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Hello John:
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Every election cycle, campaigns are tasked with ensuring
their messaging is heard above all the background noise. To do so effectively,
campaigns should take the time to understand voters’ perceptions of different forms
of political outreach and advertising channels leading up to the 2022 Midterm Elections.
In
this eighth joint whitepaper with AAPC – The
Direct Mail Effect with Voters: A Guide from the 2021 Virginia Elections on How
to Effectively Build Integrated Campaigns – we provide an overview of
what voters think about when viewing political advertising and a path to
more effective and efficient use of direct mail as part of an integrated political campaign.
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This year, we are including insights from a 2021 post-election survey in Virginia
as well as comparisons to similar surveys conducted by the Postal Service following
the 2017 Virginia Gubernatorial Election and the 2020 National Elections. Below
are some of the actionable insights and highlights from the white paper:
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Prioritize timing and sequencing.
Direct mail can lay the groundwork for broader campaign messaging because of the
trust voters place in mail and the ability direct mail has to drive voters to
learn more after reading mail pieces. Seventy-five percent of surveyed voters
said direct mail provides a helpful starting point to learn more about candidates and their positions on issues.
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Tailor and refine messaging by
channel. Campaigns can leverage the reliability of direct mail by incorporating
helpful information into mail pieces. When used effectively, direct mail can be
a helpful source of information for surveyed voters – with 80% agreeing that
it was a comfortable way to receive political information.
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Customize targeting with authenticity.
Direct mail’s ability to precisely target voters by demographic makes it an
ideal advertising channel for personalized messaging. And 64% think it is important
to personalize messaging in political campaigns – but only 43% agreed that political
advertising channels were successful in doing so this past election cycle.
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Direct mail plays an important
role as part of the media mix and understanding certain nuances can increase the
impact of a campaign strategy. If you would like to read the full white paper
and be connected with a United States Postal Service®
Sales Consultant, please visit
DeliverTheWin.com®
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