Hello John:
All voters interact
with mail differently. Different demographics have unique interactions with
direct mail and other political advertising channels – as they have the power to impact the outcome of elections.
The
United States Postal Service has added
two new factsheets to its Demographic
Profile Landing Page – ‘Young Voters and Mail’ and ‘Women and Men
Voters’. This hub serves as a one-stop shop for a variety of demographic‑specific
insights from post‑election research funded by the Postal Service and conducted
by Summit Research following the 2020 presidential election and 2021 Virginia gubernatorial election.
By leveraging these
insights, campaigns can gain a competitive edge to effectively communicate and
authentically resonate with complex and diverse voter sets. Below are just a few
of the actionable insights and highlights from the latest factsheets:
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Women
and men voters interact with mail differently. The majority of both women
and men voters in Virginia view direct mail as the
most credible advertising channel1. However, our
research found that during the gubernatorial race in Virginia, 68% of men said
direct mail impacted their opinion of candidates – slightly more than 63% of
women voters2.
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Physical
mail resonates with young voters. Almost two-thirds of Gen Z voters (18-24
years old) and Millennial voters (25-39 years
old) agree direct mail is the most
memorable form of political advertising, and that they trust political mail they
receive more than online political advertisements.3
-
Integrate digital and physical aspects
of your campaigns. Digital integration in mail is critical for campaigns looking
to reach a broad range of voters. Young voters appreciate the ease with which
QR codes integrate with mail because they “…can just scan it with [their]
phone and then [it will] take you to the website so that’s easier…”4
Similarly,
men are more likely to leverage digital integration than women, with 33%
scanning QR codes and using the Informed Delivery® Feature5, versus 22% and 28% respectively.
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1Summit Research post-election survey
on behalf of the Postal Service™ among 1,007 Virginians conducted following
the 2021 gubernatorial election (January 2022).
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2Summit Research post-election survey
on behalf of the Postal Service™ among 1,007 Virginians conducted following
the 2021 gubernatorial election (January 2022).
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3Summit Research post-election survey
on behalf of the Postal Service™ among 4,000 Americans conducted following
the 2020 elections (December 15-22, 2020).
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4KRC Research conducted two, 90-minute focus groups
with 18–35-year-olds between February 22 and 23, 2021. The groups explored younger
audience experiences with political mail and their perceptions of political mail content and design.
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5Summit Research post-election survey
on behalf of the Postal Service™ among 4,000 Americans conducted following
the 2020 elections (December 15-22, 2020).
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