The 2024 Elections seem to be some of the most exciting, and divisive the US has faced. Americans are searching for information, and most of them trust what they receive by mail, regardless of their age. This means designing direct mail pieces that grab and keep their attention are more important than ever.

Let’s take a look at some of the problems to overcome with this election cycle and ways to make a positive impact.

The Problem:

  • Skepticism about the validity of claims is high, driving voters to seek more information and proof.
  • The multiple channels available to reach voters is broad and overwhelming.
  • Campaign budgets are at a record high.

What the Political Experts are Saying About Direct Mail

The AACP is the American Association of Political Consultants. They were interviewed by The United States Postal Service to gather valuable insight into the use of direct mail for political campaigns.

Around half of the surveyed consultants believe direct mail is one of the best solutions for:

  • Standing out and maintaining relevance amidst the multiple media channels.
  • Integrating messaging across channels.
  • Providing more information and education versus other media channels.

Furthermore, 60% or more of the consultants felt direct mail:

  • Was the most effective at communication about a variety of political topics including candidate biography and stance, information about the opposing party, and when and where to vote.
  • Is more trustworthy than other forms of media.
  • Should be the bulk of marketing spend for political candidates and causes.

The Solution:

To resolve the issue of skepticism and proof

Direct mail is the most trusted form of media communication, and it is believed to offer the most education.

Use direct mail with bright yet simple graphics and messages. Include a QR code or URL to drive people online for more information, make a donation, or take action.

Plumb Marketing is party agnostic and this ensures you will receive unbiased and transparent services you can rely on. Our mailing solutions help you know when your marketing hits mailboxes and what action is being taken. This allows you to see what is working, trending and effective, and lets you shift directions, if needed, before the next mail piece drops.

This active engagement with your campaign is like having another team getting your best messages out at the right time. Combat misinformation and ensure you are giving the most relevant and important topics with this active management.

Solving how to reach voters

Direct mail allows for targeted lists based on a variety of demographics and psychographics. Technology also allows for retargeting and connection among multiple channels.

It’s true that voters are on multiple platforms in the digital space, but most of them have one mailbox, and surveys show most people check it daily. When a voter gets direct mail and takes action online, you are directing that behavior proactively, rather than trying to be everywhere at once.

To address high campaign budget

Because direct mail is targeted and proactive, directing them to the digital space you decide, it means you don’t have to be on every channel to be seen. Maximize your budget with effective communication that comes with direct mail, rather than throwing marketing spaghetti against the wall to see what sticks.

Direct mail offers predictable, reliable results and Plumb Marketing uses their years of expertise to guide your campaign to your desired outcomes.

How a Direct Mail Political Campaign Works

A professional direct mail printer and provider, like Plumb Marketing, handles design, printing, mailing, fulfillment and data. We seal the envelopes, attach the stamps, and otherwise handle every aspect of your political direct mail campaign.

Step 1: Work with Data Specialists

Our data specialists work with information about your campaign demographics to process and merge vast amounts of donor information. This allows for personalization, such as their specific name (unlike bulk mail), and it can be customized further to give a map to their closest polling station, for example.

Step 2: Mail List Cleaning

To ensure accuracy, our comprehensive mail list cleaning checks for relevance, correctness, and deliverability of your mail pieces. This reduces undeliverable mail, its associated costs, and any unintended stress to the recipients.

We do this by:

  • Validating mailing addresses with official postal databases.
  • Formatting data to meet postal service requirements.
  • Eliminating duplicate records.
  • Updating Change of Addresses so the most current address information for recipients is used.
  • Removing individuals from the mailing list who are reported as deceased.

Step 3: Mail List Optimization

To make the mail pieces the most effective we focus on:

  • Optimizing postage costs and streamlining delivery by pre-sorting according to postal regulations.
  • Use demographic data, including purchase history, to personalize mailings.
  • Segment the list into smaller lists for even more targeted mailings, such as those in a certain geographical location, behaviors, or other qualifying information.

Step 4: Design and Timing

We use our knowledge of current trends, along with our tried-and-true expertise to create a variety of mail pieces that get engagement. Then, we set up a delivery schedule that meets campaign requirements, your budget, and your desired outreach schedule.

Ready for Results?

Let Plumb Marketing help you build and fulfill your direct mail political campaign so you can focus on the face-to-face strategies that only you can do. Contact us today to learn more. And, happy campaigning!

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