The Media Mix

The American Association of Political Consultants (AAPC) and the United States Postal Service® commissioned a survey of Florida and Ohio voters to understand how direct mail influenced voters’ attitudes toward elections and candidates. The survey also assessed how direct mail performed, in an increasingly competitive political advertising environment, compared to other channels such as television, radio, text messaging, emails, and digital ads.

This research is the latest step in the Postal Service’s ongoing thought leadership about political mail’s influence. The white paper highlights the memorability of the Mail Moment® experience, explains why mail integration is critical, shows that mail remains credible in an age of unprecedented skepticism, and illustrates how mail is particularly effective with women and minority voters.