Dispelling The 3 Biggest Myths of Political Mail
In the age of digital marketing and communications, some may be quick to assume that the era of political mail has come to an end, but this false assumption could mean you are missing out on a billion, yes billion, dollar opportunity. Industry analysts are projecting the 2022 midterm cycle to hit $9 billion in ad expenditures, which is more than double the amount spent in the 2018 midterm cycle. Besides TV, more money was spent on direct mail in the last election cycle than any other place. What does this mean for you as a printer? Political mail isn’t dying, it’s thriving and we’re here to talk through some of the most prevalent myths surrounding political mail to make sure you aren’t missing out on a piece of this political pie.
Myth #1: Political Mailing Is A Seasonal Cycle
When we think of “voting season,” our thoughts automatically go to the Fall. While there is a distinct peak in the Fall when it comes to voting, the voting cycle is long and elections occur for various offices year-round. While midterm elections are held in early November, don’t forget that early voting for the first state primary elections start in February and primary runoffs last through May – meaning there’s an opportunity for state-level political campaign marketing for most of the year.
In addition to lengthy voting cycles, voting decisions are being made farther out from when ballots are cast. In fact, 60% of voters reported that they made their decision about who to vote for a few months before the election, with only 19% reporting that they decided within the
last week of the election. It’s never too early to encourage candidates to begin their political campaigning and direct mail is a great place to start! In fact, 73% of Americans prefer first contact by mail when it comes to voting, this means you should be marketing your political mailing services TODAY!
Myth #2: Voters Don’t Trust Direct Mail
Direct mail continues to be one of the most effective forms of marketing and at a time when voter skepticism and mistrust of advertising are at an all-time high, political mail is more important now than ever before. According to a recent USPS study, 70% of voters said that they would trust mail about a candidate’s background, stance on issues, and legislative record.
This trust in direct mail transcends generations with 58% of young surveyed voters agreeing that political mail was more factual than any other piece of political advertising and 73% of young voters saying it was very or somewhat easy to determine the source of the content. With the proliferation of “fake news” on the internet, voters look to offline sources for information when it comes to political candidates. Being able to easily identify and attribute the source of the information will continue to bolster the credibility of direct mail, cementing its position as a trusted source of information used by voters.
Myth #3: Political Mail Isn’t Relevant
One of the keys to a successful political campaign is repetition. Reinforcement is crucial if you’re going to cut through the clutter and direct mail can be valuable in helping reinforce campaign messaging that’s communicated through TV, digital, and social advertising. The ability to target very specific groups of people based on geography, demographic characteristics, party affiliation, and age makes direct mail a great way to efficiently and effectively achieve this repetition through a trusted communications channel.
Voters also continue to look to direct mail to help them make informed voting decisions. Political mail is a trusted and reliable way to educate voters – 71% of voters say that political mail helped them learn about political candidates and their stance on issues and 55% of voters said they use mail to decide how to vote. Political mail is also an excellent way to reach voters that are undecided on how they’re going to vote – 6 out of 10 swing voters say political mail is helpful in making their decision.
It’s also a mistake to count millennials and Gen Z voters out. The voting population is getting younger and more involved in politics. During the 2020 presidential election, 55% of voters between the ages of 18 – 29 voted, setting a voter participation record for this demographic. Coincidentally, direct mail is particularly effective in reaching millennials with 76% of millennials indicating they are very or somewhat likely to read their mail upon seeing it, a figure higher than both Gen Xers (65%) and baby boomers (61%).
Political mail also offers voters an easier way to process information. According to a study by neuroscience research company True Impact, direct mail requires 21% less cognitive effort to process than digital mail, this even includes email. In addition to this, the study also concluded that direct mail elicited a 20% higher motivation response, meaning the effective use of political mail can drive more people to the polls.
So how do you offer your political clients more? Political Power Up is an omnichannel marketing solution that is designed to seamlessly track the effectiveness of your client’s direct mail while enhancing results through digital integration on platforms including Google, Facebook, Instagram, and YouTube.
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