In 2014 Political mailers still work, as the digital age matures and marketing strategies try to keep up with rapidly changing technology and consumer preferences, most of the emphasis is placed on website content, social media marketing and e-mail campaigns, and politicians, campaign managers, and political organizations are no exception. But as every good marketer knows, it pays to have a widely diversified approach to add flexibility to targeting and reach as wide a demographic as possible, and that’s why direct political campaign mailers, including political postcards and other kinds of political mailers, should still hold a prominent place in every campaign mailer outreach arsenal.
One of the biggest advantages of political mailers is that it’s one of the best ways to reach older Americans of the Baby Boomer generation, many of whom are still more comfortable with so called ‘snail mail’ than electronic means of communication. According to the Washington Post, as recently as the 2008 presidential election more than half of all voters were over the age of 45 and both the Obama and McCain campaigns invested heavily in political post cards and other forms of the old fashioned campaign mailer, and to good effect. And the Obama administration has continued to use direct mail to promote key issues and to microtarget specific demographic groups such as Latinos, environmentalists, and of course seniors.
Micro-targeting For Political Campaigns
And that ability to target to specific demographics is the second great advantage of political campaign mailers, which of course have the benefit of being sent to specific geographical areas utilizing zip codes and addresses, areas that have already been analyzed for demographics and the political preferences of the population.
Of course direct political mailers should also tout the digital elements of of an outreach strategy and should contain clear links to a politician’s or political organization’s website, e-mail addresses, Twitter, Facebook and other digital marketing tools. The U.S. Postal Service, which of course wants to promote the use of direct mail marketing, has published a helpful guide with tips on how to make direct mail campaigns more effective, pointing out that political postcards, for instance, can also include mobile QR codes to make a mailing more appealing to mobile device users.
Says USPS VP of Sales Cliff Rucker, “According to our most recent data, 81 percent of households read their mail daily. This reinforces that mail continues to be one of the most powerful ways to reach intended audiences.”
Gravis Marketing offers a comprehensive, efficient and economical direct mailing service including campaign mailings, political postcards and more. Contact Gravis marketing today to find out the most effective way to get your message out to every person you want to reach.