When it comes to reaching a local audience quickly, there is no other format that has quite the same punch as political mailers. In fact, sending a campaign mailer can instantly enable a physical connection with your constituents, which is highly important when you’re looking for votes.
A political mailer is collateral that’s mailed to you by a political party, federal, state, or local committee, or directly from a political candidate. The most common types include postcards, brochures, and personalized letters. This type of direct mail can have a major impact on your overall election campaign strategies.
No matter where else a politician chooses to advertise, they know beyond a shadow of a doubt that a direct mail campaign will reach a large percentage of voters. Whereas radio or television ads will only reach certain people, direct mail can be delivered to everyone.
Direct mail uses personalized messaging to command a higher response rate and voter engagement. To compare the effectiveness of direct mail versus digital marketing channels, it’s important to recognize one key stat: Direct mail leads to 30x the response rate of an email [1]. Furthermore, a whopping 94% of recipients have a positive reaction to getting personalized mail [1].
One small case study out of Greenfield, CA, found that sending out 1,500 political campaign mailers led to the reelection of David King [2]. When King was faced with having to get his name out there, he turned to direct mail because he knew his constituents would receive it quickly and that most people have an emotional response to receiving this type of mail.
Voters tend to believe that direct mail is more credible than TV advertisements or a home visit. Furthermore, nearly half of voters indicated that receiving direct mail directly impacted their voting decision.
Century Direct designs each mailer using data-driven strategies. We also provide targeted mailing lists, high-quality digital printing, offset printing, and full bindery. Plus, we use intelligent mail tracking, which allows you to know where your mail is and create a digital marketing campaign to go with it. Most importantly, we’re able to tailor your messages to target specific voting districts and demographics.
To ensure your political mailers are as effective as possible, it is crucial to use a combination of compelling design, strong messaging, and strategic targeting. Here are some key elements that can enhance the effectiveness of your campaign:
Century Direct employs these strategies to ensure every piece of political mail maximizes engagement and influence. With our expert guidance, your campaign mailers will not only reach the right people but also drive meaningful voter responses.
Although it’s not actually a requirement, it is advised that you use Tag 57 when you’re mailing political direct mailers. Tag 57 should be applied to a container that is full of political mailings. It is not to be placed directly on each mail piece.
If you choose not to work with Century Direct, it’s also vital to speak to a USPS mail piece design analyst. However, it’s much more time-efficient to work with the expert team at Century Direct. We fully understand the USPS’s regulations, along with election advertising and campaign finance laws. As a result, we’ll send out your direct mailers before you’d even be done researching what you can and can’t say on political mail.
It’s our job to remain up to date on the latest legal requirements because Century Direct works with direct mail daily. We take all the guesswork out of the equation!
Working with an experienced direct mail partner will save you lots of time and energy, along with money. We have the benefit of knowing what works and what doesn’t, which means you won’t have to spend a lot of time figuring this out.
Century Direct is known for sending out comprehensive political mail campaigns. We’ll handle everything from design services to distribution. This frees up you and your team to do what you do best. By using data-driven insights, we’re able to deliver cost-effective, high-impact campaigns.
Are you ready to learn more? Contact us today to start your successful political campaign!
