Make Direct Mail Work Smarter for Your Campaign
TARGETED MESSAGING RIGHT IN VOTERS’ HANDS
Done well, direct mail is one of the hardest hitting ways to connect with your target voters. The key to doing it right is to focus on smarter segmentation, engagement, education, and timing.
1. KNOW YOUR BIGGEST SUPPORTERS
Use segmentation to reach the most promising voters through multiple mailings at regular intervals. Targeted mailings allow you to send specific messages to the groups of voters who care deeply about certain issues, such as education or healthcare.
For example, voters in urban areas might be more interested in reducing taxes or housing costs. Constituents in nearby rural regions might be more concerned with local farming issues. Although you have good reason to reach out to each group, sending the same message to both sets of voters would likely be a waste of your time and resources. A targeted political mail campaign lets you match the right messages with the right recipients.
2. CONNECT WITH YOUR VOTERS
Direct mail is a smart way to engage with your supporters and reinforce your campaign messages. When combined with other marketing channels, like social media, you can get even more out of your campaign dollars.
You can use direct mail as part of your multi-channel communications strategy to spread the word about your campaign. Printed messages can be digitally connected to your online platform via augmented reality or QR codes. Follow up with other digital communications to drive your point home. If you’re holding a campaign event, send a postcard inviting people who live in the community, and then use social media to build “buzz” around the occasion and increase attendance.
3. EDUCATE YOUR VOTERS
The ongoing effort to increase absentee voting and vote-by-mail programs in many states has transformed the mailbox into a de-facto ballot box for a lot of voters. You can use mail to educate potential supporters and persuade them to take a specific action, like registering to vote or voting for your slate of candidates.
Election officials at the local, state, or Federal level can also use direct mail to send absentee applications, mail-in ballots, poll location notices, and voter registration cards. Each mailing offers voters a physical reminder meant to trigger a specific action.
4. REACH VOTERS WHEN IT MATTERS MOST
Timing is everything in the political game. By using an Intelligent Mail® Barcode (IMb®) on your mail pieces, you can track your direct mail at every stage and know which day it’s expected to arrive in a voter’s mailbox. Using this data you can coordinate your mailings to support campaign speeches, social media, radio, and TV campaigns, as well as follow-up calls and canvassing.
You can also drop the hardest-hitting campaign mail at pivotal moments, like right before election day, to help sway undecided voters to take action.
Call in the experts
Let a USPS® Direct Mail Representative show you how direct mail can power your campaign.