Case Study: Absentee Voting

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

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