
Under-standing Your Voters
The 2020 presidential election is poised to have
record voter turnout.
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 victory speech.
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.

2/3
voter turnout in 2020
would represent the highest presidential-year
turnout since 1908, when 65.7% of eligible American
voters cast a ballot.1
turnout since 1908, when 65.7% of eligible American
voters cast a ballot.1
49%
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.


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.
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 the polls.
Select a campaign button to explore voter profiles
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.

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.