Done correctly, direct mail is one of the most effective and efficient methods of direct voter contact with your target audience. For smaller races, direct mail is a highly targeted way to combine field strategy with your communications and paid media plan.  The tips below will help you plan and execute a successful direct media campaign.

Your Three Audiences

  • 3-4-second (they’ll read the headlines, scan the pictures – name – slogan)
  • 10-20 second (they’ll read and absorb headlines and scan the copy)
  • The readers (want more information, will read more text)

In general, direct mail needs to be written and produced in a way that gets its main points across as succinctly as possible.


  • Your target: Make sure you define who your targeted voters are.
  • Repetition matters: Your mail plan must include multiple contacts with targeted voters over a span of time building toward Election Day.
  • Thoughtful timelines: Most voters aren’t paying attention to a campaign until the last 90 days. The challenge in waiting until voters are tuned in is that you will be competing against the clutter of everyone else’s mail; you’ll want to make sure you have a big enough program with enough repetition and creative design to break through the clutter.
  • Respond quickly: The political landscape can change overnight. You need to be ready to quickly shift your strategy. We can turn on a dime.


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