Political Campaign Mail Wins Elections

To mail service providers, it may seem that digital channels soak up a disproportionate amount of resources and attention from marketers, including those engaged in promoting political campaigns. But evidence shows that direct mail remains an impressive tool for candidates, ballot measures, and political parties. Postal mail’s psychological influence, performance metrics, and strategic position make it a solid player during messaging-heavy pre-election times.

Political mail has transitioned from broad, impersonal approaches to targeted campaigns executed with surgical precision. Political parties and campaigns have access to detailed voter information. Combined with supplementary data based on geographic location, demographics, psychographics, and online activity, political campaigns can easily design hyper-personalized direct mail pieces aimed at an audience of one … (click to read more)