Leaflet distribution: how to hand out leaflets effectively and measure the results
Effective leaflet distribution comes down to matching the method to the goal. Deliver to letterboxes in areas your customers can realistically reach you from, hand leaflets out where there is heavy foot traffic, and include an offer for the next purchase in orders and parcels. Print A6 or DL leaflets on 130–170 g/m² paper with 3 mm bleed and a QR code of at least 20 mm per side. Give each channel its own discount code, UTM-tagged link or phone number so you can count how many enquiries it brought in.
Leaflets still work, but only when they reach the right people and you know what they have brought in. This guide takes you through choosing a distribution method, location and timing, working out your print quantity, and simple ways to measure results: discount codes, QR codes with UTM parameters and dedicated phone numbers. At the end you will find general legal pointers and a pre-print checklist.
What are the methods of leaflet distribution?
Each method reaches a different audience at a different moment. Letterbox drops give you coverage of a specific area, handing out in person gives you human contact, partner venues build credibility, and a leaflet in an order reaches someone who already trusts you. It is best to combine two or three methods and compare their results.
If you outsource delivery to a distribution company or casual workers, plan how you will check their work: spot-check a few streets, ask for a route report or use GPS tracking. Leaflets dumped in a bin instead of going through letterboxes are the most common reason for poor results.
| Method | When it works best | Advantages | What to watch out for |
|---|---|---|---|
| Letterbox drops | Local services: takeaways with delivery, hairdressers, repair services, language schools | Coverage of an entire estate or neighbourhood, predictable reach | “No junk mail” stickers, residents’ association or building rules, reliability of distributors |
| Hand-to-hand | Opening a new venue, time-limited promotions, events | Direct contact, a chance for a quick conversation | Timing and location are everything; private land requires the owner’s or manager’s permission |
| At partner venues | Businesses with a similar customer base but not competitors | A recommendation “in passing”, the leaflet stays on display for weeks | Stands need restocking and checking that leaflets are still visible |
| In orders | Online shops, food delivery, services with collection | The warmest audience, zero delivery cost | The offer must relate to the next purchase, not what the customer has already bought |
Where and when should you hand out leaflets?
Choose the location based on who needs to buy, not on where the crowds are. A busy railway station will not help a pizzeria that delivers within a few miles, whereas an estate within its delivery area will. Mark on a map the area your customers actually come from or order from, and start there.
Match the timing to the buying decision. A restaurant leaflet is best delivered before mealtimes or ahead of the weekend; a seasonal offer (air conditioning, tyres, tutoring) a few weeks before the season starts. Hand leaflets out when people are walking more slowly and have a free hand: at lunchtime, as they leave a market, before an event – not during the morning rush to work.
- Residential areas within your delivery or travel radius – letterboxes and accessible communal entrances.
- Near schools, colleges, universities and gyms – offers for specific age groups.
- Fairs, fêtes and local events – hand-to-hand, with a short verbal prompt.
- Complementary businesses: a café and a bookshop, a beauty salon and a wedding photographer, a garage and a car wash.
- Your own premises and collection point – a leaflet at the till with an offer for the next visit.
How many leaflets should you order?
Work out your quantity from your channels, not from the unit price. For letterbox drops, count the homes in your chosen area (for example, number of entrances multiplied by flats per entrance); for orders, use the number of parcels you send in one to two months; for partners, allow a few dozen per stand plus extra for restocking. Add a few per cent spare for damage and for your own premises.
With a new offer, it is better to run a test: a smaller quantity across two or three channels, each with its own tracking. The price per leaflet falls as the quantity rises, but thousands of leaflets carrying an untested offer is a common and costly mistake. Once you can see which channel works, reprint only where you are getting results.
| Format | Trimmed size | Paper weight | Typical use |
|---|---|---|---|
| A6 | 105×148 mm | 130–170 g/m² | Hand-to-hand, in orders, discount voucher |
| DL | 99×210 mm | 130–170 g/m² | Letterbox drops, stands in venues, service price list |
| A5 | 148×210 mm | 130–170 g/m² | Broader offer, takeaway menu, two pages of content |
| A4 | 210×297 mm | 90–170 g/m², often folded | Promotional flyer, single-sheet catalogue |
How do you design a leaflet so the results can be measured?
A measurable leaflet has one main offer, a clear call to action and an expiry date. The expiry date shortens the measurement window and encourages a quick decision, and one offer rather than five makes it easier to compare channels. Place all the tracking elements (code, QR, phone number) on the front, where they catch the eye.
Prepare the print file at trimmed size with 3 mm bleed on every side, and keep text at least 3–5 mm inside the trim line. Raster images should be 300 DPI at 100% scale, and the smallest text around 7–8 pt. If you do not have a design, you can order leaflet design proposals from plakaty.shop (wielkareklama.eu studio) from €12, supplied as a PDF with 3 mm bleed – but still read every number and address yourself before it goes to print.
- QR code at least 20 mm per side, dark on a light background, with a white quiet zone around it.
- Discount code in a large font, avoiding easily confused characters (O and 0, I and 1).
- Phone number and web address checked by hand, digit by digit.
- Offer expiry date and any terms in small but legible print.
How to measure leaflet performance: discount codes, QR with UTM, dedicated numbers
There is one rule: every channel and every version of the leaflet gets its own identifier. If you are doing letterbox drops and partner venues, print two versions that differ only in the code, link or number. After a few weeks you will know which channel generated enquiries, rather than just that “the leaflets did something”.
The simplest metric is cost per acquisition: (design + print + distribution costs) divided by the number of customers from a given channel. Compare it with the margin on the first purchase and with the value of a repeat customer. As a back-up, ask at the till or on the phone: “How did you hear about us?” and note down the answers.
| Method | What it measures | How to set it up | Limitations |
|---|---|---|---|
| Discount code | Purchases from the leaflet | A separate code per channel, e.g. LEAFLET-DOOR, LEAFLET-PART; record it at the till or in your online shop | You cannot see people who came without using the code |
| QR with UTM | Website visits and, with analytics, enquiries and purchases too | A link with utm_source, utm_medium, utm_campaign and utm_content parameters, turned into a QR code | Requires a landing page and an analytics tool |
| Dedicated phone number | Calls from the leaflet | A virtual number or an extra SIM forwarded to your main phone | Cost of keeping the number; customers may call your old number from Google |
| The “how did you hear about us” question | Overall share of leaflets | A quick note in a notebook, at the till or in your CRM | Depends on the customer’s memory and staff discipline |
How do you set up a QR code with UTM parameters?
UTM parameters are additions to a web address that your analytics tool reads as the source of the visit. They stop visits from your leaflet getting mixed up with search engine traffic. Example: yourdomain.co.uk/offer?utm_source=leaflet&utm_medium=print&utm_campaign=opening&utm_content=letterboxes – for partners you only change utm_content to “partners”.
- Send people to a specific page featuring the leaflet offer, not to your home page.
- Use lower case and consistent naming, otherwise your reports will fragment.
- Shorten a long link or use a dynamic QR code – less data means a simpler code that scans more easily.
- Keep a clear quiet zone around the code and good contrast; avoid placing the QR code over a photo.
- Scan a test print with two different phones from a distance of about 20–30 cm.
- A dynamic QR code lets you change the destination after printing, but check that the service will not expire before the campaign ends.
Rules on leaflet distribution – what do you need to know?
The rules depend on the location. On private land (shopping centres, stations, supermarket car parks, managed residential sites) you need the owner’s or manager’s permission. On public streets and squares, ordinary hand-to-hand distribution often needs no permit, but some local councils designate areas where handing out leaflets requires consent, and setting up a stall, gazebo or A-board may need permission from the council or highway authority – check before you start.
Putting up leaflets and posters in places not intended for them without the owner’s consent is an offence, and tucking leaflets under car windscreen wipers or leaving them loose may be treated as littering. Respect “no junk mail” stickers and building or residents’ association rules. Separate advertising restrictions apply in regulated sectors, including alcohol, tobacco and pharmaceuticals.
Checklist
- Target area and distribution channels marked on a map
- Quantity worked out for each channel with a few per cent spare
- A separate discount code, UTM link or phone number for each leaflet version
- QR code at least 20 mm, scanned from a test print with two phones
- PDF file at trimmed size with 3 mm bleed, images at 300 DPI
- Phone numbers, addresses, prices and expiry date read through by hand
- Permission from landowners, managers and partners confirmed before distribution
- A spreadsheet for recording results and costs set up before launch
FAQs
Which leaflet distribution method is the most effective?
There is no single best method, as it depends on your sector and goal. For local services, letterbox drops within your travel radius work well; for a new venue, hand-to-hand distribution nearby; and for an online shop, a leaflet in the parcel. Test two or three channels with separate codes and compare the cost per acquisition.
How much does letterbox leaflet distribution cost?
The price depends on the town or city, the type of housing (flats or detached houses), the quantity and whether you require GPS reports. It is usually quoted per thousand leaflets. Add the design and print costs to compare the full cost with the number of customers you gain.
Can I put leaflets through letterboxes without permission?
Delivering leaflets through letterboxes is not generally prohibited, but entering a gated development or a communal building requires permission from the managing agent or residents’ association. You should also respect “no junk mail” stickers. If in doubt, ask the building management.
How can I tell whether my leaflets brought in customers?
Put something countable on the leaflet: a discount code, a QR code with UTM parameters or a dedicated phone number. Tag each channel differently and record the results throughout the offer period. Also ask customers how they heard about you.
What format and paper weight should I choose for a handout leaflet?
For hand-to-hand and in-order distribution, A6 (105×148 mm) is the most convenient; for letterboxes and stands, DL (99×210 mm). A paper weight of 130–170 g/m² gives a sturdy yet light leaflet. Choose heavier stock if the leaflet will sit in a partner’s venue for a long time.
How big should the QR code be on a leaflet?
The accepted minimum is around 20×20 mm for handheld scanning, with a clear quiet zone around the code. The longer the link, the denser the code, so it is worth shortening it or using a dynamic QR code. Always scan a test print before running the full quantity.
