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
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.
voter turnout in 2020
would represent the
highest presidential-year turnout since 1908, when
65.7% of eligible American voters cast a ballot.1
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.
It’s Not Just
Who You Reach—It’s How You Reach Them
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
Select a campaign button to explore voter
Select a Profile
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.
for the Party Loyal
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.
You can use that same voter list for digital targeting to
reach the same constituents across multiple channels.
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
of surveyed voters said that mail made them a more informed
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.
of surveyed voters said that political mail had an impact on
their voting decision.3
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.
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.
Instinct Driven voters make decisions based on intuition. They
typically trust their instincts andfeel confident in their decisions.
The challenge is to deliver the right message to these voters, at the
right time. They can be influenced by like-minded groups, individuals,
for the Instinct Driven
Campaign data is critical to reaching and precisely
influencing an intuitive voter. You can mobilize new
constituents by leveraging first-party data to uncover key
psychographicinformation about your supporters. With this
information, you can create multiple look-alike-lists and then
customize a targeted direct mail message to appeal to new
Identify key organizations
whose mission and values align with your target audience. Then
create look-alike lists based on their membership and associated
trends seen in demographics and psychographics to expand your
With this valuable audience data, your campaign can craft very
tailored messages that speak to key values or interests for
various groups. For example, you could deploy a
politicalmailpiece that highlights surprising commonalities
between the constituents and the candidate.
By utilizing Informed Visibility,
campaigns can coordinate with other political efforts such
as social posts, email outreach, and door-to-door
canvassing to further amplify their message. A
multi-channel strategy is important with this audience to
increase campaign visibility.
Informed Visibility is a single, near-real-time source for
all mail and mailaggregate tracking information from USPS
data, that helps marketers enhance direct mail performance
through analytics and automation.
of surveyed voters found mail to be a helpful source for
deadlines for registering to vote or early voting.3
Once the voter is won over, your campaign can follow up
with an additional mailpiece that outlines voting
information in their respective district. Capturing these
voters early while they’re motivated can increase voter
participation and ultimately win votes for your candidate.
Break Down the Barrier
In a 2018 survey, 22% of people who planned to vote but
anticipated difficulties cited logistic challenges, such
as hard-to-find information, long wait times, not
knowinghow to vote, and lack of polling place access as
reasons voting would be difficult.4
Efficient Evaluators allow their emotions to dictate their
decision-making. They will gravitate toward a candidate’s stance on the
two key issues most important to them, spending little time
digging into anything else. The challenge is to deliver an authentic
message to these voters that truly connects with them on a deeper
for the Efficient Evaluator
These voters tend to pay little attention to elections.
Instead, they’re tuned in to whatthe people close to them are
talking about. By creating share-worthy experiences on
socialmedia, your campaign can increase visibility and capture
the attention of this particular audience.
of Americans have been civically active on social media in
the past year.5
Messages that truly resonate with voters can motivate them to
click a link or share a post. For example, by driving voters to
your candidate’s website, you can request their name and ZIP
Code™ with a short form on the landing page. That
data can then be used to uncover key demographics and create
targeted mailing lists to areas with the highest number of
of surveyed voters rated mail as one of the top three most
persuasive political advertising techniques.3
As your campaign collects web page data, you can start creating
look-alike lists. For example, you can use the ZIP Code™
data to observe demographics in key regions and develop lists
for voters in other areas with similar demographics. Your
campaign can then target those voters with a political mailpiece
that encourages them to take action at the polls.
Undecided Researchers are swing voters, actively seeking information
across both sides to aid in the decision-making process. These voters
carefully evaluate issues and dig deep into the characteristics and
motivations of each candidate. The challenge is to get the right
knowledge to these voters so they can make an informed decision when
comparing and contrasting candidates.
for the Undecided Researcher
Reach out to these voters in the early stages of the campaign
cycle to capture attention and make an impact while they’re
researching across the field. With a focus on swing voters,
you can send out an invitation to a local debate or a meet and
greet, helping to create a more personal connection with this
Your campaign can glean first-party data by sending a digital
invitation to the event (via social post) that requires the
voter to provide their registration details. The event is a
great opportunity to stand out from the field and continue the
conversation with the voter in person.
Following the event, your campaign can leave a lasting
impression by reengaging the event attendees. With the
voter’s information captured during registration, you can
send out a retargeted direct mailpiece that
includes a follow-up thank-you note and a link to
yourcandidate’s website for more details as the voter
moves toward a final decision.
Direct mail retargeting is an algorithm that collects data
on website visitors and then delivers a personalized
direct mailpiece soon after their online actions to the
homes of prospects with the highest likelihood of
Get multiple impressions from a single mailpiece
by including an Informed Delivery® campaign with your mailer. The voter sees the
postcard first in their Informed Delivery Daily Digest,
accompanied by a Ride-along Image that links to the
candidate’s issues web page.
Informed Delivery is a USPS notification service that gives
users a daily digital preview of their mail and gives
marketers the opportunity to engage consumers through an
integrated mail and digital marketing campaign.
of voters agree that political advertising received in the mail
drives them to search online for more information about the
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
5. “Activism in the Social Media Age,” Pew Research Center Study. July