November 14, 2023

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How to turn midterm election research into a win in 2024

And how to connect authentically with this key voter bloc in 2024 and beyond.

Which persona do you identify with most?

By analyzing voter data. Demographics—race, age, gender, income—as well as voting habits, stance on issues, etc. are a goldmine. These deeper insights give you the power to create meaningful voter profiles. And ultimately, more informed, targeted, and relevant messaging that resonates.

Disclaimer: Customers should consult their own legal counsel regarding legal issues surrounding the use of generative AI

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What AI has to offer your campaign.

It’s all about breaking it down.

AI can analyze extensive amounts of data from voter records and profiles, demographics and geographics, polling statistics, social media posts, etc. to give your campaign:

  • Valuable insights into voter behavior, preferences, sentiment, and other patterns that can inform your strategies.
  • Microtargeted predictions on the likelihood of engagement from specific voters so you can focus your resources on the most receptive audiences.

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The Multitasker

Calm, collected, confident.

Composed efficiency is your MO. You seamlessly juggle responsibilities and are the heartbeat of the campaign operation. You’re a team player but stay focused on accomplishing your goals amidst the organized chaos.

Your priorities include:

  • Keeping your finger on the pulse of the election, voter sentiment, and every aspect of your campaign.
  • Maximizing omni-channel opportunities that generate return on investment.

How direct mail supports your role:

  • Delivers first-party data to give you deeper insights into your constituents.
  • Strengthens your ability to successfully integrate messaging across channels.

Nearly 2/3 of voters said mail strengthened what they saw in other political ads.1

63 percent

63% of surveyed voters believe mail is the most credible political advertising channel.1

Fact: 64% of surveyed voters agreed that political mail reinforced information they saw on television and online political advertising.2

Illustration of a mail piece with an arrow pointing at a bubble with a person inside.

Personalized URL

Personalized URLs (PURLs) are an effective way to connect with voters on an individual level, allowing them to feel that you know who they are.

How to use it: Include a PURL in your campaign mail piece that goes to a unique landing page for each voter—to easily track response and engagement rates.

Augmented reality

This immersive technology works by layering digital graphics over the user’s environment to deliver a memorable experience.

How to use it: Integrate an augmented reality (AR) visual trigger into your campaign mail that voters can engage with using their smartphone cameras.

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Focus on milestone dates.

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  • Send campaign mail that reminds voters of critical milestones like upcoming polling dates and highlights the various ways they can act.

  • Remind constituents of vote-by-mail deadlines (in states that offer this option).

When you add direct mail to your media mix, you are driving voters to take action.

After reading a political direct mail piece:1

  • 60% said they followed that race more closely.
  • 58% said that direct mail drove them to search online to learn more about that race.
  • 39% started following the candidate on social media.

Get to know who they are.

Understand their unique differences, culture, and backgrounds while also acknowledging the inequities they’ve faced and often still do.

For example: Be sensitive to the fact that Hispanic usually refers to people from a Spanish background, while Latino typically refers to people from a Latin American background.

Illustration of a hand holding a mail piece encouraging people to vote.

Copy that connects.

Know your audience.

When you are developing your messaging strategy, it’s important to understand what matters to them—so that you can tailor your messaging to connect on a deeper level.

Include key points.

Be clear and concise. Don’t tell your entire campaign story in one place. Strategically release elements of your story through a sequence of touch points across channels—digital and physical—to keep voters interested and wanting to learn more.

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Too early

(more than 3 months)

Some voters aren’t actively engaged or interested yet.1

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Too late

(less than 1 month)

Some voters have already made their decision.1

74% of marketers agree that direct mail delivers the best ROI, response rate, and conversion rates over all other channels used.2

Illustration of an envelope with the back flap open and a card popping out with a checkmark in a box on it.

58% of surveyed voters go online to seek more information about a campaign or race after receiving campaign mail.1

Illustration of a hand holding a smartphone with a check mark in a box on the screen.
57 percent
More than 50% of Informed Delivery users recall seeing political mail.2
More than 50% of Informed Delivery users recall seeing political mail.2
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Want to get started?

Contact a USPS® Rep to learn how AI can impact your direct mail campaigns.

Contact a USPS Rep

The Growing Impact of Direct Mail

Get a detailed analysis of voter perceptions, profiles, and focus-group insights from key battleground states.

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