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Hello John:
A constant we have seen from election cycle
to election cycle is that campaigns continue to evolve their strategy and tactics
to communicate with voters. As we look to the upcoming election cycle, the role
of advertising channels like direct mail will continue to evolve to bridge traditional
and digital forms of voter outreach as newer tactics – like user-generated content
and artificial intelligence (AI) – increase.
Informing the future of campaigns: During the past
election cycle, many campaigns recognized that direct mail is a critical part
of the media mix to reach target demographics, which resulted in roughly one billion
additional direct mail pieces being sent by political campaigns during the 2022
Midterm Election cycle compared to the 2018 Midterm Election cycle.
Voter research uncovers new insights: Our latest
joint white paper includes detailed and informed analysis of voter perceptions
of political advertising channels from a post-election survey and focus groups.
It examines what has shifted and stayed the same with voter behaviors and preferences,
while outlining how direct mail has a growing and evolving role within political campaigns.
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