Election season is right around the corner. Whether you just won your party’s primary or if you are gearing up for a local election, your campaign strategy should be ramping up. What is the most effective way to reach voters in 2020? Does political direct mail still work in this digital world?
In short answer, yes. There are a few things to realize about direct mail to explain its effectiveness.
Why it works
Political direct mail works for multiple reasons but the key factors are trust, targeting, and name recognition. Mailing offers the unique opportunity to capitalize on all 3 of these factors at one time.
When discussing how to get your message out to potential voters, trust should be a primary factor. A study done by the USPS found that 68% of people found a political direct mail piece to be more trustworthy than digital and televised ads. So, in the interest of building credibility with your voter base, direct mail can not be underestimated.
Another huge strength of political direct mail is its ability to build name recognition. Getting your name and message out to voters is critical in any election on any level. A direct mail piece can put your name with your face and message in the hands of any number of voters in an area. If timed correctly you can be the last name that they see before they head off to the polls. This is an invaluable asset against your competition.
Mailing services offer a huge range of targeting opportunities. You can select a mailing list that consists of voters who are active in participating in local elections. This helps you target the segment of the population who are most likely to go out and cast a vote for you. Being able to get this specific with your mailing targets gives you a huge advantage over your competition. It also gives you the opportunity to tailor your piece towards different groups in an area. This way you can design a piece to target different areas of a community based off their interests that align with your campaign platform.
So in conclusion, your campaign should absolutely be considering political direct mail. It is the only advertising medium that takes full advantage of these 3 crucial factors. If your plan is to build trust and name recognition amongst voters in your area you would be missing a great opportunity by not sending out a mailer.