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Direct Mail In Your Campaign Strategy
CAMPAIGN 2016
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The Goal – Win the Race
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CONNECT Political Direct Mail
Influences The Opinions & Actions Of Voters
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Campaign Needs
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Campaign Communication Options
• Broadcast TV• Cable• Canvassing• Direct Mail• Email• Mobile
• Newspapers• Online Search & Ads• Phone Banks• Radio• Social Media
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Technology has empowered consumers and voters to choose what advertising they see… Mail is the only remaining advertising medium that can reach every targeted voter. And not only is technology powerless to block access to your mailbox, advanced analytical database tools have made it much easier to deliver mail to exactly the voters you need.
Hal Malchow Award-winning political strategist & voter targeting pioneer
2014
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Where Does Mail Work?
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FundraisingVoter EducationVoter PersuasionDefine/Attack OpponentVoter MobilizationGOTVBrand Extension
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Why Does Mail Work?
• Targetable – Deliver the right message to the right voter
• Influential – Deliver your message into voters homes and ask for their support
• Flexible – Variable print lets you tailor messages by audience & campaign stage. Print to mobile technologies let you use mail to take voters to your other channels & content
• Tangible – Give voters something to keep & refer back to
• Measurable – Monitor voter action to measure results & influence
• Economical – Strategic communications to likely voters is an effective use of campaign dollars. No other channel can guarantee delivery into every home.
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Channel Characteristics
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CHANNEL PROS CONSCable/TV Wide reach, same message Expensive, increase in ad skipping, harder to buy time
near election day
Canvassing Direct connection with voters Labor intensive, relies on volunteers
Direct Mail Delivery into every home, integrates with other channels, targetable
Longer lead time, database errors can result in undeliverable mail
Email Low cost, quick execution, targetable Spam, delete, opt outs, deliverability
Mobile Accessibility, video compatibility, low cost, immediacy
Intrusive, screen size limitations
Newspapers Tangible, convenient, less intrusive Declining readership, short lifespan, ad clutter
Online Speed, measureable, targetable, variety and control of placement
Competition drives cost; banner blindness, tune out factor
Phone banks Direct engagement with voters, instant feedback Requires firm or volunteers, invasive, decline in landlines, ignore factor
Radio Mass messaging, economical Message limited by time, not tangible
Social Media Increased brand recognition, potential reach, targeting is improving
Can lose control of message, likes do not equal engaged
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How Direct Mail Can Help Fill Media Gaps TV/Cable ad skipping – Use mail to canvass the audience
you want to reach Online banner blindness – Use mail to direct and connect
voters to campaign website and information Low engagement of social media – Use mail to inform and
to promote social media participation Email opt outs – Use mail to reach the
donors/volunteers/voters who’ve opted out of emails Mobile – Use print to mobile technologies to connect
voters directly to digital assets
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Targeted Mail = Relevancy
GenderAgeGeographyEthnicity Issues/Concerns Interests (i.e. veterans, faith, business owners,
etc.)
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Mail is Multichannel
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How Mail Can Drive Digital Engagement
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Donate
Volunteer
Ballot
Social Post
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Where Mail Can Lead
Mail can launch into digital content (campaign videos, commercials, testimonials)
Mail can link to click to call (donations, volunteering)
Mail can link to online experience (campaign webpage, volunteer form, donation site)
Mail can link to social media (drive likes, viral activity)
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Appointment Mail Mail + Mobile = Multiple Engagements• Print to Mobile campaign mailer
sent to target audience (voters/donors/volunteers)
• Audience retains mailer to access updated content via mobile
• Changing backend experience helps drive ongoing engagement with candidate or issue
• Share campaign insight, encourage involvement, feature interviews, behind the scenes footage, voter testimonials, etc.
• Extends use of existing digital resources
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USPS Consultative Support:Direct Mail in Your Multichannel Strategy
Database hygiene – address quality processes to maximize deliverability
Targeting & personalization to increase message relevancy & response
Integration with other channels for message lift, to connect with voters and to expand the functionality and life of campaign mailers
Mailpiece formats to increase voter engagement & stay within budget
Entry/Processing to streamline through USPS system
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Direct Mail Is Essential For Winning
• Mail can reach into every home
• Mail can support other campaign channels
• Mail can target specific voter segments
• Mail helps drive & expand your digital efforts
• Mail helps you share your vision
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Recommendations
Insert your list of recommendations & next steps
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Thank YouPeter Hatzikyriakos
United States Postal Service1000 Westchester Avenue, ste. 9201
White Plains, N.Y. 10610(914)697-5432
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