Millennial voters have grown up with and around computers, driving the need for smartphones and other devices. But that doesn’t mean campaigns should focus exclusively on digital advertising to reach them. Polling and focus group research supported by the United States Postal Service® (USPS) and the American Association of Political Consultants (AAPC) show that an exclusive focus on digital channels would miss an important opportunity for communications outreach: direct mail.
In fact, Millennials are paying very close attention to political direct mail—it is a must-have component of a multichannel communications strategy and important launching point to digital channels.
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