Get Out the Vote (GOTV) weekend is almost here! Even as voters continue to vote early and through mail — the weekend before Election Day is still an often-pivotal time to energize and mobilize your electorate. And in our increasingly digital world, technology has opened up new avenues to connect
Political Direct Mail is Here to Stay
Direct mail isn’t going anywhere yet. According to a recent report, the industry is continuing to grow year over year. And as more and more digital privacy laws take effect, some media experts are forecasting the rise of “old school” media tactics — such as direct mail — to reach their target audience.
In the political ecosystem, almost every modern campaign uses targeted direct mail for two reasons. It is the most cost-effective companion to your digital media and it is addressable.
Over the past decades, there has been a growing shift toward “addressable media,” as it is often referred to in political consulting jargon. A broadcast TV ad, for example, is by its very definition just that — broadcast. Anyone tuned into the channel at that time sees it: voters and nonvoters, people who live in your district, and people who are just visiting friends or family in your district. Mail can be targeted just to likely voters in your district, but beyond that efficiency, it can be targeted to people who are most likely to be persuaded by your message. (For example, you can send the mail piece about your commitment to funding public education just to likely parents in your district — and avoid reaching voters who won’t be moved by this particular message.)
The impact of direct mail is why our team wrote the free e-book: The Seven Key Components of Effective Political Mail, available here. In this e-book, we cover why direct mail works, and the seven most important issues to consider when creating direct mail for your campaign. If you’re thinking about launching a direct mail program for your campaign — we’d invite you to check it out to learn tested best practices around creative, messaging, and targeting.
Our team is standing by to support the candidates and campaign teams who are stepping up to run. Should you have any questions — or if there is anything our team can do to support your media planning — we’ve included the option to book a time to chat here:
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This month, our team is diving into AI challenges and opportunities, emerging ad placements, and the impact of voter engagement ahead of the 2023 and 2024 cycles. Read something particularly interesting this month about voting trends, media, or political tech? Drop us a comment below and let us know what
With social media platforms changing almost constantly, our team of digital experts are always on the lookout for the updates that will most closely impact political campaigns. In the latest change — Instagram is rolling out new profile requirements for running paid ads. What’s the Latest? Beginning October 25th, 2023,