Why You Should Use Direct Mail When Running For Office
Are you looking for a way to make an impression on voters? There are many questions that come with a campaign. How will I gain their trust or become invested in my campaign? Direct mail has a way to make that a possibility.
People want to be a part of a mission and message that has an overall good impact. People also want connection. They want to connect with the messages that they identify with because this belief will empower them to convince others. You can curate this personal experience with direct mail marketing. It would be an experience that would have a unique and individualized angle in a way that direct marketing does not convey.
Print is More Powerful Than Digital
We hear so often that there is power in social media. While the volume and speed at which we can transfer information in this way is indeed powerful, we have forgotten the ways in which people not just gain information but the way they retain and remember.
A Canadian neuromarketing firm conducted a study that demonstrated two results:
- Direct mail requires 21% less cognitive effort to process than digital media, suggesting that it is both easier to understand and more memorable.
- Overall effectiveness, referred to as the motivation-to-cognitive load ratio within the study, showed that direct mail scored an average 1.31 compared to 0.87 for all digital channels. This is significant because, in this type of test, values greater than 1.0 are indicative of broad in-market success.
The Social Media Door Is Crowded
People are overwhelmed with media notifications and emails flood their inboxes every day. This influx of information naturally causes voters to go on autopilot. They are not connecting with the branding messages that are meant for connection.
This demonstrates the disconnect digital marketing easily fosters. Since, the overwhelming amounts messages are being funneled into one medium, this means other mediums are not as crammed. This is good news because that leaves physical mailboxes empty and open.
This could make a smarter marketing strategy because it’s an avenue often overlooked. This is why you should use direct mail marketing when running for office.
