Are you running for office in 2020? Trying to decide what is the best way to allocate your campaign budget? Political mailing is an excellent way to reach voters. So, here is a few reasons why direct mail should be part of your plan.
When doing a political mailing the most important aspect is who will see your piece? That is where direct mail comes in to play. There are many ways to do direct mail, whether that be an EDDM (every door direct mail) piece or a piece that makes use of a specific list. An EDDM piece is generally the least expensive option, it is used to blanket an entire area along a mail carriers’ route. But if you wish to get more targeted with your piece there are countless mailing lists out there that can get very specific. If you have a personal list of past donors, then that is a great way to raise money for the campaign. Or if you are trying to attract new voters you can send a piece to registered and active voters in an area. Being able to choose the demographics of your mailing allows you to design a piece that is specifically targeted to your audience. This is an extremely powerful tool in a political mailing campaign.
A political mailing campaign can also allow you to reach a much larger area then other means of communication. In some areas a door to door/face to face strategy is simply not an option. So, a direct mail piece allows you reach directly to voters and put your message in to their hands. Recent studies suggest that direct mail is one of the most trusted forms of communication and scores significantly higher than online ads. Direct mail is also more welcomed due to its nonintrusive nature and ability to be targeted directly towards a person. Printing companies today can even personalize every single piece with the resident’s name to give it an even more direct touch.
Another strength of a political mailing is the ability to control the message. Not only can you customize the piece to target certain demographics specifically, but you can also control the timing that the message is seen. Studies suggest that the window of 90 days before and up to the election is the most effective time for a political mailing piece to come through. With direct mail you can control the timing that the piece is dropped in the mail and that will tell you the days that the pieces will be delivered into the homes of your voters. Designing multiple pieces to be sent to different areas is the most effective way to run a direct mail campaign. Make your piece reflect your audience and send them multiple pieces in the 90-day window to have the biggest effect on your voters.
Hopefully these tips can help you run a successful political mailing campaign and we wish you luck on this next election cycle!