Direct Mail Is Still A Force In Elections
Many businesses think that digital media and the tech age is the way to garner audiences to their messages. However, direct mail marketing has demonstrated powerful results for companies who invest in this marketing strategy.
People Trust Print
A United Postal Service conducted a survey in November of 2017. The results demonstrates among many findings, the survey found that 68% of all surveyed voters ranked direct mail among their three most credible forms of political outreach. This outpaced competing forms of political outreach such as TV (59%), in home visits (47%) and digital ads (26%).
According to another survey, 59% of businesses say targeting is one of their top reasons for direct mail. The ability to target your audience with what they want to hear is a new possibility with direct mail. The more unique and memorable this experience becomes the easier it will be for your audience to resonate with that message.According to USPS data, 24% of businesses allow the perception that younger audiences aren’t’ attracted to mail media to work against them. Research shows that “Millennials are more likely than previous generations to scan, sort , read, and share the mail that they receive.” In fact that overwhelming amount of digital overload that millennials receive in today’s tech age, makes mail marketing a refreshing avenue. Using direct mail marketing will make younger audiences trust your campaign more often than not.
Print Still Has Power
In this tech age, many still think that digital marketing is the way to influence, empower, and motivate others. This belief is so prevalent that many have neglected that print still has its own effects and advantages. A 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.
- Direct mail is more likely to be persuasive because it had a 20% higher response rate than digital marketing ads.
An easily processed message is the one that will resonate with voters memory. A direct mail marketing campaign also influences voters more because of its physical impact. Incorporating this into a political campaign is one that will yield results. The tangible and physical effects that direct mail marketing has are promising.
