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Under-standing Your Voters

The 2020 presidential election and the 2022 midterms inspired record voter turnout
The United States set a modern record for turnout in a presidential election in 2020 with 66.8%.1 Voter turnout for the 2022 U.S. congressional elections was the second highest for a nonpresidential election year since 2000, with 52.2% participating.2
What does this mean for your campaign?
More opportunities to get that plus-one vote that could make a pivotal difference, ultimately leading to a victory speech.
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Why taking an omni-channel campaign approach matters
Constituents today are constantly tuned in to a range of devices across multiple platforms, making it harder for candidates to stand out among the onslaught of political advertising messages.
A strategy that integrates online (email, banners, social media) and offline (direct mail, canvassing) channels can create maximum impact and deliver an experience that voters can’t ignore.
70%
of surveyed voters
read political mail upon receiving it.3
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Whether the goal is to educate, persuade, or Get Out the Vote (GOTV), it’s important
for campaigns to connect with their target audience on a deeper, more personal level. Winning their votes starts with understanding what drives them to take action.
Let’s explore the mindsets of four different voters and the opportunities to reach, engage, and mobilize them along their journey to the polls.
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Select a campaign button to explore voter profiles
Party Loyal
Party affiliation can automatically sway this voter’s decision to one side. The challenge is to get Party Loyal voters to the polls, in both the primaries and the general election. This presents a great opportunity for campaigns to allocate resources toward messaging around the key party issues that these voters care about.
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Background of people with different political parties
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Campaign Opportunities
for the Party Loyal voter:
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Awareness
Campaigns can use data such as voter registration lists to identify which voters are registered with their party. That data can then be used to send a political mail piece with attention-grabbing messaging that imagines a world where the other party takes control of the office.
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You can then use that same voter list for digital targeting to reach the same constituents across multiple channels.
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Persuasion
Your mail piece helps drive constituents online, so your campaign can collect first-party data while communicating the next chapter in your narrative—an optimistic message about a brighter future where your candidate is elected to office. You can also guide voters to specific information, like the candidate’s donation page.
58%
of surveyed voters search online to learn more about that race after reading a mail piece.3
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GOTV
Messages that lean into key party issues and platforms can be particularly powerful for these loyalists. This can drive primary and down-ballot voting decisions and also reinforce the importance of going to the polls.
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47 Percent Check 3 vertical white stars
of voters find direct mail to be persuasive.3
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Advocacy
Once the voter data is captured, your campaign could send constituents a political Share Mail® piece before the election, thanking them for their support and asking them to spread the word to friends, family, and colleagues.
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Share Mail is a customized direct mail product that works like a word-of-mouth marketing tool. Constituents can communicate and relay messages to each other through a postcard or letter sent from a USPS® commercial mailer.
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Get the Right Message to the Right Voters

Securing that plus-one vote can be the difference between victory and defeat. By understanding what makes every voter tick, you can speak directly to what matters to them most. It’s more imperative than ever to connect with voters wherever they are in their decision-making process to help drive action to the polls.
1. Nathan L. Gonzales, “Midterm Elections Could Set Another Turnout Record This Year,” Inside Elections, October 12, 2022.
2. “2022 Voting and Registration Data Now Available,” United States Census Bureau, Updated May 2, 2023.
3. “USPS Political Mail Post Election Research Analysis Report,” USPS, January 13, 2023.
4. “The State of Direct Mail Report,” Lob, 2023.
5. Taylor Orth, “What reasons do Americans give for not voting in 2022?,” YouGov, November 16, 2022.
6. Spring 2022 Global Attitudes Survey, Pew Research Center, 2022.
7. “Informed Delivery User and Household Data XLSX,” USPS, May 2023.
8. “Informed Delivery Year in Review Report, USPS,” January 2022-December 2022.

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