WHICH PIECE WORKS BEST?
ABSENTEE BALLOT APPLICATION TESTING – AZ-08, OH-12 & WI SPECIAL ELECTIONS
Which type of direct mail piece is most effective for absentee ballot applications?
- Plain artwork vs. political artwork
- Pre-filled voter info vs. blank application
- Prepaid return postage vs. postage required
- Initial application piece vs. follow-up second piece
- Envelope package vs. flat 11x17 folded to 8.5x11 package
COMPARISON
SOMETIMES UGLY IS BETTER
RESULT: "OFFICIAL-LOOKING" OUTPERFORMS
WHAT ABOUT STAMPS?
WHAT IF THEY HAVE TO PUT A STAMP ON IT?
RESULT: PRE-PAID POSTAGE OUTPERFORMS
IN THE PAST...
EXECUTING ON WHAT WE LEARNED
THE PLAN IN ACTION:
- Official-looking design
- Envelope style
- Pre-filled form
- Postage paid (most states)
- USPS Bar code tracking
