More and more people are running for office in 2018.
There’s a lot to be dissatisfied with when it comes to the current state of our government, and that is a sentiment that rings true for many people in all political parties. That may be why, this year, many Americans have given up on sending letters to their senators and pestering their congressmen with emails, and have decided to take up the mantle for themselves and run for office. And, if you’re one of them, it’s important that you know how to connect to the voters in your area, and direct mail is a great strategy for doing just that. You can learn all about the benefits of using direct mail for your political campaign when you read our last blog. Keep reading for expert tips on using direct mail to connect with the voters:
#1. Use your mailer to tell a story.
Storytelling is a powerful tool, regardless of the marketing strategy you’re using. Why? Because when people read stories, it connects with them on a different level than simply looking at a mailer or reading a slogan. One of the best stories you could tell is the story of how and why you decided to run for office in the first place. You could also tell a story to establish a need or highlight a problem. Check out our previous blog to learn how to effectively tell a story in your direct mail campaign.
#2. Target the right voters.
In a perfect world, the candidate with the best message would always win every election, but, it’s clear that we don’t live in a perfect world. The fact of the matter is that some voters will never vote for you, no matter what you do to try to win them over. The ability to target specific voter groups is one of the things that gives direct mail a leg up on other marketing strategies, but you have to use it in order to benefit from it! Sending your mailers out to every single person in your area is going to get pricey fast. But, you’ll get a lot more bang for your buck if you target voters in your same political party, or who believe in the same issues that you do.
#3. Use personalization to connect even further.
Personalization is hugely important to the success of any direct mail campaign. You’d be surprised at how much of a difference even minimal personalizations — like switching out “dear reader” for the reader’s name — can make in the success of your campaign. In fact, adding in your reader’s name, combined with using a full-color design, can increase your response rates by up to 135 percent! Even more impressive, a campaign that adds the person’s name, uses a full-color design and uses additional information (age, history of previous donations, memberships, gender, etc.) will be up to 500 percent more effective than a campaign that doesn’t do any of those things. Want to learn more about personalizing your mailers in your direct mail campaign? Check out our previous blog!
#4. Combine your direct mail campaign with your other marketing strategies.
If you had to choose just one marketing strategy for your campaign, direct mail is probably your best bet. However, there’s no reason to simply settle for one marketing strategy, and the reality is that you can use your direct mail to get the most out of your other marketing efforts, so it behooves you to use multiple channels. In fact, when you add a direct mail marketing campaign to an existing email marketing campaign, you could see an increase in your response rate by up to 26 percent. Digital marketing efforts can also boost the effectiveness of your direct mail campaign, too! Campaigns that utilize direct mail with one or more digital strategies can increase their response rate by up to 118 percent compared to campaigns that use direct mail on its own.
Direct mail is a must in any successful political campaign, but not all direct mail strategies are made equal. We hope that these tips will help you find a winning strategy for your campaign, and be sure to stay tuned for our next blog to learn more tips for connecting with voters via direct mail. In the meantime, let the experts at Worcester Envelope Company help you create custom business envelopes that demand to be opened! Contact us today to get started.