The Pros Of Using A Direct Political Mail Campaign
People Will Trust Your Campaign Naturally
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%).
Print Still Has Motivational 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.
Direct Mail Resonates Well With A Younger Audience
According to USPS, 24% of business have the misconception that millennials aren’t engaged in direct mail. This statistic works to their disadvantage. This study demonstrates that millennials are more likely than other previous generation to scan, sort, read, and, share the mail receive. Millennials being known to be the most politically active generation, targeting them with direct mail marketing is an effective strategy that may lead to more results.
