Direct mail is the winner’s choice. When the message is relevant and personal, it can spark voter action. That’s why, year after year, direct mail proves itself to be one of the most engaging and effective channels for winning campaigns (see deliverthewin.com).
Objectives
n Ensure the correct use of Tag 57, Political Campaign Mailing.
n Ensure Postal Service employees know that they must always promptly and efficiently process and deliver Political Mail. Mail entry personnel must ensure that all qualifying mail is documented as Political Mail.
Key Messages
n U.S. Mail services are an important part of the U.S. election process. The Postal Service considers the dependable and timely delivery of Political Mail promoting candidates and social causes essential to the success of the election mailing season.
n The best campaign is a multi-channel campaign. For candidates, Political Campaign Mail can help them reach constituents directly.
n Use Tag 57, Political Campaign Mailing, for the following mailings:
n Any political campaign mailing by a registered political candidate, campaign committee, and committee of a political party; or
n Political message mailing by a PAC, super-PAC, or other organization engaging in issue advocacy or voter mobilization.
For more information, visit usps.com/business/political-mail.htm.
Why Political Mail?
n Mail can reach 100 percent of targeted voters.
n Mail prompts action, often through other channels.
n Mail has been tested and is proven effective.
Political Mail Tools
n The Political Mail website (see deliverthewin.com) provides information on key contacts and other valuable resources, and serves as an online platform to promote direct mail through the following materials:
n Educational articles,
n White papers,
n Case studies, and
n Videos.
n Connections to digital content, such as augmented reality, emphasize the link between digital and hard copy content as a means to extend and increase the effectiveness of political messaging. Augmented reality mailpieces promote campaign messages in a way that engages voters.
n Postal Service webinars highlight key political industry topics.
n The Postal Service has sponsorship agreements with the American Association of Political Consultants and Campaigns and Elections to help promote the use of mail early and often in the political arena. Activities include:
n Attending events and co-sponsored webinars,
n Advertising and white paper development and placement, and
n Direct meetings with political operatives.
Tag 57, Political Campaign Mailing, is a red container tag used to identify Political Mail while it’s in the mailstream. Tag 57 can be used in the following ways:
n In a Political Campaign Mailing by a registered political candidate, campaign committee, and committee of a political party; or
n In a Political Message Mailing by a PAC, super-PAC, or other organization engaging in issue advocacy or voter mobilization.
According to Mailing Standards of the United States Postal Service, Domestic Mail Manual (DMM®), a registered political candidate or party is defined as an individual or organization recognized by a government election control authority (national, state, or local).
Tag 57
