political mail neuromarketing

From Mailbox to Ballot Box, Part 2

Using Direct Mail to Reach Voters
By Karen Loggia

Direct mail delivers your message with an impact that adds up on Election Day. The Postal Service’s dedicated political mail website, Deliver the Win™, gives a comprehensive overview; this blog series highlights key points. Part 1 covered why direct mail is an essential part of your political campaignIn Part 2, we take a look at neuromarketing and how you can use it to reach and influence voters 

Before we define neuromarketing, we first need to understand neuroscience. Neuroscience is a broad term which covers the scientific study of the brain and the nervous system, specifically, how the nervous system, a complex bundle of nerves and specialized cells, transmits signals from the brain to different parts of the body. Neuroscientists help us understand human emotions, mental processes and behavior, and the science behind behavior and cognitive functions. 

“Neuromarketing” takes these scientific concepts and applies them to marketing. We can measure brain activity, biometric data, facial expressions and other consumer reactions to reveal how consumers respond to different ads, messages, products and even candidates.  

As the channels for reaching consumers grow, so does the importance of neuromarketing. Neuromarketing helps us determine which mediums influence voters, giving us clues to develop the right media mix. 

What can neuromarketing tell us about the effectiveness of direct mail? The USPS cites results from two studies, "A Bias for Action: The Neuroscience Behind the Response-Driving Power of Direct Mail" by Canada Post and "Why Ad Sequencing Matters" by Temple University and the USPS Office of Inspector General. These studies determined that: 

  • Direct mail is easier to understand and more memorable than digital media. 

  • Direct mail is more motivating and persuasive than digital media. 

  • Digital ads elicit higher responses when preceded by physical ads.  

The Big Takeaway? 

Interaction drives action. Combining a digital campaign with direct mail can help communicate your campaign message faster and more persuasively. With direct mail in the mix, you have a better chance of getting voters to actually vote – for your candidate or issue!  

Win with Tension 

Whether we’re talking about direct mail campaigns or political campaigns, experience matters. Tension has been providing winning solutions for customers since Grover Cleveland was President and we’re talking about his first term in office! (Here's your presidential trivia for the day: President Cleveland served from 1885 — 1889 and from 1893 — 1897. He’s the only U.S. President to serve two non-consecutive terms.) Contact us today to discover how we can help you! 

Political Mail #3 blog
Want to read more in this series?

Check out Mailbox to Ballot Part, Part 3 on using neuromarketing to reach voters.


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