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New whitepaper in conjunction with AAPC highlights how to connect to voters during unprecedented times
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Read the Whitepaper

Hello John:

In an election year when so much seems uncertain, one thing is clear: there will be an election. Time is short, money is tight, and events are unpredictable. Our election guide can help campaigns find ways to navigate this strange and uncharted landscape.

Since 2016, the United States Postal Service has partnered closely with the American Association of Political Consultants (AAPC) on research to learn more about current voter perceptions on political advertising channels and how to use political advertising to connect with voters.

In this sixth joint whitepaper – Connecting to Voters: How to Deliver a Personal Touch in Times of Uncertainty – we share insights on how direct mail can help a campaign be effective this election cycle. And we show how direct mail reaches voters where they currently are to introduce candidates and issues with exceptional depth and memorability, how direct mail establishes trust with voters, how direct mail effectively complements efforts to share political information through other channels, and how direct mail can help ensure that voters cast their ballots. Some highlights include:
•  This year more than ever, political campaigns must reach voters where they are: at home. Even with many parts of the country reopening, voters may be reluctant to attend or engage with candidates through campaign rallies, fundraising events, meet-and-greets, and door-to-door canvassing. Direct mail is unique in that it can deliver campaign messaging directly to the voter’s doorstep. Almost half of surveyed voters (46%) say they would read direct mail with information about candidates or ballot issues upon seeing it.
•  Trust is hard to win these days: voter skepticism about the media runs high and political polarization runs deep. Most voters believe that direct mail delivers believable, factual information. 58% of surveyed voters say they are more likely to trust positive claims about candidates made in direct mail than other types of political advertising.
•  Voters are determining who they will vote for earlier in the election cycle – and direct mail helps voters decide. 65% of surveyed voters rate direct mail one of the top three most persuasive political advertising techniques.
•  Voting timelines were disrupted in more than a third of the states. Voters depend on direct mail for details about early voting, absentee ballot, and voter registration details. 77% of surveyed voters found direct mail to be a helpful source for deadlines on registering to vote or voting early.

Join us at our upcoming webinar on Thursday, August 6 at 2:00 PM EST where we will discuss these insights and current trends with expert panelists.

You can also read the full report on how to connect with voters in these uncertain times – and learn more about the Postal Service’s latest tools, such as Informed Visibility® Service and Informed Delivery® Service that can maximize your campaign’s impact – at DeliverTheWin.com.

Thank you,

Donald R. Nichols
[email protected]

National Lead, Political & Mailing Services, U.S. Postal Service

US POSTAL SERVICE
475 L'ENFANT PLZ SW RM 5516
WASHINGTON DC 20260

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This is a sponsored communication on behalf of The 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.
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