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 John:

 

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 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
*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.
 

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.

 

AAPC's mailing address is:

1750 Tysons Boulevard, Suite 1500, McLean, VA, 22102

 

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