According to the LA Times, “experts say Republicans tend to be older than Democrats and prefer direct mail over e-mail.” The average age of Republican delegates is 54 (same as Democratic delegates) and as a 40… eh hem… something year-old, I must admit I prefer direct mail as well. While age might be a small factor, they can’t lump all of us into one “older” category. Obama’s campaign has been using more money on Internet-related costs and I have been impressed by his efforts too.
Some may think it’s out-dated to be attracted to snail mail but according to the Direct Marketing Association (DMA), “close to 33% of consumers go online to respond to direct mail” they previously received. So by using direct mail, the RNC is able to differentiate non-responders allowing them to more precisely determine who may need extra impressions before they’ll take action (and vote!).
Think about every time you walk out to your mail box how exciting it is to see your name proudly posted on a letter from a friend. Why should we be any less excited to receive “20% off your next purchase of your favorite ice cream” on a direct mailer? My children often remind me of the importance of email, though; every time I receive an update from their teachers I realize the importance of instantaneous information.
So call me old-fashioned, but tonight when you open your mail box to find personalized coupons and an update on Uncle John’s hip surgery, ask yourself, “Do I prefer direct mail or e-mail?”
What do you think?