We didn’t see this coming.
According to a new joint survey conducted by the United States Postal Service and the American Association of Political Consultants, voters under the age of thirty pay closer attention to direct mail, particularly political advertising, than their older counterparts.
With the 2016 presidential campaign in full throttle mode, these results are even more intriguing. Donald Trump and Hillary Clinton are both vying for the twenty percent of the electorate that under-thirty voters represent. It’s possible that in the battleground states of Florida, North Carolina, Colorado, Nevada, Pennsylvania and Ohio, these voters can sway the election.
Findings from the study include:
- Millennials prefer political mail over other forms of political advertising. At least 42 percent of millennials prefer direct mail political ads over online ads, with 38 percent favoring both equally. (Twenty percent prefer online political ads.)
- Millennials are more likely to read, discuss and use political mail. Over twice as many millennials thoroughly read political mail they receive (40 percent compared to 18 percent for non-millennials.) Additionally, they discuss political mail more with others (78 percent compared to 63 percent) and use mail to remind them when to vote.
- Political mail prompts millennials take action. Because of political mail, 66 percent of millennials are likely to research the candidate, with 54 percent visiting the candidate’s website.
The survey can be found at http://www.deliverthewin.com/political-mail-and-millennials/
We’ve been offering creative print enhancement solutions to commercial printers for over two decades. Post Press Specialties, one of the Midwest’s largest bindery can help make your direct mail piece a success. If you’re looking to increase engagement on your next direct mail piece, give Post Press a call at 816-257-1919.