“Reports of my death are greatly exaggerated.” – Mark Twain
For years, we’ve heard the print and mail business was dying.
A funny thing happened on the way to the funeral – not only isn’t voter contact mail dead, it’s grown into one of the few highly targetable means of reaching voters.
How in the heck did that happen? Microtargeting.
Back in the 2000’s, the voter contact mail industry caught up to the corporate world in how they targeted people.
We went from being able to target by geography or zip codes to being able to target voters by behavior and beliefs.
By integrating consumer data with vote history and adding in other information from hundreds of voter ID efforts, we are now able to segment out exactly the voters we want to communicate with, influence, and ultimately turn out for our clients.
Microtargeting allows us to focus solely on those voters – unlike many of the other voter contact platforms – which means we’re able to make campaign dollars work more efficiently.
Do you know what 99.99% of Americans have only 1 of?
The challenges that exist for TV advertisers faced with declining viewership, hundreds upon hundreds of channels, DVRs, Netflix binge watching and Apple TV simply don’t exist for direct mail.
We reach voters right where they live – delivered by hand six days a week.
Radio advertisers are faced with Bluetooth connections, Pandora, Spotify, iTunes Radio, and satellite radio.
Want to reach voters by phone? Do Not Call lists, cell phone acquisition and the demise of the home phone are real problems.
How about e-mail? Well, which e-mail address do you use? A voter’s work e-mail? Personal? The one they send their junk e-mails to?
There are multiple ways to reach people if you’re able to cut through the clutter.
Voter contact mail does that – cutting through the clutter to be delivered right to the voter for you.
Mail is many things.
The one thing mail certainly “isn’t” is dead.
In fact, it’s more important than ever as technology takes voters’ eyes away from free TV, makes landlines fewer and farther between, and lets voters pick and choose their way through myriad entertainment options.
Mail is the one constant and consistent way to reach a voter, and we’re doing it better than ever before, thanks in large part to microtargeting.
For more information on why mail matters, download our “Mail Matters” infobooklet here.