drive action to the polls · social media increases fundraising a decade ago, campaigns began using...

In an era of “fake news” and increased skepticism, it’s imperative that your campaign communicates with voters on a deeper level. And as political campaigning becomes increasingly digital, it’s never been more crucial for you to ensure that your campaign message is reaching voters at the right time, in the right place, and through the most credible channels. It all starts with understanding how the political landscape is evolving.

Are you ready to break through the noiseand connect with more voters?

Read the how-to guide included in this handbook to learn how to optimize your campaign with political mail.

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Digitization has transformed the political landscape—from how voters receive and engage with messages to how campaigns are run. 8.8

According to the 2018 “Adobe Consumer Content Study,” people spend

on average engaging with digital content.1

hrs. per day

1. “Adobe Consumer Content Survey,” Adobe, December 2018.

Here are some of the shifts fueling the evolution:

Voter shifts

Campaignshifts

Mobile and streaming are impacting reach

The rise of mobile devices and streaming television over the past decade has made reaching voters more challenging.

It’s estimated that by 2020, nearly 20% of the U.S. population will be cord cutters without access to traditional TV services.1

Social media increases fundraising

A decade ago, campaigns began using social media and technology to fundraise and recruit a large volunteer base.

Around half of Americans have engaged in some form of political or social-minded activity on social media in the past year.5

Gen Z is a growing force

In 2020, Millennials and Gen Z will make up 37% of eligible voters.2

Combined, they’re an independent, pragmatic demographic whose political impact should not be overlooked.

Generation Z: Born between 1997 and 2012

Millennials: Born between 1981 and 1996

Brand stories create stronger connections

Campaigns now analyze constituent data to focus on strong brand stories that emotionally connect with them and convey understanding of their pain points.

Data integration makes campaigns more targeted

In 2020 and beyond, we can expect increased sophistication of technology to continue changing the way campaigns interact with voters.

Voters are becoming more diverse

Over the next 15 years, projections show that Gen Zwill, for the fi rst time, be a majority nonwhite group— infl uencing how they vote.3 It’s imperative that campaigns recognize this shift and how it affects voters’ values.

It’s estimated that as many as

of eligible voters may vote in the 2020 election.4

1. “US Cord Cutters, 2017–2022,” eMarketer, July 2018.2. Pew Research Center, 2018.3. William H. Frey, “The millennial generation: A demographic bridge to America’s diverse future,” Brookings Institution, January 2018.4. Dr. Michael McDonald, “National General Election VEP Turnout Rates, 1789–Present,” United States Elections Project, 2018. 5. “Activism in the Social Media Age,” Pew Research Center Study, June 2018.

Breaking Through the Political Noise

Voters are being bombarded with political advertising, causing many to tune out. This is especially true for younger generations. It’s vital for your campaign to fi nd new and innovative ways to make an impact, engage these digitally native voters, and get more return on investment (ROI) out of your direct mail campaign spend. The opportunity lies in creating integrated, omni-channel political campaigns that engage voters online—and offline—to drive action across channels and get them to the polls.

In 2020, it is estimated that over 1/5 of the U.S. population will use ad blockers.1

1. eMarketer, July 2019. 2. “Political Advertising Trends: What to Expect in 2020,” Kantar CMAG, 2019.

6Spending on politicalads for the 2019–2020 election cycle is forecasted to be

billion2.

Mobilizing Voters Is More Complex than EverGone are the days of just shaking hands and kissing babies. Now, it’s about reaching voters where they are—whether it’s on their phone or checking their mailbox. So how can you ensure that your message will resonate with voters in today’s political landscape? It starts with mobilizing the voter and understanding what makes them tick.

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Understanding Your Voters

Let’sexplorefour electorate profi les and opportunities to reach them on their journey to the polls.

Whether your current goal is to educate, persuade, or Get Out the Vote (GOTV), it’s important to connect with your target audience on a deeper, more personal level. Winning their votes starts with understanding what drives them to take action.

PartyLoyal

Campaign OpportunityCampaigns can utilize data such as voter registration lists to identify which voters are registered with their party. That data can then be used to send a political Share Mail piece reminding these loyalists to vote and asking them to spread the word to friends, family, and colleagues.

Party affiliation automatically sways this voter’s decision to one side. The challenge is to get Party Loyal voters to the polls to cast a ballot in both the primaries and the general election.

60%of surveyed voters said that mail made them a more informed voter.1

1. “The Media Mix: Integrating Mail to Infl uence Voters,” Summit Research on behalf of the United States Postal Service, February 2019.

InstinctDriven

Campaign OpportunityCampaign data is critical to reaching and precisely infl uencing an intuitive voter. You can mobilize new constituents by leveraging fi rst-party data to uncover key psychographic information about your supporters. With this information, you can create multiple look-alike lists and then customize a targeted direct mail message to appeal to new voters.

Instinct Driven voters make decisions based on intuition. The challenge is to deliver the right message to these voters, at the right time.

Identify key organizations whose mission and values align with your target audience. Then create look-alike lists based on their membership and associated trends seen in demographics and psychographics to expand your reach.

Effi cientEvaluator

Campaign OpportunityMessages that truly resonate with voters can motivate them to click a link or share a post. For example, by driving voters to your candidate’s website, you can request their name and ZIP Code™ with a short form on the landing page. That data can then be used to uncover key demographics and create targeted mailing lists to areas with the highest responders.

Effi cient Evaluators allow their emotions to dictate their decision-making. The challenge in reaching this voter is to deliver an authentic message that connects with them on a deeper level.

UndecidedResearcher

Campaign OpportunityReach out to these voters in the early stages of the campaign cycle to capture attention and make an impact while they’re researching across the fi eld. With a focus on swing voters, you can send out an invitation to a local debate or a meet and greet, helping to create a more personal connection with this key segment. Your campaign can also glean more fi rst-party data by sending a digital invitation to the event (via social post) that requires the voter to provide their registration details.

Undecided Researchers are swing voters, actively seeking information across both sides to aid in the decision-making process. The challenge in reaching this voter is to engage them in a way that stands out, ultimately persuading them to take action.

Get the Right Message to the Right VotersSecuring that plus-one vote can be the difference between victory and defeat. By understanding what makes every voter tick, you can speak directly to what matters to them most. It’s more imperative than ever to connect with voters wherever they are in their decision-making process to help drive action to the polls.

Ready to discover more opportunities to reach your voters? Scan the QR Code® to experience the interactive voter infographic.

QR Code® is a registered trademark of Denso Wave Incorporated.

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with the Magic ofPolitical Mail andthe Power of Digital Intelligence

Political Mail Captures Attention

98% 63%

Direct mail is a targeted, digitally compatible channel for campaigns looking to make an impact and reach voters with a message that matters. It can live in a constituent’s household in a way that no other medium can, creating a memorable experience that grabs attention and sparks action.

of people check their physical mail daily, compared to an average of just 20% of people who open emails.2

of people take a direct mail campaign more seriously than an email campaign, and only 17%view email campaigns as favorable.3

2. “The Power of Transactional Mail and Printing,” Baker Goodchild, May 16, 2017.3. Myles Robinson, “Transactional Direct Mail,” The Direct Mail Company, September 14, 2017.

The speed and sheer volume of information accessed across different channels and devices has led to digital fatigue. As a result, voters now crave a more personal connection. That’s why it’s so important for your campaign to carefully consider how you send messages to your constituents.

49%of peopleadmit they’ve become more selective about the content they consume.1

1. “2018 State of Attention Report,” Prezi, 2018.

Political Mail Has Gotten SmarterAt USPS, we’re using technology to help you harness the power of digital and the authenticity of physical channels to drive voter action and increase your campaign ROI. By seamlessly integrating these technologies into your direct mail marketing efforts, you can help boost campaign eff ectiveness and increase your reach to potential supporters.

1. Merkle Research, 2018.

118%Campaigns that use direct mail and one or more digital media channels experience a

lift in response rate compared to direct mail only.1

300%1

Direct mail campaignspaired with retargeting capabilities have realized a return on marketing investment as high as

1. “Digital Direct Mail: Turn Intent into Action,” Reach Dynamics, 2019.

AutomationEngage with Voters on a Deeper Level

Marketing automation software Run your campaign across multiple online channels within one platform. You can assign specific actions that are automatically triggered by online voter behavior, such as revisiting a web page or signing up to volunteer.

Constituent relationship management (CRM) software Organize and categorize voter data on the individual or segment level. It helps strengthen your constituent relationships by getting the right message to the right audience.

Why this matters for youThere’s enormous value in providing tailored micromoments to constituents. By sending a personalized mailpiece thanking them for their loyalty, you can gain additional support from the constituent—along with their friends and family.

Political mail retargeting software Integrated with your automation platform, political mail retargeting software allows you to tap into data to target your best prospects and personalize communications.

Scan to learn how to make your campaign more impactful.

88%

COMING TO YOUR MAILBOX SOON

View all mail on dashboard

Learn More

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YOUR VOTERSCONTACT US

Informed DeliveryMake Political Mail Part of the Digital Routine

The Informed Delivery® feature from USPS gives voters the ability to preview and interact with their mail from anywhere on their computer, tablet, or mobile device. Users receive digital previews of their incoming mail via email notifi cation or the Informed Delivery online dashboard.

Informed Delivery gives you the opportunity to connect with your voters through an integrated mail and digital marketing campaign. Political mail can be accompanied by colorful supplemental content that includes a representative image of the mailpiece and a clickable Ride-along Image directing your constituents to a digital experience where they can immediately engage with your campaign.

Scan to learn how Informed Delivery can help power your campaign.

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EffectivenessThe average open rate for Informed Delivery® notifications is 62.3%,1 compared to an average email open rate of 20.81%.2 That means more opportunities to fundraise and boost candidate support.Note: Informed Delivery notifications include multiple messagesvs. a singular message in a marketing email.

MeasurementInformed Delivery provides campaigns with valuable data, like email open and click-through rates. This data allows candidates to evaluate the success of their campaign and root their decisions in metrics.

Three impressions—one mailpieceBy syncing your automation efforts with Informed Delivery, you generate three impressions from a single mailpiece when the voter:

1 Checks their Informed DeliveryDaily Digest email.

2 Reads their physical mail upon arriving home.

3 Visits your online experience by clicking on the Ride-along Image, interacting with the mailpiece QR Code®, or navigating to their personalized URL (PURL).

1. Informed Delivery user survey, October 2019.2. ©2001–2019 MailChimp® All rights reserved.

Why this matters for you

Informed Visibility Get Unique Insights that Boost Omni-Channel Campaign EffortsInformed Visibility® data provides unique access to mail movement. Mail Service Providers receive near-real-time updates as mail progresses through the postal system. This provides the candidate with key insights about their mailings so they can adjust their campaign as needed or trigger a digital experience to reinforce messaging.

Why this matters for youYou can optimize your mailings and increase conversion by meeting your constituents where they are. Using the Informed Visibility data—such as when your mail is delivered to specifi c ZIP Code™ areas—you can synchronize your mailings with other campaign eff orts, like canvassing and deploying emails,to reach voters across multiple channels simultaneously.

Scan to learn how Informed Visibility can help power your campaign.

With Digitally-Integrated Political Mail, Every Interaction Creates ActionPolitical mail not only utilizes data integration and analysis, it offers a tangible object for voters to interact with for maximum campaign impact. When direct mail is combined with digital marketing channels, you can get more bang for your campaign buck.

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Moving Votersto Act withPolitical Mail

Mail is ranked as the most credible political advertising technique among surveyed voters. Here are the top three:1

believe mail to be the most credible.

believe TV ads to be the most credible.

believe campaign house visits to be the most credible.

Mail Stands Out


Scan to see how mail can help infl uence voters.

57%

52%

49%

Mail can be the foundation for any campaign. It leverages existing daily mailbox habits and reaches voters where they live. Not only is mail a powerful political communications tool, it mobilizes voters to take action.

of voters surveyed agreed that political mail was the most memorable formof political advertising receivedduring the midterm elections.1

47%


That means voter segmentation and targeting are crucial to the success of your campaign. With direct mail, your political efforts can be microtargeted—getting your message to the right voters, whether they’re looking for details on issues or looking to be convinced that this is the right candidate for them.

At USPS, we provide your campaign with the opportunity to combine voter data with consumer behaviors and donation activity—allowing you to eff ectively segment your target audience. Data is available at the county, state, and national levels to help you reach the right audience with the right message.

Today’s voters expect more personalization.

Target Your Voters for Greater Impact

Technology-Driven Political Mail Engages VotersYou can create a unified, more targeted political campaign by integrating digital channels into your direct mail marketing efforts. Let’s explore some of the ways you canadd digital elements to your political mail mix.

Mail innovation in action:Use AR for a GOTV message. For example, as recipients hover their mobile device over the mailpiece, they can see polling locations and times in their county, as well as local campaign events.

Add a New Dimension to Your Campaign with AR:

If you aren’t currently working witha USPS political mail consultant and would like to request an AR direct mail sample, please visit deliverthewin.com and provide your contact information.

Ask your USPS political mail consultant for an AR direct mail sample.

• Transform political mail into an interactive experience through multimedia content that can be viewed with a mobile or tablet device.

• Engage tech-savvy Millennial and Gen Z voters, who are much more likely to use augmented reality (AR).

• Direct voters to visit campaign websites, social media, or other digital properties to get more information, download an app, or watch a video.

Mail innovation in action:Utilize direct mail to retarget individuals who have made it to your campaign’s donation web page but have not donated yet. Link them directly to the donation page with a compelling message to reconsider.

Reach an Individual with a PURLA personalized URL is a unique web address created for a specific campaign.

• Appeal to the need for authenticity by making a personal connection.

• Facilitate a quick, direct response.

• Easily track and gather data on an individual level and attribute your political mail spend.

With QR Code® scanning functionalitybuilt into newer smartphone models, voters can easily engage with digital content included in their political mail.

Start a Conversation with a Scannable QR Code®

• Guide recipients to watch candidate video clips, visit your website for more information, or navigate to your donation page.

• Deliver strong campaign metrics, which can result in stronger ROI.

• Create a seamless, consistent extension of your political mailpiece.

Connect with Constituents on a Deeper Level At USPS, we offer services that allow you to cut through the campaign noise and deliver your message to voters in the most effective way. You can personalize your message to voters at a local or demographic level and track, measure, and optimize your campaign mailings.

Visit usps.com/eddm to see how EDDM® service can help you reach more voters.

Standard Mail® service• Using the name and address with the right ZIP+4 Code can provide

a more personalized experience for the recipient.• For easy-to-prepare mailings such as Every Door Direct Mail, an

address format such as “Postal Customer” might be the least expensive option to prepare.

First-Class Mail® service• Make a personal connection with constituents by sending your

communications via First-Class Mail® service.• Get your second ounce free when you use First-Class Mail,

automation, or presort letter-size pricing.• Get more bang for your buck by delivering a more in-depth message.

USPS® Every Door Direct Mail® (EDDM®) service• Select a specific service area and delivery route, filtering by census

data indicating average age, income, and household size.• Save money on lists and postage costs by not including names

or addresses.• Spend less per piece with Standard Mail flat-size pricing rates and

still have plenty of room to tell your story.

Share MailUse the power of direct mail to make it easy for your supporters to spread the word about your candidate. • Send your supporters a mailpiece that

includes First-Class Mail® Share Mail®postcards or letters.

• Share Mail recipients receive your postcard and your call to action—so you control the message they share.

Ask your USPS political mail consultant for a Share Mail sample. If you aren’t currently working with a USPS political mail consultant and would like to request a Share Mail sample, please visit deliverthewin.com and provide your contact information.

of Americans would choose word of mouth (either online or offl ine) if they had to pick one source of information.1

1. Jay Baer & Daniel Lemin, “Why Chatter Matters, the 2018 Word of Mouth Report,” Copyright 2018 Convince & Convert Consulting, LLC.

50%

Political Mail Delivers Results It’s never been more crucial to cut through the political noise and engage your plus-one voter. By infusing direct mail with digital elements, you can effectively reach your audience and build a more informed voting base. Tapping into meaningful data is key to creating a seamless campaign experience for voters as they move between channels and devices—ultimately driving action to the polls.

Visit deliverthewin.comto reach out for a free consultation about inspiring voter action.





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drive action to the polls · social media increases fundraising a decade ago, campaigns began using...

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