Tuesday, August 6, 2013

More Reasons Than Ever to Champion Political Mail

With most political marketing stories focusing on digital and TV targeting, it's refreshing to see an article reminding campaigns and candidates of the power of direct mail. A recent Campaigns & Elections piece cites several reasons "why political mail is more indispensable than ever." After all, the revolution in political "big data" analytics has improved the targeting ability of direct mail as well as digital channels, including enhanced voter files, use of commercial data, and issue-specific modeling. Meanwhile, mail creative can now leverage variable data printing to translate that targeting into personalized, individualized and issue-specific content. Targeting efficiency also has been enhanced by improved data quality, with better change of address technology as well as improved deceased and deliverability hygiene. With digital, broadcast and phone messages fighting for attention in noisier channels with increased filtering, the ability to put a targeted, eye-catching statement into an individual voter's unique mailbox is more attractive than ever. For more on the topic, including mailing success stories, see the article at http://www.campaignsandelections.com/magazine/us-edition/386667/why-political-mail-is-more-indispensable-than-ever.thtml

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