Direct mail remains one of the most trusted and targetable mediums.
We know, mail matters.
But print advertising has many pitfalls that need to be avoided to ensure your message is, in fact, delivered.
Here are the Top 5 Print Mistakes to Avoid.
Missing Important Audiences
Data is integral to a successful voter contact plan. Identifying and mailing audiences of new voters is key to securing the needed votes to win on Election Day. From GOP Activists to GOP Primary Voters, Republican Disengagers to Missing MAGA Voters, data can point you to the right universes of voters for your direct mail campaign.
Believing One Size Fits All
A variety of cost-effective direct mail sizes allows you to differentiate your piece and stand out from the rest of the mail in a mailbox. Different sizes, from flat postcards to specialty die cuts and everything in between, provide different creative canvases to frame your message, too, uniquely and memorably.
It’s tempting to want to mail everyone every piece you can afford, but that would be a big mistake. Not only is it more cost-effective to target subsets of voters within your targeted universe, but it’s also more effective in general. Targeting and subsets allow you to tailor your message based on what persuades and motivates each subset, from fiscal conservatives who want to understand your stand on taxes and spending to seniors who need to know your plans for Social Security and Medicare.
Wasting Money on Postage
Take advantage of every opportunity to save on postage. That includes drop shipping, a discount offered by the USPS on postage when a mailer ships mail pieces to the regional postal facility closest to the mail pieces’ delivery addresses. Saving the USPS a step helps you save on postage.
Not Tying Your Direct Mail to Your Digital Advertising
Think direct mail and digital don’t go together? You’d be making a big mistake if you did. An eye-catching mail piece, persuasive creative messaging, and a strong call to action can drive traffic to your website where your targeted audience can email their elected official, sign up to volunteer on your campaign, or donate.