Direct Mail: Still Powerful

In today’s world of digital communication, direct mail may seem a relic from a bygone era. True, political leaflets have been campaign mainstays since American Revolutionary times, and they continue. Nowadays, despite Internet and social media, print promotion not only endures, it gets read.

In fact U.S. Postal Service data reveal that every piece of direct mail is read every day in 55 percent of households while 79 percent of households scan them. Each address receives an average of two bulk-mail pieces a day, making them stand out and more likely to be read. And when it comes to Millennials, 90 percent of them consider direct mail reliable.

So postcards sent by candidates running for local, down-ballot office are not only vital, they are often the only communication voters receive. In fact the lower the office’s visibility, the more the candidate relies on direct mail. Those on tight campaign budgets stretch the money by making postcards perform double duty as handout for canvassing door to door and bulk mail piece.

Print materials represent your prime marketing investment, one whose sole mission is to steer votes your way. In them candidates introduce themselves, highlight accomplishments, and explain how voters will benefit with them in office. Unless readers grasp the benefit presented, they won’t read further. In fact studies reveal that 80 percent won’t. So your goal is to make it crystal clear how voters will benefit with you in office.

Use your campaign colors and logo on all print runs. Make a cohesive, memorable campaign package by coordinating all materials: post card; yard sign; Website. Make it attractive and well-written. Make it compelling so it gets read. Here’s how.

Direct Mail’s Big Three

Unsolicited direct-mail faces two primary challenges: to get noticed and acted upon. Your aim is a piece that stands out, encourages voters to read it and take action by voting for you. Winning political postcards tell:

Who

The recipients: determined by voting frequency. Number of postcards printed and mailed depends on available and projected funding. Lower postage cost by sending one postcard per address regardless of number of voters at the address.

What

The message: telling voters how they will benefit with you in office. It documents your credentials. It affirms your credibility by including names of those endorsing you. It includes at least one posed photo of you and an action shot perhaps. It features your campaign logo and slogan. And it lists how to contact you by phone, email, Website, social media.

When

The earlier the better: Campaign experts report that when it comes to direct-mail projects, “They [candidates] all start too late.” Direct mailing calls for organization starting with Who What When. So be the exception and start early.

Plan for your postcard to arrive at least one week before poll voting on Election Day and just before the day absentee ballots are sent out, or when all ballots arrive in all mail-in states. In states or jurisdictions with early voting, have your postcard arrive just before early voting begins. Whatever the situation, you want your postcards there in time for voters to read and take action: to vote for you. Make it happen with the help of a reverse calendar.

Post Card Promo

Postcards fit low-budget campaigns. They are quick reads because they feature only a few key points. Experts view them as essential to low-budget campaigns in need of economical ways to attract voters.

Ranging in size from 5 ½ x 7 to 12 ½ x 15 inches, post cards of glossy stock display a vibrancy. To make yours stand out and demand to be read, go with the largest your campaign can afford. Regardless of size, postcards provide space for a message on one side and more on the flip side next to the address panel. They are easily read and comparatively cheap to print and mail in bulk.

A bulk mailing involves several parts, so budgeting is best done by category: photography; layout; printing; address labels; bulk postage. Because direct mail can cost more than expected, double check when getting estimates by asking if you have missed any chargeable line items. Sales tax and rush job charges are examples.

Direct Digital Duo

Intensify your direct mail piece through outreach via email and social media targeted to those most likely to vote in your election. Prepare identical or similar promotional pieces in print and digital. Then time them to arrive on the same date. With this dual approach, you reinforce how voters will benefit with you in office and attract votes your way.

Pre-print Check List

Answer these questions to determine if your promotional piece passes muster. Not until the answer to each is yes are you ready to hand it off to the printer.

• Does it sell you?

• Does it show who paid for it?

• Does it list benefits you offer?

• Does it tell voters when to vote?

• Does it ask voters to vote for you?

• Does it display the correct bulk mail permit number?

• Does it use short, easy-to-read sentences and paragraphs?

• Does it explain how voters can donate time and/or money?

• Does it use white space well and strong graphics for emphasis?

• Does it entice voters by stressing a major benefit you advocate?

• Does it list how voters can contact you--phone, email, Website?

• Does it highlight strong testimonials from key community leaders?

• Does it include professional photos of you, both posed and active?

Print Production

If professional printing turns out substandard or is delivered late, your post card is rendered useless. Reduce or eliminate the possibility by researching printers while in pre-campaign mode. Ask past candidates for similar offices in your area about their experiences with printers, and use this list to guide your fact finding:

• Work Quality – Does he or she produce what is requested?

• Attitude – Does the printer have a cooperative, can-do mindset?

• References – Are valid references furnished? What did you learn?

• Alternatives – Does the printer suggest ways to enhance the project?

• Cost – Does the final cost match, or come close to, the original quote?

• Related Services – Does the printer also offer graphic designing or bulk-mailing?

• Timeliness – Does the printer deliver when promised? Verify it through references.

The Take Away

Achieve a clear, message by deleting every word that doesn’t carry its weight. Have your editing team proofread as your promotional piece takes shape. Obsession is encouraged. You never go wrong with repeated proofing for misspelled words and grammatical errors, by two sets of eyes at least. Who wants an error in the finished product and face correcting each piece manually?

It does happen: A candidate for city council made the mistake of proofreading his copy himself just once. In the end, he and his wife spent hours whiting out Counselor and handwriting Councilmember over it--on 3,000 post cards! The job got done but not without a hit to his image.