Using Direct Mail To Win Local Elections
The results of direct mail marketing is proven to be powerful. This old school tactic has demonstrated that will resonate strongly with readers and motivates them to action. Using direct mail marketing is a good strategy to implement with local elections because locals can build the foundation to credibility towards your campaign.
Direct Mail Has the Power To Be More Persuasive
Physical and tangible mail campaigns have a personal effect and the political is personal.
If voting starts at the local level than it can generate more believability and generate more trust.
Voters and Mail found that 82 percent of registered voters want campaign mail to address a candidate’s position on the issues. Likewise, 74 percent of voters indicated that they were interested in campaign mail that contrasts the candidate with their opponent on the issues, and 73 percent were interested in campaign mail that illustrated the candidate’s voting record on past issues.
Personalization Drives Engagement
According to statistics from the USPS, 44% of mail addressed to a specific person is read immediately. 84% of consumers are more likely to open a direct mail piece if it is personalized. 59% of businesses say targeting is one of the top reasons for considering direct mail. If individualize your platform experience you can ensure that it will garner trust and authenticity.
Print Can Be 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 powerful, we have forgotten the ways in which people–not just gain information–but the way they retain it.
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.
This demonstrates that not only is mail marketing easier to process than digital but will more likely drive your audience to action. If you target your audience correctly with their views and beliefs with these statistics in mind, you’ll have a more effective campaign that may drive people to vote for you. Allow Letterhub to elevate your political campaign.
