Political Campaigns Run in the Mail

Fifteen-second sound bites, lawn signs and print ads may do a great job of getting your candidate’s name out there during campaign season. However, even at their most effective, traditional media can leave a prospective voter puzzled about the people behind the names and where they stand on complex issues.

So how can you fill in the gaps and break through all the political clutter to ensure your message is not just clear, but at the top of  the mind on Election Day?

One option is to consider a tool like direct mail, which is a powerful, proven and cost effective way for candidates, campaign committees and political parties to get their message to the voters. Here’s why:

Mail targets, and is personal. Direct mail can single out your best prospects by name, age, household income and more — and communicate specifically about the issues that affect them the most. Focusing your campaign funds on the voters you can influence is a cost-effective way to get the best results. Additionally, advances in Variable Data Printing allow you to seamlessly integrate voter data into your communications through customized messages and surprise graphic elements.

It offers nearly unlimited formats. From postcards to self-mailers, you can design mail to fit your needs and budget. You can communicate detailed positions and policies, outline
the differences between your candidate and the opposition, or send a survey.

It’s tangible. People hold it in their hands. They read it. They can save it for future reference and pass it on to others. They may even share it with like-minded voters. And it can be a valuable reference tool for those who vote by mail as they fill out their ballot.

It’s also digital. Quick Response — QR —  codes have become more commonplace in integrated marketing campaigns and can be a unique tactic for political mail. You can create a QR code to include in your mailings, which can direct your recipients to a website, multimedia assets or give them more information by allowing them to scan it using a smartphone.

It’s measurable and trackable. Tracking responses to surveys and recruitment or fundraising mailings can tell you if your campaign message is hitting the right tone with voters — and you can fine-tune the message to improve results if it isn’t. You can even use direct mail to see how well other media efforts are working.

It’s easy. Create effective direct mail on virtually any budget and time frame. Do it yourself right at your own desktop. Or use an inexpensive online resource that allows you to design your own piece and download your mailing list. It will then print, address, apply postage and mail it for you. You can also hire an agency that specializes in direct mail.

It’s cost-effective. When you add the unique benefits of direct mail together — that it is measurable, flexible, targeted, and can be customized — you end up with a communications channel that gives you value for your campaign dollars.
Plus, direct mail has a greater response rate than email for fundraising.

Ten ways Direct Mail will give your campaign an edge:

• Target voters who support your position, issue or candidate’s platform — or those who can be influenced to support it.

•  Take advantage of mail as one of the leading response and revenue-generating channels for fund-raising.

• Measure the effectiveness of your mail piece by tracking your results, and use this information to fine-tune your messaging.

• Reach virtually any voter in the U.S.

• Customize your mailings with personalized messaging and graphics.

• Explore a wide range of formats for various purposes and to increase cost-effectiveness.

•  Learn more about your voters by including surveys and questionnaires.

• Explain your platform in far more detail than a 30-second TV ad will allow.

• Use direct mail’s pass-along value to reach more voters and help shape public opinion.

•  Support your other media efforts for maximum reach, impact and results.

John Budzynski is a 32-year veteran of the United States Postal Service and currently serves as the consumer advocate and manager of customer relations. As consumer advocate, he is the independent voice of residential and commercial customers. For more of his reports, Go Here Now.