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Targeting Strategies to Help You Win the Next Election

Your resources are already stretched. Rather than trying to reach as many voters as possible, decide on your target audience to get the right message to the right voter

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1. GEOGRAPHIC TARGETING

Targeting your political mailings based on location means engaging with the voters who live in your candidate’s district, as well as those living in targeted districts or cities.

Tip: Before polling constituents, make sure the district level voter data is correct.

2. DEMOGRAPHIC TARGETING

Look at the demographic data of your voters—age group, gender, ethnic background, education level, family sizes, income, geographic location, political party—to help you create more targeted messages.

Tip: Use poll numbers or historical data to identify supporters who are most likely to vote for your candidate, but who may need encouragement to get out and vote.

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3. GET OUT THE VOTE (GOTV) TARGETING

Your GOTV activities should be aimed at supporters you’ve identified through your micro-targeting and voter identification efforts.

Tip: Consider combining two micro-targeting models—one showing the likelihood that an individual is a supporter, and the second assuming that person is going to vote. Use this to find supporters who are not likely to vote unless reminded.

4. ABSENTEE VOTERS

Identify voters who haven’t shown up in the past and reach out to them early with specific and helpful messages, such as absentee voting deadlines.

Tip: Design your first direct mail pieces to encourage voters to ask for absentee ballots and to vote early.

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5. TARGET DISSATISFACTION

It’s smart to target areas where voters are dissatisfied with the current state of affairs, as they may be more open to new ideas.

Tip: As the campaign saying goes, organize around the issues, not the people.

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