The Growing Impact of DIRECT MAIL

of surveyed voters recalled receiving political mail at least weekly during the 2022 Midterm Election cycle — up from 48% during the 2020 Presidential Election cycle.

This joint white paper with the American Association of Political Consultants (AAPC) includes insights from voter research conducted following the 2022 Midterm Elections. These insights serve as a guide for political campaigns, capturing what has shifted and stayed the same with voter behaviors and preferences. We also examine the effectiveness of direct mail and uncover new insights on how to increase its impact through tailoring, timing, and targeting.

Leverage Direct Mail as Part of the Media Mix

Direct mail is a vital piece of the communications puzzle that is informative, educational, and persuasive. It should always be included as part of any integrated political campaign.

The [ads] in my mailbox weren’t really talking about the other candidates. So, it was more [about campaigns] saying what they stood for. What are their points? What is their platform? I got a lot more information [from mail pieces] than the [ads] I saw on TV.”

of surveyed voters agreed that direct mail reinforced information they saw on television and online political advertising.

of surveyed voters search online to learn more about that race after reading a mail piece.

Direct Mail is Informative, Educational, and Persuasive – and Drives High Recall Rate with Voters

Utilize the Mail Moment® Experience to Reach Voters

The voter relationship with direct mail can be utilized to directly reach voters with the campaign information they want when they want to receive it during the election cycle.

When I get [mail pieces] last minute, I don't feel like I have enough time to really understand or know what that candidate believes in or is running for."

of surveyed voters still check their mailbox at least 4 days a week – a number that is similar to the results of the 2020 national survey (81%).

of surveyed voters agreed that direct mail was the most memorable form of political advertising this past election cycle.

When Voters Prefer to Receive Direct Mail

Engage Voters by Delivering Personalized Messaging

Direct mail can help to break through the clutter by communicating with voters through a highly personalized political advertising channel that has been proven to engage and inform across demographics.

It made me a little bit more appreciative, seeing myself represented. I was willing to actually read that postcard…just because that [personalization] caught my eye, and I appreciated the effort they took to try to address all their [constituents]."

Personalization of Direct Mail is Important with Minority Voters – But Many Did Not Receive Mail Pieces That Spoke to Them Personally

Gen Z Takes More Action Online After Reading Mail Pieces – Even Though They Check Their Mailbox Less Often

Percent of Voters Who Fact-Check Information on the Internet After Reading a Mail Piece

State Survey Profiles

This report aims to go deeper than past research through oversampling of bellwether states in order to compare the growing impact of direct mail at the national level with its impact in these key states.

Georgia Voter Engagement with Direct Mail

Georgia Voters Find Direct Mail is Easy to Understand

Georgia voters check their mailbox at least 4 days a week – a number that is consistent with national trends (77%)

When Georgia Voters Prefer to Receive Direct Mail

Nevada Voter Engagement with Direct Mail

Nevada Voters Find Direct Mail is Easy to Recall

Nevada voters check their mailbox at least 4 days a week – a number that is slightly lower than national trends (77%)

When Nevada Voters Prefer to Receive Direct Mail

New York Voter Engagement with Direct Mail

New York Voters Find Direct Mail is Credible

New York voters check their mailbox at least 4 days a week – a number that is slightly higher than national trends (77%)

When New York Voters Prefer to Receive Direct Mail

The Future of Campaigning

While direct mail has had a growing impact during recent election cycles – it is not a one‑size‑fits-all tactic or advertising channel. In order to harness the full potential impact of direct mail, campaigns should consider these actionable insights when developing messaging strategies for the upcoming election cycle, including:

Leverage Direct Mail as Part of the Media Mix

Utilize the Mail Moment® Experience to Reach Voters

Engage Voters by Delivering Personalized Messaging

Understand the Unique Political Landscape in Your State

For More Actionable Insights

A Joint Study by the United States Postal Service and American Association of Political Consultants (AAPC)

All 2022 Midterm Election data sourced from post-election research conducted on behalf of the Postal Service™ by Summit Research and KRC Research from November 2022 through January 2023. The research includes post-election voter surveys and focus groups.

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