The Ultimate Guide to Leaflet Distribution Success in 2025

Welcome to the Ultimate Guide to Leaflet Distribution Success in 2025. Yikes! Where did the last year go?

Here in Nottingham, Leicester, and Derby, we monitor each campaign’s performance closely, identifying what works and especially, what doesn’t.

We’ve gathered all of the data, statistics and feedback to give your 2025 campaigns the best possible chance of success.

From avoiding scams to minimum print requirements and choosing the right delivery plans, let’s do this!

The Ultimate Guide to Leaflet Distribution Success

Being aware of the common best practices with leaflet distribution is your get out of jail (or the zero response club) free card.

Additionally, leaning into how other businesses have increased their response rates will provide plenty of fuel and focus for your own ROI.

Note – It’s important to realise that no single leaflet distribution tips article can cover all bases for all businesses. In particular, campaign requirements may sometimes change based on your service sector.

However, I’ve whittled it down to twelve of the most significant steps to address. Tick as many of these off as you can to dramatically increase your visibility and enquiries.

1. Fraud/Scam Warning

Firstly, a very clear warning. Fraud and scams are increasingly present in the world of leaflet distribution.

It’s not uncommon for a shady company to take your money, and either a) you won’t hear from them again or b) they’ll make out there was an issue with the tracking. 🚩

Either way, we all know that none of your flyers will have been delivered. Always do plenty of research. Check out their reviews, who they’ve worked with and, most importantly, how they come across when you’re dealing with them.

Another key point (that we often provide) is to ask for examples of the GPS tracking. Again, it’s not uncommon for companies to provide useless, unclear maps.

2. Will Leaflet Distribution Work For Your Business?

Secondly, in the ultimate guide to leaflet distribution success, it’s equally important to be aware of which sectors it works for. As a matter of fact, this is a fairly small group of businesses.

Here are the types of businesses and organisations using leaflet distribution on a regular basis:

• Political parties
• Local and parish councils
• Nurseries 
• Schools
• Dentists
• Local events
• Tourism services
• Recruitment campaigns
• Gyms and health clubs
• Takeaways and restaurants
• Estate agents
• Planning permission companies
• Pharmacies
• Taxi companies
• Supermarkets

List taken from – Does Leaflet Distribution Work?

As you can see, it’s a concise and somewhat niche list. If you’re on there, happy days. You’re good to go. These businesses are already bringing in a healthy ROI.

Conversely, if your business type isn’t on the list, feel free to call or email me, and I’ll let you know if we’ve previously worked on any similar campaigns.

Furthermore, we can discuss response rates and whether a distribution campaign would be worth your while. I’m always happy to provide clear, honest advice.

3. Choosing The Right Plan

Next up, being aware of the different available plans will help you choose the right one to increase your response.

In the UK, it will normally be:

• Shared (your flyer delivered with a mountain of other leaflets, often hidden inside a pizza menu)
• Solus+1 (your flyer delivered with a maximum of one other, non-competing business)
• Solus (your flyer delivered on its own)

Any campaign looking to maximise its visibility should certainly avoid a shared drop. Generally speaking, they can be cheaper, but that’s not a particularly good thing. More on pricing in step 9. 👇🏻

Solus and solus+1 plans shift the focus to your flyer or leaflet. Increased visibility, of course, gives your campaign a much higher response rate.

Here at Leaflet Lion, solus+1 is by far the most popular option. We don’t offer shared drops (for the above reason), and around 75% of businesses don’t require the full exclusivity of a solus plan.

Further Reading – What is Solus Leaflet Distribution?

4. Consider Average Distribution Numbers

In recent years, we’ve been tracking the average print and distribution number. This will help give you an idea of what other businesses are sending out, and help inform your own numbers.

Overall, it’s around 8’000 per job. Here’s the breakdown:

• 2024 Average – 7.4 thousand
• 2023 Average – 8 thousand
• 2022 – Average – 8.6 thousand
• 2021 Average – 7.6 thousand

Although these are based on the jobs we’ve worked on here at Leaflet Lion and Clearcut Derby, these averages could potentially be lower than a company with a 5k minimum order. Our current minimum is 1k.

Tip – Lots of distribution companies have a minimum quantity or order value. Check upon enquiry to make sure it aligns with your plans.

Either way, in light of the above numbers, you can plan your job accordingly. This will also often be based on your area requirements (ask us for house counts).

Further Reading – How Many Flyers Should I Print & Distribute?

5. Set Clear Objectives

A point often overlooked with leaflet distribution is setting your objectives. Before even thinking about the design, print and distribution stages, what do you want to achive from this campaign?

Nine times out of ten, this will be leads, enquiries, phone calls, emails, website or shop visits. With that said, knowing what you want people to do when they receive your flyer will ultimately direct the artwork for your flyer or leaflet.

Which leads nicely on to…

6. Artwork Optimised to Convert

Your flyer artwork is one of the most crucial stages to get right. First impressions count, right? Never more so than with print marketing.

Lots of our clients use Canva to create their designs. Brilliant tool. However, without the relevant experience and knowledge of what needs to be included, you run the risk of shuffling (head down) into the zero-response club.

Hire a professional graphic designer wherever possible. Otherwise, if you’re handling the artwork yourself, there are a few basic principles to keep in mind:

• Keep it visual (less text, more images)
• A big, bold, catchy headline
• A call to action
• A deal or offer (include to track responses)
• Social proof
• Link to your website
• Consistent branding

Another way to improve your chances of a higher ROI is to run your artwork by a professional before instructing the print to go ahead.

Further Reading – Flyer Design Tips

7. Backed up by Your Online Presence

Now then, here’s a common blooper that will usually render your campaign pointless. Flyer and leaflet distribution should always be backed up by your online presence.

It’s not a replacement for digital marketing; it’s an additional channel. Folks will usually want to Google you when they receive your flyer or leaflet. If they rock up to seeing you don’t exist online, you’ve most likely lost an enquiry.

It doesn’t need to be anything fancy to start with, but here are a few initial local SEO bits to set up:

• A domain name
• A professional website
• A professional email address
• A Google Business Profile
• A Bing Places for Business Profile
• Other online listings (Yell, Cylex, Freeindex, etc)

Additionally, you’ll want to start building your trust and credibility online. Keeping your Google Business Profile up to date with plenty of images and posts is a great way to start.

You can then also start requesting reviews from your clients or customers. These are super important! It’s a highly encouraging form of social proof.

Related – 5 Bloopers That Will Kill Your Leaflet Distribution Response

8. Minimum Print Requirements For Door Drops

Next up, let’s take a look at the minimum (and best) print requirements for door drops. Avoid printing on the cheapest, thinnest paper available.

This will often result in your flyer being easily crumpled as it goes through the letterbox. Not a good look.

On 90% of all jobs, our clients print and distribute with the trusty 170gsm silk. This is a firm favourite due to its budget-friendly appeal, as well as being sturdy enough to go through most letterboxes with ease.

Furthermore, if the budget allows, 250gsm silk gives that little extra weight and a premium feel. These, of course, go through the letterboxes like a dream.

Need help choosing the right stock? – Top 3 Paper Stock For Residential Distribution

Another key point in this section is your artwork requirements for commercial printing. These include a 3mm bleed on all sides, the relevant resolution and a CMYC colour profile.

If you’re using either Affinity or Canva to create and export your artwork, I wrote a couple of guides to help you out.

• How to export print-ready files with Affinity
• How to export print-ready files with Canva

9. Understanding Time Vs Pricing

Why do leaflet distribution companies charge what they do? Why are some so cheap it seems too good to be true? While others are a lot more expensive.

This all boils down to a combination of what plan’s being offered and companies not paying their staff anywhere near enough. What’s more, if the price doesn’t even cover what they should be paying their staff, alarm bells should be ringing. 🚨

Three Reasons Cheap Leaflet Distribution Doesn’t Work

Although it can vary quite drastically depending on area and experience, a general guide is that each thousand flyers takes eight hours to deliver.

Is the company you’re looking to work with charging enough to pay (at least) the minimum wage to their team and still make a profit? If not, corners are being cut, or worse still, we’re hiring a scammer (see step one).

One of our most-read articles – How Long Does it Take to Deliver 1000 Leaflets?

10. Will You Need a Licence?

If you’re considering delivering a few thousand leaflets yourself to test the waters, will you need a licence?

The short answer is yes if you’re distributing them hand-to-hand in a city centre or outside of a train station. However, if you’re delivering them residentially, you don’t normally need a licence.

Note – Always double-check with your local council before conducting either form of (hand-to-hand or residential) distribution.

Further reading – Do You Need a Licence to Distribute Leaflets?

11. Finding a Reliable Distribution Partner

As we approach the end of the Ultimate Guide to Leaflet Distribution Success in 2025, finding the right partner will play a critical role.

In fact, I’d go as far as to say this is the most important step to get right. Again, fraudsters and scammers are rife within this industry. Additionally, you’ve got the companies that are only paying their staff £40 to deliver 1000 leaflets.

As mentioned, this can take around eight hours. I’ll let you do the math. Always do plenty of research. Ask for tracking examples. Check out their reviews (are they genuine?) and get a feel for how the company communicates with you.

12. Track, Evaluate, Adjust, Repeat

Lastly, most successful distribution campaigns are an ongoing process. It’s rare that those bringing in the highest ROI will only complete one drop.

Always make sure you can track your responses (step 6) so that you can measure the success of your campaign. Evaluate and adjust your messaging if needed, then repeat each area every quarter or six months depending on your budget.

Repetition is one key ingredient to increasing response rates. Consider how many Domino’s menus you’ve seen posted through your letterbox over the last year.

In a primarily digital world, they spend a small fortune on print and distribution. Why? Because it earns them a substantial return on investment.

The Ultimate Guide to Leaflet Distribution Success – Conclusion

We’ve covered a lot of ground together here in the Ultimate Guide to Leaflet Distribution Success.

To conclude, many ingredients make up a lucrative campaign. The more you can lean in on what’s working for other businesses, the more chance of success you’ll have with your own.

Twelve tried and tested steps to elevate your print marketing in 2025:

1. Fraud/Scam Warning
2. Will Leaflet Distribution Work For Your Business?
3. Choosing The Right Plan
4. Consider Average Distribution Numbers
5. Set Clear Objectives
6. Artwork Optimised to Convert
7. Backed up by Your Online Presence
8. Minimum Print Requirements For Door Drops
9. Understanding Time Vs Pricing
10. Will You Need a Licence?
11. Finding a Reliable Distribution Partner
12. Track, Evaluate, Adjust, Repeat