In an age of digital everything, you might wonder if direct mail is still relevant. The answer is a resounding yes. Direct mail continues to be one of the most effective tools for political campaigns—when done right.
The Case for Direct Mail
It Gets Seen
Unlike emails that get filtered or digital ads that get scrolled past:
- 90%+ of mail gets opened (even if briefly)
- Physical mail lingers - It sits on counters and tables
- Less competition - Voters receive fewer mailers than emails
It Reaches Everyone
Not all voters are online:
- Older voters trust physical mail more
- Rural areas may have limited internet access
- Some demographics avoid social media entirely
It's Tangible
There's psychological power in physical media:
People remember and trust physical content more than digital. A well-designed mailer creates a lasting impression that a Facebook ad cannot match.
Types of Campaign Mail
Introduction Pieces
- Introduce your candidate early
- Establish name recognition
- Share basic biography and values
Issue Mail
- Focus on one or two key issues
- Connect the candidate to voter priorities
- Use data to target issues by audience
Contrast Mail
- Draw distinctions with opponents
- Highlight policy differences
- Use carefully researched facts
GOTV Mail
- Clear voting information
- Polling locations and hours
- Deadline reminders
Design Principles That Work
Visual Hierarchy
- Large candidate name - Build recognition
- Clear headline - Communicate one main message
- Action-oriented - Tell voters what to do
Photography
- Use professional, authentic photos
- Show the candidate with voters
- Images should match the message tone
Copy
- Short sentences and paragraphs
- Bullet points for key facts
- One main message per piece
Mail Strategy and Timing
Frequency Matters
Voters need multiple touches to remember your message:
- Minimum: 3-4 pieces to persuadable voters
- Optimal: 5-7 pieces over the campaign
- Final push: 2-3 pieces in the last two weeks
Timing the Drops
- Early vote states: Start mail before early voting begins
- Traditional states: Peak volume in final 2-3 weeks
- Avoid weekends: Aim for Tuesday-Thursday delivery
Variable Data and Personalization
Modern mail isn't one-size-fits-all:
- Personalized salutations - "Dear [First Name]"
- Issue customization - Different messages for different voters
- Geographic targeting - Local imagery and references
Integrating with Other Channels
Direct mail works best as part of a multi-channel strategy:
- Mail + Digital: Retarget mail recipients online
- Mail + Text: Follow up mail drops with texts
- Mail + Phones: Use mail to warm up call lists
Cost Considerations
Mail is an investment. Budget for:
- Design: Professional creative development
- Printing: Quality paper and printing
- Postage: USPS political rates
- Data: Targeting and list acquisition
Measuring Impact
While harder to track than digital, you can measure mail effectiveness:
- Matched panel surveys: Compare mail recipients vs. non-recipients
- A/B testing: Test different creative or messages
- Timing correlation: Track support changes after mail drops
Ready to Create Impactful Mail?
Point Blank Political offers full-service direct mail—from strategy and design to printing and delivery. Contact us to discuss how mail fits into your campaign plan.