How to measure leaflet response rates properly
Print gets accused of being unmeasurable, usually by people who never set up the measurement. With a few decisions made before the drop, a leaflet campaign can be tracked as tightly as a paid ad.
Decide what counts as a response
A response is not a sale. Count enquiries first: calls, form submissions, WhatsApp messages, walk-ins. Then track how many of those converted, so you have both a response rate and a conversion rate rather than one blurred number.
Four tracking methods that work on paper
Each has a weakness, so use at least two. People forget code words, and some callers withhold numbers, but together these methods catch most of the picture.
- A dedicated phone number used only on the leaflet
- A code word staff ask for at the point of enquiry
- A campaign-specific short URL or landing page
- A physical voucher or tear-off that must be presented
Working out the numbers
Response rate is enquiries divided by leaflets delivered. Cost per enquiry is total campaign cost divided by enquiries. Cost per customer is total cost divided by converted customers. The last one is the only figure worth comparing across channels.
Read the result honestly
Look at the delayed tail as well as the first week, check whether one postcode sector outperformed the rest, and separate the effect of the offer from the effect of the area. That is how a second campaign gets better rather than just bigger.
Frequently asked
What response rate should I expect?
It varies enormously by sector, offer and area, so we do not quote a headline figure. Measure your own baseline on a first test and improve against it.
Do people keep leaflets?
Useful ones, yes - menus, service cards and anything with a fridge-worthy phone number. That is why response arrives over weeks rather than days.
How does GPS tracking help measurement?
It confirms the delivery half of the equation. If you know exactly which streets were covered, you can attribute enquiries by postcode with confidence.
Want a campaign you can actually measure?
We will help you set the tracking up before the drop, not after it.