Highly targeted door drops got tails wagging

4% sales uplift
106% ROI increase
Tails brochure

Background

Tails.com is a B Corp-certified pet food subscription brand, delivering tailored, vet-approved meals to more than 250,000 dogs across the UK. Founded in 2014, the business has grown rapidly through its strong subscription model and retail presence. But with a competitive marketplace and rising media costs, Tails.com sought to optimise its acquisition strategy.

Working with Whistl Doordrop Media, Tails.com set out to prove that print media could deliver exceptional, sustainable growth when enhanced with data-driven targeting and creative innovation. 

The key objectives were to improve targeting precision to reach dog-owning households most likely to subscribe, and to elevate creative engagement to secure higher-value customers who would deliver greater lifetime value.

Solution

Whislt and Tails.com’s strategy rested on two pillars: hyper targeting and format innovation.
Using a proprietary uplift model, Whistl identified postcodes with high levels of dog ownership and strong subscription potential. This enabled precise planning, accurate incrementality measurement, and minimised wasted coverage.

For the creative, the campaign broke away from the traditional A5 leaflet format and introduced an envelope-style door drop. This approach was rooted in JICMAIL insights that showed consumers perceive mail formats which feel personal and premium as more important, more trustworthy and engaging. The new  envelope format leveraged the perceived credibility of direct mail while remaining cost-efficient - just 32% more expensive than A5 leaflets.

The creative strategy elevated the perceived importance of the door drop by borrowing the cues of direct mail.

  • Envelope format: Signalled value and credibility, encouraging recipients to open and engage.
  •  Bold messaging: “Open for a treat on us” created intrigue and emotional connection.
  • Visual storytelling: Real dogs enjoying their tailored meals brought the brand’s promise to life.
  • Trust-building content: QR codes, compelling CTAs, and Trustpilot reviews reinforced reliability and confidence
  • Community-driven message: “Not a dog owner? Pass this to a lucky pup in your neighbourhood” encouraged organic sharing, extending reach beyond the initial household.

Creative consistency across channels ensured brand alignment and reinforced trust, contributing to the campaign’s success. 

Results

Tails.com’s door drop campaign delivered exceptional results across all key metrics. The envelope format delivered 173% uplift in response compared to the control (0.12% vs 0.05%). ROI improved from £1.11 to £2.30 - a 106% increase. There was a 4% uplift in sales in targeted areas vs non-door dropped areas. 

Furthermore, this wasn’t a one-off success, Spring 2025 campaigns using the same format continued to outperform previous efforts.

These results validated the effectiveness of combining data-led targeting with format innovation. The campaign didn’t just meet its objectives; it redefined what’s possible with door drops.

 

Source: SMP Awards 2025