Understanding Your Voters – USPS Deliver the Win

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.

Background of people with different political parties

Campaign Opportunities

for the Party Loyal

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.

Bonus

You can use that same voter list for digital targeting to reach the same constituents across multiple channels.

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

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.

of surveyed voters said that political mail had an impact on their voting decision.³

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.

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

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, and candidates.

Campaign Opportunities

for the Instinct Driven

Awareness

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 voters.

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 reach.

Persuasion

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.

77%

of surveyed voters found mail to be a helpful source for deadlines for registering to vote or early voting.³

GOTV

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 Evaluator

Efficient Evaluators allow their emotions to dictate their decision-making. They will gravitatetoward a candidate’s stance on the two key issues most important to them, spending little time digginginto anything else. The challenge is to deliver an authentic message to these voters that truly connects with them on a deeper level.

Campaign Opportunities

for the Efficient Evaluator

Awareness

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.

Roughly

1/2

of Americans have been civically active on social media in the past year.⁵

Persuasion

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 responders.

53%

of surveyed voters rated mail as one of the top three most persuasive political advertising techniques.³

GOTV

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 Researcher

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.

Campaign Opportunities

for the Undecided Researcher

Awareness

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 key segment.

Persuasion

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.

patriotic stripes

GOTV

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 converting.

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.

50%

of voters agree that political advertising received in the mail drives them to search online for more information about the campaign.³

Under-standing Your Voters