Political Direct Mail – Weighing the Benefits

July 22, 2020

With our current political climate driving bold and divisive campaign strategies, one thing is certain; candidates and campaign managers have to get creative to pique the interest of constituents. To stay relevant and deliver your political message, employing methods to get your cause, ideals and political platform to an ever expanding audience is a must. There are a multitude of ways to deliver those messages. From social media marketing to TV ad spots, and even billboards and door-to-door campaigning, advertising in political campaigns is imperative to success. While some may think direct mail marketing is a less relevant form of advertising, that’s simply not true.

When it comes to a successful campaign, many marketing experts believe that political direct mail is essential. ! That’s a huge number, especially when candidates make considerations like the age and other demographics their voters may fall under. While we know that mail volume goes up during an election year, almost 80% of households go through their mail in the same day. A perfectly crafted piece of political campaign mail can grab their attention and help encourage them to hear your message.

Direct Mail for Political Campaigns – Does the Cost Make Sense?

Despite digital marketing and social content strategies seemingly dominating the advertising landscape, direct mail for political campaigns is a hugely beneficial method to reach voters. Studies in neuromarketing have shown that engagement with physical ads is higher and consumers are more responsive when they’re able to physically experience direct mail or physical ads as opposed to digital ads. This response is even better when digital ad campaigns are prefaced with physical ads like those consumers or voters would receive in their mailbox.

Not all your constituents partake in social media! To reach a wider audience, direct mail for political campaigns might be the key to your success.

Another benefit to direct mail is credibility and trust from voters. . In most cases, this type of advertising ranked higher than even TV and digital ads. In a time when voters are unsure what messages to trust with false news articles across the internet, delivering your honest message right to their mailbox is a more trusted method, even when compared to door-to-door campaigning. This means the cost of direct mail marketing in comparison to larger, more extravagant advertising avenues will garner you an even better return on investment for a smaller budget.

With the cost of TV commercial slots and other print media requiring hefty sums of money to create and run, these types of marketing tools may not be ideal for your campaign budget. Through the use of demographic targeting to focus on groups of people interested in specific causes and platforms, campaign strategies can include direct mail to ensure a candidate’s stance on a particular cause reaches those most interested. By using political direct mail in conjunction with your digital marketing strategy, you’re sure to include an even wider, more engaged audience.

How Do I Add Political Direct Mail to My Campaign Strategy?

It’s important to work closely with your advertising manager to dial in and really nail down the best way to incorporate your direct mail marketing strategy into your political campaign. Utilizing services like ProTarget from ProList is a great way to get direct mail to constituents and voters quickly and efficiently. ProTarget takes your member or constituent data and assigns congressional district data – including US Senator and Representative names and districts – to enable you to send a fully customized direct mail message to a specific audience in the matter of just a few days.

In a time when door-to-door campaigning is on hold, and trust and credibility are imperative to make informed decisions when it comes to politics, direct mail is a great resource. Using this type of direct marketing to reach the public is a great way to get your candidates face in front of the people quickly and cost effectively. Ready to get started? Contact us today!