A Political Campaign Without Direct Mail


Nov 07, 2012 - by Carrie
A Political Campaign Without Direct Mail

Happy day after election day! I’m sure half of you are happy with the results and the other half, well, not so much. But I’m not here to open up a political debate or can of worms. Instead, I pose a challenge to future candidates – locally, statewide and nationally: Do away with direct mail.

The amount of paper used (wasted) over the past campaign cycle is just sad. It is a waste of money, resources and trees. I would applaud a candidate who would take the stance to not spend a dime on direct mail.

Instead, candidates should invest their dollars in digital, mobile and social. The shift to digital media is a significant one, with the Obama campaign blazing the trail. And while I appreciate those candidates who did incorporate QR codes on their direct mailers, the dollars spent on postage and paper isn't an ROI I can support.

With the 2012 presidential and congressional election costs exceeding $6 billion and reports that the presidential campaigns spent around $35 million on direct mail and telemarketing, we're talking huge dollars at play. And I can’t help but wonder, is a flyer really going to sway any of us one way or the other? I think not. However a more personal and targeted experience might...


Join our newsletter.