According to a recent survey by the United States Post Office, 68% of people polled say that direct mail is one of the most credible sources of information in a political campaign. And with $10.4 billion projected to be spent on advertising for this coming election cycle, you can be sure that political mailers will be landing in mailboxes everywhere.
As you (and the candidates) start planning for fall campaigns, here are our top three tips to keep in mind to ensure the best results.
Pick the Right Service
With most mailers being highly targeted and timed, choosing the right service level is essential. If you’re looking for delivery on a specific date, then the faster you can get your pieces into the delivery stream, the better your chances of precise timing. Looking for specific geo-targeting or blanketing a specific region or community? Consider Every Door Direct Mail (known as EDDM) from the United States Postal Service. From your mailing list to your design to your mail delivery services there’s a lot to consider, but there are many companies like this, including Altrans Postal Solutions, that specialize in these services who are ready to assist you.
Pick the Right Carrier
Just like choosing the right service level is essential, so is picking the right carrier. For time-critical pieces, a high-end LTL carrier with a strong reputation for good service is your best choice. But be prepared to get creative, as even these carriers can experience volume overload. Maintaining open communication about your needs and delivery targets can make sure the carrier keeps you informed in the event you need to make alternative arrangements such as delivering the pieces to them rather than relying on standard pickup service.
Plan Well in Advance
As the saying goes, timing is everything, and with mailers, planning in advance, especially for potential pitfalls in schedules, is positively essential for success. From weather delays to excess volume to staffing shortages and holidays, be sure to allow enough time for your piece to make it IN time by padding your schedule for unforeseen circumstances like these.
The Bottom Line
When it comes to political mailers, or any time-critical mailers, planning and knowing your services and carriers are what stand between you and success. Do your research, plan in advance, and communicate with your carriers and customers to set expectations and keep in the know of current factors that could affect your mailings. When in doubt, hire an expert in the field to advise and even manage the job for you. It’s an investment that will surely pay off in the end, in more ways than one.
If you have questions about how to maximize your results for political mail or other shipments, please reach out. Altrans Postal Solutions has decades of experience in direct mail planning and shipping logistics, and we’re happy to help.
