Are you running for an elected office in 2018?
If so, you’re not alone. If early indicators can be believed, 2018 will be a year for a record number of people running for office, with larger numbers of individuals of color, LGBTQ individuals, women and scientists than in any previous election. An essential part of success in any political campaign is making a connection with the voters, and direct mail is a great strategy for making those connections. If you haven’t already, check out our previous blog to learn tips for connecting with voters via direct mail, and continue reading for more helpful tips.
#5. Put your mailers in an oversized envelope.
Believe it or not, the envelopes you put your mailers in can make a huge difference in the effectiveness of your campaign. After all, if your readers never make it past the envelope, then they can’t possibly read your message or connect with you. There are lots of ways to make your direct mail envelopes more effective, but one of the best things you can do to increase the open rate in your campaign is to stuff your mailers into oversized envelopes. Of all of the direct mail mediums — e.g. postcards and letter-sized envelopes — oversized envelopes have the highest response rate. Oversized envelopes also have the highest return on investment (37 percent!) when compared to other direct mail mediums.
#6. Give voters plenty of ways to respond or find out more.
Before you can determine how successful your direct mail campaign is, you first have to determine what you want to get out of it. Are you sending mailers to get donations, encourage people to visit your site to find out more or just to simply get your name out there? Knowing what you want out of your campaign is also important for prompting your readers to take the next step, and determining the many ways that they can take the next step. Giving your readers plenty of options when it comes to responding to your mailer is key since everyone prefers different methods. For example, if you’re looking for a donation, allow your readers to send donations through the mail, through your website or even through the phone! The more options you give your readers, the more likely they are to use them.
#7. Connect with voters on an emotional level.
Establishing a connection that lasts is more than just about impressing your readers with the best mailer design; it’s about tapping into emotion. When you are able to connect with your readers on a more emotional level, they are much more likely to remember your name and your campaign for a lot longer. Political direct mail has a huge leg-up on direct mail from retail stores and other businesses, because politics affect all of our lives in some way or another, so establishing that emotional connection shouldn’t be a huge stretch. You just have to tap into the everyday problems and struggles people in your area experience. Demonstrating an understanding of what voters in your area are going through, and giving them your plan to make it right, will make that emotional connection possible.
#8. Don’t stop at just one mailer.
A successful direct mail campaign is an ongoing direct mail campaign. You can’t just send one mailer and expect for every voter in your area to cast a vote for you come election day. It used to be that, in order to make an impression on a voter, you would need to get your name or advertisements in front of them an average of seven times, but with new research into how often ads are blocked or ignored, we now know that it’s closer to 14 times. Either way, you’ll need to make sure that you are sending mailers to your readers on a regular basis to remind them of who you are and what you are running for.
Direct mail is a must in any political campaign, and we hope that these tips will help you use your direct mail campaign to connect with voters more effectively. If you’re looking to make the most out of your campaign, then it’s time to turn to Worcester Envelope Company for the right direct mail envelopes. Get your free product quote today!