August 15, 2024
It’s crunch time: How to deliver the win on November 5th
As we near the home stretch of the race, connecting with voters has never been more important for your campaign—especially undecided voters who often tip the scale at the last minute on the election outcome.
The challenge: Voters are being bombarded right now with political advertising vying for their attention. And many are skeptical of online ads. This can make it difficult for campaigns to cut through the noise and make that all important connection.
The solution: Direct mail is a trusted channel that can help your campaign overcome skepticism and make an impact. In fact, 56% of surveyed voters trust direct mail more than other advertising channels.1
Integrating direct mail into your media mix also helps reinforce your messages on other channels to help your campaign stand out from the competition. 68% of surveyed voters agree that direct mail reinforces information they saw on television and in online political advertising.1
3 tips to help your campaign break through and connect using direct mail.
Knowing what types of voter messages to share and when to send them is key to helping your campaign succeed.
1
Focus your messages on what voters care about most.
Voters surveyed feel that it’s important that the messaging they receive in the mail speaks to issues that matter to them.
Types of information voters want to see communicated in direct mail:
- 83% want to see the candidate’s stance on local issues.1
- 81% want to see the candidate’s stance on domestic issues.1
- 74% want to see a candidate’s biography.1
2
Find that timing sweet spot when voters are most receptive.
Direct mail can make an impact that sways votes these last weeks before the election.
Political consultants surveyed found that sending mail 6 to 10 weeks before the election is the sweet spot to make the most impact and influence voters.2 They also recommend sending mailers up to three times per week.3
3
Use retargeted mail to sway voters who have engaged with your digital content.
Retargeted direct mail takes data insights from digital interactions and generates a mail piece as a follow-up to engage voters in a personal but automated way.
You can use mail retargeting to:
- Personalize your messaging with content focused on issues that voters care about most.
- Make another impression with voters who have shown interest in your campaign.
- Convert swing voters who may be on the fence.
- Automate and streamline your campaign ad efforts.
- Reinforce your online campaign messages.
Bottom line.
With election day closing in, now is the time to deploy direct mail. Implementing the above tips can help your campaign optimize direct mail to connect with voters and make an impression that can help you earn their vote.
How to Tackle Campaign Challenges with Direct Mail
Get actionable insights from 2023 post-election research, voter surveys, and consultant interviews to help your campaign turn challenges into opportunities this election cycle.
