A doordrop publication is nowadays a channel for offline reach and online reach. But creating a publication to distribute it online and offline is hard. Although the actual content is the same, the reading experience is different. We created 5 rules to keep in mind when creating your offline doordrop.
Format of the publication
Choosing the right format is key. The online doordrop will be read on different devices, varying between desktop, mobile and tablet screen sizes. Ideally you learn from your statistics which device is leading with your audience. The rectangle shape is best suitable for mobile devices, while a square format works well on tablet or desktop.
More or less pages
Choosing the amount of pages is a big deal. From a cost perspective this is a big deal with regards to the physical publication. From an online point of view the amount of pages is less important. From our benchmarks we know that a publication with 30 pages has a drop-off rate of about 50%. So half of your readers read a 30-page doordrop until the end. Having a physical publication with less pages gives you the ability to add online pages and show dedicated online offers.
Avoid too much text
Although you want readers to know everything there is to know about the offers you publish, keep in mind that the online publication will not be as reader friendly. The online doordrop has all kinds of abilities to show more content of the offer. For a high CTR in your online doordrop we recommend replacing text with a clear call-to-action button next to your offer.
📖📖📖 Keep the center of your spread clean
From a design perspective it is very tempting to use a spread that flows from the one to the other. Designing an online doordrop means you have to pay attention to your mobile readers as well. The spread will be cut into two seperate pages on a mobile device. This real estate can be better used for a cleaner offer grid instead, to ensure a higher CTR of your mobile readers.
👍👍👍 A thumb friendly grid
We already mentioned mobile and tablet readers. Navigating the online doordrop with your thumb is vastly different then with a mouse on desktops or laptops. A thumb-friendly grid means that the product image, product text, product price and discount are located near each other. But foremost different offers do not interfere with each other and are nicely situated next to each other.