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How Technology Driven Political Mail Is Helping Engage Today's Voters

3 Ways Technology Can Help You Create Winning Political Mail Campaigns

Today’s political discussions have moved from water coolers and dinner tables to smartphones and social media. That’s why tapping into digital technologies and trends has become key to connecting with voters and running a successful campaign.

Digitally-powered direct mail is a proven backbone for political campaigns, especially when it comes to Millennials. Studies show that young voters are paying close attention to the political mail they receive. According to a USPS and AAPC study, 66 percent of Millennials are likely to research a candidate and 54 percent will visit the candidate’s website after receiving political mail.1

Here’s how you can use technology to help you create successful campaigns:

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Start a conversation with your supporters

Social media has forever changed how candidates interact with voters. Did you know that about six-in-ten online Millennials (61%) report getting political news on Facebook in a given week?2

Social media is a key channel for starting a conversation with your supporters. Not only can you get an instant read on voter opinions and positions, but you can post or Tweet details for rallies, town hall meetings, and other events.

When you combine social channels with direct mail, you have a powerful way to engage with your supporters. By integrating contact information into your candidate’s social media sites or website URL into your direct mailpieces, you can guide voters to specific information while building stronger connections. And, Millennials pay attention – 40% thoroughly read the political mail they receive and 78% discuss their political mail with others.1

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Tap into big data

In the past, candidates have relied mostly on polls to give them insight into where they stand with the public. Now, thanks to the rise of big data analytics, you can quickly glean what’s working for your candidate—and what’s not. It can also help you create a seamless campaign experience for voters as they move between media channels and devices.

By gathering specific data, you can tailor your mail campaigns to garner votes, funding, or public opinion from a particular constituency. You can also use tracking data to synchronize your mailings to support your online and offline campaign efforts like Twitter events, live-stream speeches, canvassing, and radio promotions.

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Add digital elements to your political mail mix

Direct mail that includes digital components can help you reach and communicate with voters on a deeper level. Not only can you target the people you want to reach and speak to the issues that really matter to them, but you can also see just how well each mailing performed.

Try integrating visual QR Codes,3 Augmented Reality (AR) and Near Field communication (NFC) technologies into your political mailings to trigger those highly-personalized digital experiences that young voters can relate to.

For example:
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Step 1:

Send a voter a political mailpiece with a visual QR code embedded.

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Step 2:

The voter scans the code on the mailpiece with their smartphone, taking them to your candidate’s landing page where embedded, traceable links capture information like location, demographics, and digital behaviors.

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Step 3:

Based on the data that was collected during that digital interaction, follow-up by sending the voter a personalized mailpiece tailored to their demographic or to the issues they have shown interest in, or follow-up with a call.

FOOTNOTES

  1. Political Mail and Millennials: Young Voters Paying Close Attention to Direct Mail, USPS and AAPC study, 2016.
  2. Amy Mitchell, Jeffrey Gotfried, and Katarina Eva Matsa, “Millennials and Political News: Social Media-the Local TV for the Next Generation?” Pew Research Center, June 2015.
  3. QR Code is a registered trademark of Denso Wave Incorporated.

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