The Growing Impact of DIRECT MAIL
Insights from the 2022 Midterm Elections on How to Directly Reach Voters and the Future of Campaigning
of surveyed voters recalled receiving political mail at least weekly during the 2022 Midterm Election cycle — up from 48% during the 2020 Presidential Election cycle.
This joint white paper with the American Association of Political Consultants (AAPC) includes insights from voter research conducted following the 2022 Midterm Elections. These insights serve as a guide for political campaigns, capturing what has shifted and stayed the same with voter behaviors and preferences. We also examine the effectiveness of direct mail and uncover new insights on how to increase its impact through tailoring, timing, and targeting.
1
Leverage Direct Mail as Part of the Media Mix
Direct mail is a vital piece of the communications puzzle that is informative, educational, and persuasive. It should always be included as part of any integrated political campaign.
The [ads] in my mailbox weren’t really talking about the other candidates. So, it was more [about campaigns] saying what they stood for. What are their points? What is their platform? I got a lot more information [from mail pieces] than the [ads] I saw on TV.”
– Minority Voter
of surveyed voters agreed that direct mail reinforced information they saw on television and online political advertising.
of surveyed voters search online to learn more about that race after reading a mail piece.
Direct Mail is Informative, Educational, and Persuasive – and Drives High Recall Rate with Voters
2
Utilize the Mail Moment® Experience to Reach Voters
The voter relationship with direct mail can be utilized to directly reach voters with the campaign information they want when they want to receive it during the election cycle.
When I get [mail pieces] last minute, I don't feel like I have enough time to really understand or know what that candidate believes in or is running for."
– New York Voter
of surveyed voters still check their mailbox at least 4 days a week – a number that is similar to the results of the 2020 national survey (81%).
of surveyed voters agreed that direct mail was the most memorable form of political advertising this past election cycle.
When Voters Prefer to Receive Direct Mail
3
Engage Voters by Delivering Personalized Messaging
Direct mail can help to break through the clutter by communicating with voters through a highly personalized political advertising channel that has been proven to engage and inform across demographics.
It made me a little bit more appreciative, seeing myself represented. I was willing to actually read that postcard…just because that [personalization] caught my eye, and I appreciated the effort they took to try to address all their [constituents]."
– Black Voter
Personalization of Direct Mail is Important with Minority Voters – But Many Did Not Receive Mail Pieces That Spoke to Them Personally
State Survey Profiles
This report aims to go deeper than past research through oversampling of bellwether states in order to compare the growing impact of direct mail at the national level with its impact in these key states.
The Future of Campaigning
While direct mail has had a growing impact during recent election cycles – it is not a one‑size‑fits-all tactic or advertising channel. In order to harness the full potential impact of direct mail, campaigns should consider these actionable insights when developing messaging strategies for the upcoming election cycle, including:
Leverage Direct Mail as Part of the Media Mix
Utilize the Mail Moment® Experience to Reach Voters
Engage Voters by Delivering Personalized Messaging
Understand the Unique Political Landscape in Your State
For More Actionable Insights
Download the full white paperA Joint Study by the United States Postal Service and American Association of Political Consultants (AAPC)