A cross-channel campaign that connected direct mail with digital outreach to increase voter visibility and support a winning election result.

Situation:
A congressional campaign needed to improve voter reach in a competitive primary with multiple opponents. To broaden visibility, the campaign wanted to connect direct mail with digital channels and engage both traditional voters and absentee ballot voters.

Campaign Objectives:

• Increase voter awareness
• Improve campaign name and message recognition
• Reach both absentee and in-person voters
• Connect direct mail with digital outreach
• Expand campaign visibility across channels

Solution:
Think Patented implemented a cross-channel voter outreach campaign using its Political Power Up program. The campaign combined direct mail with Informed Delivery, online follow-up, and social media reinforcement to expand message visibility and support outreach across multiple voter segments.

Campaign Details:

• Voters were identified within the district and segmented by absentee versus in-person voting
• 94,531 direct mail pieces were mailed to absentee voters
• USPS Informed Delivery included a full-color interactive ad linking to the campaign website
• District Targeting and Online Follow-up generated 509,356 digital ad impressions
• Social Media Follow-up delivered 8,119 ads
• SocialMatch delivered 21,073 ads, reaching 16,580 voters

End Results:

• 6.72x increase in impressions over traditional direct mail
• 634,581 views by potential voters
• 58.8% of the vote in the campaign victory
• Reduced manual effort through campaign automation features

Attracting voters is a difficult situation in today’s political environment. Political Power Up campaigns solve this by including up to 9 different channels in a campaign. Allowing candidates to add digital channels along with direct mail to increase their message reach and successfully get votes.  

The client was most pleased with the results of this campaign and the minimal involvement required by their staff due to the program’s automation features.  

About Political Power Up:

Political Power Up campaigns are run using our Mail360 platform.  

Mail360 is an advanced, automated marketing-based solution that is designed to seamlessly track the effectiveness of your direct mail campaigns. It enhances the results of a direct mail campaign by integrating 11 digital platforms.

With Mail360 you can combine your direct mail campaigns with digital marketing to reinforce messaging, which increases your results by double digits or more.