Sing it with me . . . “It’s the most wonderful time of the year!” Yes, I know there are those that would disagree with me, but for all of us in the mailing business, this is one of our times to shine.
Studies and polls continue to show that mail can play an important part in a political campaign. From directing voters to your website to rallying them to the polls, mail has an impact across all generations. So who is using this powerful tool, you or your opponent?
Call us to make the power of mail work for your campaign. Time is running out!
4 WAYS DIRECT MAIL CAN BE USED TO HELP BOOST VOTER TURNOUT
Sep 20, 2016
By Elena Neely
Getting voters to the polls is clearly an important part of any election. Your Get Out the Vote (GOTV) efforts might mean the difference between winning or losing on election day.
1. Set high expectations.
Too often, politicians and the press predict low voter turnout to get more people to vote. However, this tactic doesn’t necessarily work. People are social beings, especially in this digital age, and the actions of others have an impact on their own behavior. Instead of focusing on expected low turnout, emphasize expected high turnout in your next mailing, especially when it comes to influencing infrequent voters.
2. Speak to the issues voters care about.
Voters are more likely to show up at the polls if your communications reflect the issues that are important to them. For example, sending targeted direct mail about Social Security to mature voters, or about jobs to Millennials, can compel each group to care more about voting for the candidate championing the issues important to them.
3. Use the clues voters are leaving behind.
Voter files can provide valuable information, enabling you to customize the mailings you send to particular individuals and helping to boost the effectiveness of your GOTV efforts while curbing costs. Use available information to create a focused strategy which targets your most likely voters and addresses the issues that matter to them. This can drive the undecided to vote for you or your candidate.
4. Let social pressure work for you.
When it comes to voter participation, the behavior of others often influences our own actions. “Social pressure” mailings show who voted—and who didn’t. These mailings compare a recipient’s voting frequency with the neighborhood average. The idea is not to shame people into voting, but rather, to capture their interest and encourage them to keep up with their neighbors by getting out to the polls.
ABOUT ELENA NEELY
Elena Neely is the National Lead for the U.S. Postal Service® Political Mail Outreach efforts. Elena mobilizes a national team of specialists who consult with and support political campaigns, campaign strategists and political alliance mailing partners. She manages USPS® strategic sponsorships with political associations and coordinates marketing and sales efforts to support the use of political mail. The U.S. Postal Service helps political campaigns identify winning media combinations to Deliver The Win™ for their campaigns.