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Under-standing Your Voters

The 2020 presidential election is poised to have
record voter turnout.
That means more opportunities for your campaign to get that plus-one vote that could make a pivotal difference, ultimately leading to a victory speech.
Constituents today are constantly tuned in to a range of devices across multiple platforms, making it harder for candidates to stand out among the onslaught of political messages.
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2/3
voter turnout in 2020
would represent the highest presidential-year 
turnout since 1908, when 65.7% of eligible American 
voters cast a ballot.1
49%
of Americans in the U.S.
admit they’ve become more selective about the content they consume.2 A strategy that integrates online (email, banners, social media) and offline (event, mail, canvassing) channels can create maximum impact and deliver an experience that voters can’t ignore.
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Whether the goal is to educate, persuade, or Get Out the Vote (GOTV), it’s important
for campaigns to connect with their target audience on a deeper, more personal level. Winning their votes starts with understanding what drives them to take action.
Let’s explore the mind sets of four different voters and the opportunities to reach, engage, and mobilize them along their journey to the polls.
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Select a campaign button to explore voter profiles
Party Loyal
Party affiliation automatically sways this voter’s decision to one side. The challenge is to get Party Loyal voters to the polls, in both the primaries and the general election. This presents a great opportunity for campaigns to allocate resources toward messaging around the key party issues that these voters care about.
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Background of people with different political parties
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Campaign Opportunities
for the Party Loyal
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Awareness
Campaigns can utilize data such as voter registration lists to identify which voters are registered with their party. That data can then be used to send a political mailpiece with attention-grabbing messaging that imagines a world where the other party takes control of the office.
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Bonus
You can use that same voter list for digital targeting to reach the same constituents across multiple channels.
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Persuasion
The mailpiece drives constituents online, so your campaign can collect first-party data while communicating the next chapter in your narrative—an optimistic message about a brighter future where your candidate is elected to office. You can also guide voters to specific information, like the candidate’s donation page.
60%
of surveyed voters said that mail made them a more informed voter.3
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GOTV
Messages that lean into key party issues and platforms can be particularly powerful for these loyalists. This can drive primary and down-ballot voting decisions and also reinforce the importance of going to the polls.
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47 Percent Check 3 vertical white stars
of surveyed voters said that political mail had an impact on their voting decision.3
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Advocacy
Once the voter data is captured, your campaign could send constituents a political Share Mail® piece before the election, thanking them for their support and asking them to spread the word to friends, family, and colleagues.
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Share Mail is a customized direct mail product that works like a word-of-mouth marketing tool. Mailers and customers can communicate and relay messages to each other through a postcard or letter sent from a USPS commercial mailer.
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Get the Right Message to The Right Voters

Securing that plus-one vote can be the difference between victory and defeat. By understanding what makes every voter tick, you can speak directly to what matters to them most. It’s more imperative than ever to connect with voters wherever they are in their decision-making process to help drive action to the polls.
1. Dr. Michael McDonald, “National General Election VEP Turnout Rates, 1789-Present,” United States Elections Project, 2018.
2. “2018 State of Attention Report,” Prezi, 2018.
3. “Survey Offers Key Insights on Political Mail in Florida, Ohio Midterm Elections,” Summit Research on behalf of The United States Postal Service®, February 2019.
4. Pew Research Study: Survey of U.S. adults conducted September 2018.
5. “Activism in the Social Media Age,” Pew Research Center Study. July 11, 2018.

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