In today’s digital age—where voters are constantly inundated with emails, text messages, app notifications and endless on-screen advertising—traditional mail remains a powerful tool. Research shows that direct mail is still seen as the most credible form of media outreach by voters. So how do you make your mail stand out in a crowded mailbox?

The answer is strategic planning and creativity. 

If you follow the Arena blog—which you absolutely should—you will have seen my colleague Stacey Oswalt’s recent post on 5 Best Practices for Creating Campaign Mail that Wins. Stacey is a rockstar with more than 25 years of direct mail experience. Her tips on how to create effective and persuasive mail campaigns are a must read. 

If you follow Stacey’s advice, you’re probably way ahead of the competition. And if you’re a Type A personality, you’re probably wondering what else you can do to make your mail stand out even more. 

Our team at Arena has over 400 years of combined political and marketing experience. We’ve delivered 1.5 billion pieces of mail, and helped achieve more than 1,200 victories in all 50 states. 

If Arby’s has the meats, Arena has the mail! So let’s get into it…  

1) Use Size to Your Advantage

One of the most effective ways to catch a voter’s eye is by using larger-than-standard mail pieces. A report from the Direct Marketing Association showed that oversized mailers (i.e. 8-1/2” x 11” cards) deliver a +127% return on investment compared to small postcards and letter-sized mail.

You don’t have to be a data scientist to understand how that adds up. Oversized postcards and brochures naturally stand out among smaller, more common pieces of mail. A larger format not only grabs attention but provides more space for your message, images and a call to action. 

By investing in a bigger size, you ensure that your mail won’t be easily overlooked, thus maximizing your return on investment. 

Remember, bigger isn’t just better. Bigger mail ensures your message is seen and remembered. Think of it like the difference between a mini cupcake and one of those jumbo cookies—both are delicious, but one is definitely going to catch your eye (and appetite) first!

2) Don’t Overlook Paper Quality

The tactile experience of a mail piece can significantly influence how recipients perceive its importance. Using high-quality paper stock conveys professionalism and seriousness. 

Thicker, more substantial paper feels premium and can give your campaign a competitive edge. It suggests that you are investing in your communication, thereby encouraging voters to invest their time in reading it. 

Additionally, quality paper can enhance the visual appeal of your printed materials, making colors more vibrant and text clearer.

All of this adds up to more credibility for your campaign. 

When voters receive a well-crafted piece of mail printed on premium paper, they are more likely to perceive your campaign as credible and well-funded. This perception can translate into greater trust and support from your audience.

You also want to be sure you’re using the right type of paper based on your objective (e.g., coated vs uncoated). Coated paper has a smooth finish and can make colors pop, providing a polished and professional look. Coated stock is perfect for high-quality images and graphics. 

Uncoated paper, on the other hand, has a more natural feel and is often easier to write on. This can be useful for pieces that encourage voters to take notes or fill in information.

Each type of paper has its own advantages, and choosing the right one depends on the specific goals of your mail piece. Think of it as the difference between glossy magazine pages and a rustic journal—both have their charm, but each serves a different purpose.

3) Take Advantage of Variable Print Capabilities

Personalization is key in making a connection with voters. Variable print technology allows you to customize each piece of mail with specific information tailored to individual recipients. 

This could include addressing the voter by name, referencing local issues or highlighting relevant voting histories.

Personalization makes your mail more relevant and engaging—increasing the likelihood that it will be read and acted upon. 

By utilizing variable print capabilities, you can create a more intimate and impactful dialogue with your audience. It’s like getting a birthday card with your name on it instead of “Dear Valued Customer”—much more personal and touching! 

4) Use Specialty Mailers to Make Your Message Pop

Specialty mailers can add a unique flair to your mail pieces—making them not just informative but also memorable. They are more expensive, but in some cases, the extra expense can really pay off.

Lenticular printing

Lenticular printing creates a dynamic, moving or changing image effect that captivates and entertains. Depending on the angle viewed, the reader will see two distinct messages.

Die-cut

Die-Cut techniques allow you to shape your mail into distinctive forms, such as the outline of your state or a symbolic icon relevant to your campaign. Die cuts also offer a creative opportunity to reveal surprising information, when used in a folded piece.

Foil

Foil accents can add a touch of elegance and sophistication, making your message shine—literally.

Scratch and reveal

Scratch and reveal, or scratch-offs, give your audience a reason to interact with the mail to reveal hidden messages or images.

Pop-Ups

Pop-ups are great fun. They add interactivity and 3-dimensional animation to your mail that your readers will love.

Specialty mailers make your message much more memorable. They not only attract attention but they reinforce the quality and creativity of your campaign. It’s like adding toppings to your ice cream—we all know the sundaes with sprinkles and a cherry on top just hit differently. 

Conclusion

In a world where voters are bombarded with information, standing out in the mailbox is crucial for political campaigns. By strategically using size, paper quality, variable print capabilities and specialty production, you ensure your mail pieces make a significant impact. 

Thoughtfully designed direct mail not only grabs attention but fosters a deeper connection with voters, ultimately driving engagement and support for your campaign. 

Remember, in politics, standing out is half the battle. So when it comes to your direct mail, you want to be the glitter bomb, not the boring weekly circular. 

[Disclaimer: we don’t actually recommend sending glitter bombs to voters. I sent one of those spring-powered ones to my best friend a few years back and he’s still angry to this day.]  

Let Arena Help Your Campaign Mail Stand Out

Anyone can put words on paper, but it makes more than that to stand out and win. You deserve the best, and that’s exactly what you’ll get with Arena. 

Our unique, winning designs stand out from the competition like no other. We put winning first, not what’s more profitable to us. Your victory is our victory. No other mail firm can match our experience or dedication to customer service. Period.

If you’re as serious about winning as we are, contact us now and let’s start building the direct mail that will get you there.