USPS/AAPC survey finds millennials like political direct mail  –May 5, 2016

In cooperation with the nonprofit American Association of Political Consultants (AAPC), the USPS conducted a survey and focus groups that evaluated young peoples’ preferences with regard to political campaigning. In announcing the results, the Postal Service said: “Contrary to common assumptions about digitally connected millennials, a new joint survey demonstrates that young voters pay close attention to political mail and in fact favor it over other forms of political advertising.”

The downloadable white paper hopefully remarks that “a 2015 Gallup poll shows that 36 percent of those under 30 ‘look forward to checking the mail each day.’” And, “According to the USPS’® 2014 Household Diary Study, 41 percent of 22-24 year olds and 37 percent of 25-34 year olds immediately read mail sent to their house.”

The study reported the following six key findings:

1. Millennials prefer and are accustomed to verifying information from multiple sources. Political mail provides an opportunity for campaign integration, by listing website and social media channels.
2. Political mail can be seen as a helpful, sharable and useful educational tool (for voting deadlines, early voting details, etc.).
3. Millennials want an authentic and direct connection to the candidate.
4. Millennials approach negative mail cautiously—but use it as an opportunity to learn more.
5. Millennials respond well to political mail that includes simple messages, uncomplicated design, limited text and high contrast colors.
6. Millennials respond well to creative attention-grabbing techniques and humor.

The Postal Service has set a goal to take in at least $1 billion in revenue from political mail in 2016. USPS publication 417 on nonprofit mail eligibility states that:

The following political committees may be authorized to mail at the nonprofit rates without regard to their nonprofit status:

• National committee of a political party (the organization responsible for the party’s day-to-day operation at the national level).
• State committee of a political party (the organization responsible for the party’s day-to-day operation at the state level).
• The Democratic Congressional Campaign Committee.
• The Democratic Senatorial Campaign Committee.
• The National Republican Congressional Committee.
• The National Republican Senatorial Committee.

It is expected that over half of the USPS goal to make $1 billion from this year’s elections will be mailed at nonprofit rates.