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Why Direct Mail Matters for Your Political Campaign

Direct Mail Political Campaigns Are More Effective Than You Think!

Political ads—you see them all the time, good or bad. This candidate hates puppies; how can they possibly be trusted to run our great state? Or, since they announced their candidacy for Governor, over five people have said that they’ve personally witnessed him pick his nose in public!!! Is this someone you want making decisions for your taxes?  It’s easy to think that this is the only way a political campaign is won (or lost—who would vote for someone who hates puppies?), but a lot of elections come down to more than just commercials. After all, buying up ad space on TV can cost a fortune, and a lot of candidates don’t have room in their budget for just one type of campaign.

That’s where political mailing lists can be a huge boon for your campaign—instead of a big, fancy (and mean) ad, pivot to a medium that’s plenty reliable and only costs a fraction of the price. We’ve outlined some of the key benefits of a direct mail campaign, and what steps you need to take to make sure that your targeted audience reads and listens to what you have to say.

Effective, cost-controlled marketing

When you’re deciding which direction to go in for your political campaign, your budget is undoubtedly one of the most important things that you need to consider. Why waste all your money on one medium, when you can diversify your options while still reaching your target audience? Direct mail is a cost-effective method of reaching the people you want to reach. Compiling a mailing list is relatively easy—you can choose voters that are active participants in local politics (you can see how many elections they’ve voted in recently), which party they vote for, what precinct they voted in, and where they’re registered to vote.

How to avoid the garbage can with your mail

Now that you’ve determined who you want to target with your mail campaign, how do you make sure they don’t immediately toss it away, never to be read again? While some voters that take a little more time to read what you have to say, the vast majority of recipients will barely skim your mail before throwing it away almost immediately. There’s not much that you can do to change what people do with their mail (some people would rather not receive mail at all), but you can certainly change the content of your letter to get your message across more effectively. You want to let your voters know why you’re running for office in as little time as possible—delivering a message that is too granular, issue-specific, you risk accelerating your trip to the trash can. Two key parts of a direct mail campaign are:

  • Raising name awareness
  • Highlighting your message/emphasizing negatives about your opponent

If there’s one thing you want the reader to see, it’s your name. Soon, they might be asked, “are you voting in the local election?” They may not have the best idea yet, but at the very least they’ll know your name. If there’s another thing that you want them to see, it’s what you do well, or what your opponent doesn’t do well. As long as you’re effective in your brand positioning, you’ll be able to reach the audience you want with minimal hassle.

 

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DirectMail2.0/Presort Plus Announces New Integration with Informed Delivery® From USPS

On May 4th, 2018, DirectMail 2.0 and Presort Plus announced a brand-new integration between Informed Delivery® and DirectMail 2.0. The new integration gives companies the opportunity to supplement their physical mail campaign with engaging impressions and clicks by increasing exposure for specific users. When customers add Informed Delivery® to their multi-channel marketing campaign, they can expect to increase impressions by an average of 10-20%. With an expected 10-20,000 new users joining every day (according to USPS), you’ll be able to improve response rates and enhance your digital marketing campaign like never before.

How does Informed Delivery® work?

Every digital marketing campaign and direct mail campaign should be employed with the express purpose of increasing your audience—if the steps you’re taking aren’t generating the attention you need, then you’re putting your company at a disadvantage. Informed Delivery® enhances your client’s mailing piece with a clickable, full-color ad within the email sent by USPS. Driven by customer feedback, the integration will help clients track when and where their ads are opened, help customers see when their package is going to arrive, and much more. It makes customer service more manageable, it improves visibility for your product or service, and it promotes lead generation in a platform that before led to more ambiguity for businesses and their customers alike.

What is DirectMail 2.0?

Founded in 2015, DirectMail 2.0 is a cloud-based integrated marketing platform that helps small and medium-sized businesses launch, manage, and track multi-faceted digital marketing campaigns to expand the reach and return on investment (ROI) of their print campaigns.

Why should I use Informed Delivery?

Not every marketing platform is designed to optimize your strategy like Informed Delivery®. Digital and direct mail marketing campaigns can be difficult to track, leaving your digital strategy in flux with more questions than answers. The easiest way to generate brand awareness is to increase the reach of your digital campaign and make sure that your target audience has the option to give you more pertinent information than conventional marketing tactics. If you want to increase your brand’s visibility, simplify your tracking, and drive up the awareness around your marketing campaign, Informed Delivery® from DirectMail 2.0 is an excellent strategy for your business.