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From Mailbox to Ballot Box, Part 5

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. In this fifth and final installment we look at bringing everything together.  

You might not watch the news every day, but, chances are, you do pick up the mail. You’re not alone. Direct mail gets directly to voters – day in and day out. Even better, they look at it as they walk from the mailbox to the front door, hold onto it as a resource for voting and even use it as a springboard to research online.  

Turn that Glance into a Vote 

There are a number of ways to win with political mail, even in today’s digital age. 

Our first blog discussed why political mail is an essential part of your campaign. Political postcards and other mailers are considered credible, persuasive and impactful.  And while direct mail is considered a powerful tool of integrated marketers across industries, in the case of political campaigns, it can amplify your message and propel your candidate to victory.  

In our second blog, we moved on to how political mail works, namely, neuroscience. Neuroscience is a broad term which covers the scientific study of the brain and the nervous system. Neuromarketing is a specific kind of neuroscience that combines the study of the human brain with marketing techniques. It can help us understand why political direct mail can be more impactful than other marketing mediums.  For example, why direct mail is easier to understand and why it is more memorable than digital media. It is also more motivating and persuasive. Lastly, it can help explain why digital ads elicit higher responses when preceded by physical ads.   

Next, we dug deeply into whom to target, and the power of using geographic and demographic targeting. Women, millennials, swing voters and baby boomers each have identifying characteristics that you can use to target your political mailing and leverage your marketing dollars successfully. 

In our fourth blog, we discussed what to include in your political mailings to get the voter to your website for more information. Actions like listing your candidate’s website and providing helpful information about how, when and where to vote are key components of a winning campaign. Additionally, using a QR code, variable printing and PURLs are easy methods to use technology to amplify or personalize your candidate’s position. 

Call in the Experts: What’s Next for your Political Mail Campaign 

The USPS® has provided significant information on how to create a meaningful piece of political mail. As stated on https://www.deliverthewin.com/customer-service, the USPS can assist with: 

  • Postal addressing products to help improve address quality and maximize deliverability.

  • Neighborhood reach and personalization to increase relevancy and response. 

  • Integration with other channels to bring more attention to your message, connect with voters, and expand the functionality and life of campaign mailers. 

  • Multiple formats to increase voter engagement and help you stay within budget. 

  • Entry and processing services to efficiently move your mail through the USPS system. 

There are also experts in political direct mail that can guide you through the process. The American Association of Political Consultants has a directory to connect you with a consultant, and the USPS website, Deliver the Win, provides a trove of information. 

Win with Tension 

Whether we’re talking about direct mail campaigns or political campaigns, experience matters. Tension has helped customers create winning campaigns since 1886. Put our experience to work for you! Contact us today to discover how Tension helps deliver the win.

2018 election buttons
Did you catch the part part of this series?

Check out Mailbox to Ballot Part, Part 1 on targeting with direct mail.

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