With the general election upon us, it feels like an apt time to discuss how modern UK politicians and the government use direct mail.
Although it may feel outdated, especially when you consider that the number of people in the UK with an internet connection has risen to 63.06-million – or 93% of the population, it’s surprising direct political mailings are still used. It’s a testimony to its effectiveness for directly targeting its audience.
Whether you are just interested in general or looking to capitalise on tried and tested methods for your own campaigns, you may be wondering in what ways do politicians, political parties and the government use direct mail in this day in age. Let’s discuss some of the most common.
Election Materials
Unless you pay no attention to the mainstream or independent media, do not watch the news or look at it online, nor discuss politics in your day to day life, it’s likely you know that we are in the midst of an election campaign. You certainly won’t have been able to escape the mention of it in the various pamphlets and other literature that is pushed through your letterbox.
This form of communication is used to present their policies, changes and also propaganda against their rivals. It is effective because even if you have heard politicians speaking on the TV or radio, having a glossy pamphlet or newsletter-style piece of mail is a great way to more easily digest all the important information they feel you need to know.
Direct mail materials sent during an election campaign by a political party are used with one goal in mind – to get votes. All parties want to persuade voters to put an x next to the candidate representing them in the election, and to stop them from deciding to put an x next to the name of their opponents.
Newsletters
If you are a member of a political party, then it is likely, unless you have opted out of it in favour of a digital copy, that you will receive a newsletter from the party regularly. These are used to keep members abreast of any developments, important changes and other key information they feel their members need to know.
The details and frequency of the newsletters a part or organisation sends out will vary.
Specific Promotional Political Mail
Often, political parties or representatives, members of parliament and candidates will send out promotional political mail. This will normally cover and promote a specific political ideology or cause and come in a variety of forms. For instance, if a political party is campaigning for greater awareness of an issue and trying to get people’s support with it, such as climate change, they may send out printed letters, flyers or even postcards to get their message, their stance and any other important information across.
And It Works…
Clearly, if political parties and the government still use direct mailing, it is obviously a very useful form of marketing. Why else would they do it, otherwise? Because governments and politicians are always trying to connect with younger voters, if direct mail was not effective anymore, they simply would not use it and would stick to digital forms of marketing.
The fact that they still do, speaks volumes with regards to its efficiency and value.