When it’s time for your campaign to start paid outreach and voter contact, there are a lot of options available to you.
One of the most effective ways to put your name and platform in front of voters is through the mail.
Our experts have broken down the essential elements of a direct mail campaign so that you get the most out of your budget.
Identify Your Target Audience
Who does your campaign need to address to drive home a message and express the importance of getting out to vote? First, identify the people you need to move. Then, break those people out into subsections by issue or propensity to get to the polls. Not every message resonates with every voter – even within the same party – so make sure your lists are clearly defined. If your campaign has the means, you should mail the subsections you identified by the issues that are most important to them.
Keep It Simple
A direct mail piece is a brief snapshot about a candidate or a candidate’s position on issues, not a biography. As much as a candidate might want to talk about every accomplishment or every detail they know about an issue, keep it simple. Hit the major points. It is unlikely that the recipient will read every last word on the mailer, so make the pitch you want them to receive and leave it at that.
Use Striking Imagery
Words tell a story, but so too do photos. Be sure to use high quality images relevant to the topic of the mailer. That can be a family photo, a photo of the candidate meeting with potential voters, or the candidate at a farm. The images you use will be the impression you leave about the mail piece, more so than what is actually written.
Don’t Mail Too Early (or Late)
It’s hard to pinpoint exactly when a mailing will hit post boxes after it has been put into the mail stream, but a good rule of thumb is to assume it will take three to five days to be delivered. With that in mind, get your mail program started on a schedule and stick to that plan. You want the mail to be received late enough that you will be top-of-mind for people when they vote, but not too late that you risk having it arrive after Election Day.
Remember the Disclaimer and Contact Information
All federal candidates and most state and local candidates are required to identify who paid for a mailing. In order to stay in compliance with the rules, every mailing should have a “Paid for by” disclaimer. Forgetting the disclaimer could result in your campaign bringing unwanted attention upon itself as a subject of a campaign violation.
Also remember to add your contact information. A website or social media page are the bare essentials. You can also add a campaign email address or phone number so voters know how to get a hold of the campaign.
Victory Enterprises has written, designed and printed thousands of direct mail pieces. We have experts at every stage of the development process, and we know what will help you stand out.
If you are interested in putting together a mailing, reach out to us today!