July 1, 2024

Close-up image of a hand holding a pen while filling out a mail-in ballot.

Put your down-ballot campaign on the radar this November

In 2024, $3.3B of the $10.2B projected political ad spend is tied to down-ballot races such as local and state elections.1 That’s a big chunk of change compared to $2.7B for the presidential race.

Yet down-ballot races aren’t always top of mind with voters and can get overshadowed by national contests.

Whether it’s for a mayoral race or a run for state attorney general—it’s critical for down-ballot candidates to resonate with a wide swath of voters in their community. The key to your success: Using trusted and reliable channels to target voters and make an authentic connection that moves voters to action.

Here are three tactics to help down-ballot campaigns deliver the win.
And actionable ways direct mail can help you achieve them.

Tactic: Educate and resonate.

Voters not only want to learn about a candidate, but need to believe that the candidate is dedicated to representing the needs of their community. Speaking directly to the local issues they care about most goes a long way to helping your campaign connect.

How direct mail can help:

Because it’s tangible and personal, direct mail is an effective vehicle to relay your candidate’s stance on local issues.

Its physicality is memorable and can help create an emotional connection with your candidate’s message.

Illustration of a map and a ballot with a check mark being inserted into a ballot box.

81 percent

of voters say they are more willing to read direct mail if it includes the candidate’s stance on local issues in the area where they live.2

Tactic: Increase awareness with targeted messages.

Local candidates may be unfamiliar to many voters within their zones. Campaigns need effective ways to target specific audiences in their communities to get the word out about their candidate and uncover opportunities to win over their constituents.

How direct mail can help:

Direct mail is a highly effective targeting tool because it can be personalized for different segments of potential voters to help improve relevance and response rates.

Illustration of a candidate standing at a podium waving next to a box with a checkmark inside.

55 percent

of voters think it is important that campaign mailings speak to them directly in terms of issues they care most about.2

Tactic: Connect online and offline channels to strengthen your message.

Integrating messages across multiple channels can help campaigns leave a lasting impression with voters throughout the entire election cycle.

How direct mail can help:

Coordinating direct mail with your digital advertising efforts can amplify the effectiveness of both.

For instance: Send a direct mail piece to people who engage with your website and social media, so they have the information physically in front of them to help sway their vote.

Illustration of a check mark inside a box on a computer screen.

68 percent

of surveyed voters agree that direct mail reinforces information they saw on television and online political advertising.3

Bottom line.

Direct mail is a winning ally for down-ballot races in 2024 and beyond. Voters feel mail is credible and rely on it to learn about candidates running for office within their communities—which is why it’s your ace in the hole this election cycle.

Front cover of the Campaign Mail Planner tool with an abstract 3-D image of a maze of lines.

Campaign Mail Planner

Answer just a few key questions to create an effective direct mail plan that’s tailored to the goals and needs of your political campaign.

Create Your Plan