut Derby

High-impact leaflet distribution campaigns in Derby, Derbyshire, Burton-on-Trent & Staffordshire.