USPS & AAPC Annual Joint White Paper

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Want to Learn How You Can Harness Direct Mail’s
Unique Targeting Capabilities to Send Personalized Messaging? Hello %%First
Name%%:



Voters value personalized messaging and authentic engagement from campaigns.
Direct mail’s ability to precisely target voters by demographic makes it an
ideal advertising channel for campaigns to connect with voters.



Messaging Strategies Informed by Research: We conducted post-election research
that included oversampling of key demographics in order to provide campaigns
with a detailed and informed analysis on voter perceptions of political
advertising channels and the effectiveness of targeting by demographic with
direct mail.*



Actionable Insights for Campaigns: While our research found that direct mail is
influential with voters, it also highlighted that it is not a one-size-fits-all
advertising channel and should be personalized to reach different target
demographics. Campaigns should consider the following actionable insights to
harness the full potential of direct mail:



•

Utilize the Mail Moment Experience. 77% of voters still check their mailbox at
least 4 days a week.

•

Increase Voter Engagement Through Personalization. Minority voters are more
likely to take action after reading mail pieces, with 65% of Black voters, 60%
of Asian voters, and 57% of Hispanic voters agreeing that direct mail is
informative and educational.

•

Connect with a New Generation. 62% of Gen Z voters trust direct mail more than
online political advertising.



The Bottom Line: To ensure your message breaks through the noise, campaigns
should communicate with voters through a highly personalized political
advertising channel like direct mail that has been proven to engage and inform
across demographics.



Learn More: Visit DeliverTheWin.com
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to read the full white paper or talk to a direct mail specialist to learn more
about the solutions that direct mail can provide for your campaign.

Download Whitepaper
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*Voter Insights Sourcing: All 2022 Midterm Election data sourced from
post-election survey and focus groups conducted on behalf of the Postal Service
by Summit Research and KRC Research from November 2022 through January 2023.[[link removed]]

This is a sponsored communication on behalf of United States Postal Service®. Information contained herein was provided by the sponsor and does not necessarily reflect the views or endorsement of the American Association of Political Consultants.
 
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