technology and political direct mail

From Mailbox to Ballot Box, Part 4

Using Direct Mail to Reach Voters
By Karen Loggia

Cross the Digital Divide with Your Political Postcard and Direct Mailers 

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. In Part 3, we talked about who you can target with direct mail. In Part 4, we consider how you can cross the digital divide with your direct mail to create a winning campaign.  

Keep the Conversation Going 

Linking direct mail to digital marketing helps make powerful connections with voters.  

A political postcard is an ideal way to highlight your candidate’s platform and stance on key issues. However, given the sheer number of issues, you may be worried about having enough space to give the voters the information they need with direct mail.

We also know that voters want information about where, when and how to vote. Your candidate’s district may cover multiple polling locations, so directing your constituents online is an ideal way to make sure they have the correct information. 

Powerful Connections 

To overcome these space and information constraints, create a direct line from your mailer to the information online. Doubtful that voters will take the time to follow your URL? Research says otherwise. According to a recent study by the USPS and the American Association of Political Consultants, 66 percent of Millennials are likely to research a candidate and 54 percent will visit the candidate’s website after receiving political mail. This holds true for other age groups as well. Help registered voters connect the dots from paper to digital.  

When designing your political campaign mailer, consider the following tactics: 

  • Be obvious. Highlight your website clearly, even multiple times. 
  • Cover key issues and encourage the reader to go to the website for more details. 
  • Make it easy. Is your candidate’s website difficult to type or quite long? Consider a URL shortener for their website or a visual QR Code® that the voter can scan for instant transport to your candidate’s site.  
  • Be a resource. Voters often don’t know when, how and where to vote. List websites where voters can identify their district, candidates, and key voting deadlines. We’ve read that 81% of registered voters want to receive mail when they don’t know about absentee ballot deadlines or registration deadlines! 
  • Start a conversation. Direct voters to specific URLs on specific topics. The integrated strategy also works the other way; online sites can be used to gather contact information. Gather data that allows you to tailor mail campaigns and target messaging. 

Looking to level up your mail to digital strategy? Try a PURL (personalized URLs) or even some variable printing that can include specific polling information for the recipient. Increased personalization can lead to increased engagement. 

Win with Tension

Whether we’re talking about direct mail campaigns or political campaigns, experience matters. Back in 1886, when Tension first started helping customers, the hot technology was the linotype machine and the first electric fan. Very cool. But all the technology options we have today? Amazing! Talk to Tension about how you can incorporate technology into your next direct mail campaign. 

political direct mail unity
Want to read more in this series?

Check out Mailbox to Ballot Part, Part 5 on creating a unified political campaign with direct mail.

Categories:

Add new comment