In the 2020 U.S. elections, volunteers sent over 20 million handwritten postcards to voters. Studies suggest that personal messages can increase voter turnout by 1-3%—a small but crucial margin in tight races. Postcards to voters are a grassroots strategy where volunteers send handwritten or printed messages to encourage voting.
Unlike mass emails or digital ads, these postcards create a direct, personal connection. Over time, campaigns have refined this method, using voter data to target key demographics. But do these postcards truly make a difference? This article examines the pros and cons, helping you determine if they are an effective tool.
What Are Postcards to Voters?
Postcards to voters are handwritten or printed messages sent to potential voters, urging them to participate in upcoming elections. Volunteers, advocacy groups, and political campaigns use this method to provide voting information, deadlines, and motivational messages. Unlike emails or robocalls, postcards feel more personal and are less likely to be ignored. This tactic aims to boost voter engagement, especially among those who may not be reached through traditional campaign efforts.
The use of postcards in political campaigns has grown over time. Initially, they were a niche tactic, but with declining trust in digital outreach, they gained popularity. Grassroots organizations have embraced them as a low-tech, high-impact way to connect with voters. Today, campaigns leverage voter data to send personalized postcards, making them a targeted strategy rather than just a broad outreach effort.
Pros of Sending Postcards to Voters
#1. Personalized Touch
Postcards feel personal in a way that digital ads and mass emails do not. A handwritten or thoughtfully designed card creates a sense of connection between the sender and recipient. This small effort can make voters feel valued and more likely to engage with the message. Studies have shown that people respond more positively to direct mail that feels personal, making postcards a compelling tool for voter outreach.
Unlike generic campaign mailers, postcards often include the voter’s name and a conversational tone. This approach humanizes political outreach, making the message feel like it comes from a real person rather than a campaign machine. Voters are more likely to trust a message that feels sincere rather than a mass-produced advertisement. When a voter sees a handwritten or uniquely crafted postcard, they may feel a stronger obligation to participate in the election.
#2. Higher Engagement
People are more likely to read and remember a physical postcard than a digital message. Email inboxes are flooded with campaign messages, many of which end up ignored or deleted. A postcard, however, stands out in a stack of mail, making it more likely to be read. Research has shown that physical mail has a higher engagement rate than email, with recipients spending more time looking at it.
Studies suggest that people process printed materials differently from digital ones. The act of physically handling a postcard—picking it up, flipping it over, reading it—creates a stronger memory association. This makes postcards more effective at delivering key messages, such as voting deadlines or polling locations. When compared to digital outreach, postcards have the advantage of demanding a voter’s attention in a way that emails and online ads often fail to do.
#3. Cost-Effective
Compared to TV ads or large-scale digital campaigns, postcards are a budget-friendly outreach method. Printing and mailing costs are relatively low, especially when done in bulk. Volunteer-driven postcard campaigns further reduce expenses by eliminating labor costs. Many grassroots organizations rely on volunteers to write, address, and send postcards, making this a cost-effective way to reach voters.
Campaigns with limited budgets can reach thousands of voters without spending millions on traditional advertising. A single postcard costs much less than a digital ad campaign that requires ongoing funding for impressions and clicks. While costs can add up over time, postcards still offer a high return on investment when targeting specific voter groups, particularly in local or swing-state elections where every vote matters.
#4. Reach and Accessibility
Not all voters rely on digital communication. Some, particularly older adults and those in rural areas, may not regularly check emails or use social media. Postcards ensure that these voters receive election information, filling a gap that digital campaigns might miss. For communities with limited internet access, postcards serve as a direct and effective way to provide voting reminders and instructions.
Additionally, postcards do not require internet access or advanced tech skills. Many elderly or less tech-savvy voters may feel overwhelmed by emails, text messages, or online ads. A physical postcard is easy to read and does not require any additional action beyond absorbing the message. This makes it an inclusive method of outreach, ensuring that people who are less digitally engaged are still informed and encouraged to vote.
#5. Targeted Messaging
Postcards can be tailored to specific voter groups. Campaigns can use voter registration data to send messages that resonate with certain demographics, such as young voters, first-time voters, or those in swing districts. Unlike mass mailings that reach a broad audience, postcards allow for strategic targeting to maximize impact.
Because postcards are designed for a one-on-one communication style, they allow campaigns to craft messages that feel relevant and personal. A well-targeted postcard can be more effective than a broad, one-size-fits-all digital ad. For example, a campaign could send a postcard reminding young voters of early voting opportunities or informing older voters about mail-in ballot procedures. Personalized messages create a stronger emotional response and increase the likelihood of voter participation.
#6. Physical Reminder
A postcard sitting on a voter’s kitchen counter serves as a constant reminder of an upcoming election. Unlike a digital ad that disappears after a few seconds, a physical postcard remains visible, reinforcing the voting message every time the voter sees it. This visual reinforcement helps prevent forgetfulness, which is one of the most common reasons people fail to vote.
This is particularly useful in elections where turnout is crucial. A simple, well-timed reminder can be the push a voter needs to show up on Election Day or send in their mail-in ballot. Unlike social media ads that get lost in an endless scroll, a postcard can be displayed on a fridge or desk, increasing the chances that the voter will take action when the time comes.
#7. Simplicity
Postcards are straightforward. There are no complex calls to action, no need to click links or sign up for anything. The message is direct—vote on this date, at this location, for this reason. This simplicity makes it easy for voters to absorb and act on the information. In an era where people are overwhelmed by digital distractions, a simple and clear message can be more effective than a lengthy email or text.
Campaigns also benefit from this ease of use. Unlike digital outreach, which requires website maintenance and data tracking, postcard campaigns are relatively easy to manage. Volunteers can write, send, and track them without needing advanced technical skills. The simplicity of postcards also means they are easy to scale—whether sending out a few hundred or tens of thousands, the process remains efficient and manageable.
#8. No Tech Barriers
Unlike emails or digital ads that require internet access and digital literacy, postcards reach voters without technological obstacles. Many voters, especially seniors, may not engage with online campaign efforts. A physical postcard ensures they still receive important election information. Campaigns often overlook this segment of the population, making postcards an essential tool for reaching those who are less active online.
Additionally, postcards are immune to spam filters and ad blockers. While many voters ignore political emails or skip online ads, a postcard in the mailbox is harder to dismiss. With email open rates declining due to spam overload, physical mail remains one of the most reliable ways to ensure a message gets seen and read.
#9. Increased Trustworthiness
People tend to trust physical mail more than digital outreach. Scam emails and misinformation-filled social media ads have made voters skeptical of online political messages. A well-crafted postcard, however, feels legitimate and credible. The tangible nature of a postcard gives it a sense of authenticity that digital messages often lack.
Handwritten postcards, in particular, convey sincerity. When voters see that someone took the time to write to them personally, they are more likely to trust the message and consider the importance of voting. This perceived authenticity can make postcards a persuasive tool, especially in an age where distrust in political messaging is high.
#10. Flexibility
Postcards can be used in various campaign strategies, from voter registration reminders to issue-based messaging. Campaigns can adjust their messaging based on voter data, election cycles, and targeted regions. Unlike TV or radio ads, which require significant investment and planning, postcards can be quickly adapted and customized to suit changing campaign needs.
This flexibility allows campaigns to pivot their approach when needed. Whether reminding people about early voting deadlines or mobilizing turnout in key districts, postcards can be adapted to fit different campaign goals. They can also be integrated with other outreach methods, such as phone banking or canvassing, to create a multi-channel voter engagement strategy. By providing consistent messaging across various outreach efforts, postcards help reinforce key campaign themes and encourage voter participation.
Cons of Sending Postcards to Voters
#1. Limited Impact
While postcards can serve as reminders, their actual influence on voter behavior is often minimal. Studies suggest that direct mail has a lower conversion rate compared to phone calls, door-to-door canvassing, or digital outreach. A voter may receive a postcard but still fail to act on it, making it a less reliable method for mobilization.
Additionally, postcards cannot provide in-depth information on candidates or policies. They are limited in space and often only contain a short message. If a voter is undecided or unfamiliar with a candidate, a postcard alone is unlikely to persuade them. This limitation makes postcards more suitable as reminders rather than primary persuasion tools.
#2. Resource Intensive
Although postcards can be cost-effective compared to digital and TV ads, they still require significant resources. Printing, addressing, and mailing thousands of postcards take time and effort, especially when relying on volunteers. The logistics of organizing a large-scale postcard campaign can be overwhelming for smaller organizations or grassroots movements.
Even when using automated printing services, there are still expenses related to design, production, and postage. Campaigns must also ensure accurate mailing lists to avoid wasting resources on undeliverable or outdated addresses. Compared to digital outreach, where messages can be sent instantly at little cost, postcards require more planning and physical labor.
#3. Potential for Misleading Information
Postcards, like other forms of political mail, can spread misinformation. If a campaign provides incorrect voting dates, locations, or eligibility rules, it can confuse voters and suppress turnout. Unlike digital platforms, where corrections can be made instantly, errors in printed materials cannot be fixed once distributed.
Additionally, postcards do not always allow for fact-checking. A voter receiving a misleading message has no immediate way to verify its accuracy unless they actively seek out additional information. This risk makes it crucial for campaigns to ensure that all messaging is accurate, up to date, and clearly sourced.
#4. Limited Interaction
Unlike phone calls or in-person canvassing, postcards do not allow for two-way communication. Voters who receive a postcard cannot ask follow-up questions or engage in a dialogue. This lack of interaction limits the effectiveness of postcards in persuading undecided voters or addressing voter concerns.
For political campaigns, building relationships with voters is key to mobilization. A personal conversation, even a brief one, can have a much greater impact than a postcard. Since postcards only deliver a one-way message, they lack the engagement factor that other outreach methods provide.
#5. Less Targeted
While voter data allows campaigns to target specific demographics, postcards still lack the precision of digital outreach. Online advertising can be adjusted in real-time based on voter engagement and interaction, whereas postcards are static and sent without immediate feedback.
Furthermore, some voters may receive postcards that do not apply to them. For example, a postcard encouraging voter registration may be sent to someone who is already registered. Without the ability to refine messaging dynamically, postcard campaigns may waste resources on voters who do not need the information.
#6. Easily Ignored
Despite their physical presence, postcards can be quickly discarded. Many people treat political mail as junk and throw it away without reading it. Unlike emails, which can be revisited, a postcard that is immediately trashed loses its impact entirely.
This is especially problematic during election season when voters receive multiple campaign materials daily. With so much political messaging competing for attention, a single postcard may fail to stand out. If the design or message does not immediately capture interest, it risks being overlooked.
#7. Environmental Impact
Postcards contribute to paper waste and require energy to produce and deliver. Large-scale mail campaigns generate significant amounts of discarded paper, which can be an issue for environmentally conscious voters. While some campaigns use recycled paper, the overall environmental footprint of mass mailings remains a concern.
Additionally, the transportation required for mailing thousands of postcards increases carbon emissions. Compared to digital outreach, which has a much lower environmental impact, postcards may not be the most sustainable option for voter engagement. Campaigns that prioritize eco-friendly practices may need to consider alternative methods.
#8. No Immediate Feedback
Unlike digital campaigns, where voter engagement can be tracked through clicks and responses, postcards provide no measurable feedback. Campaigns have no way of knowing whether a postcard was read, understood, or acted upon. This lack of data makes it difficult to assess the effectiveness of a postcard strategy.
With digital outreach, campaigns can adjust their messaging based on real-time analytics. Postcards, on the other hand, require a leap of faith. Campaigns must rely on indirect indicators, such as voter turnout rates, to determine if their efforts had any impact. The absence of immediate feedback makes it harder to refine and improve outreach strategies.
#9. Risk of Voter Fatigue
Voters bombarded with multiple campaign messages, including postcards, may become disengaged. Receiving too many postcards can feel intrusive and repetitive, leading to frustration rather than motivation. If a voter perceives the outreach as excessive, they may tune out entirely.
This is particularly true in highly contested elections where multiple campaigns send mailers simultaneously. Instead of reinforcing the message, an overwhelming volume of mail can backfire and reduce a voter’s willingness to engage with any political material. Effective campaigns must strike a balance between outreach and overexposure.
#10. Higher Costs in Bulk
While individual postcards are relatively inexpensive, large-scale mailing efforts can become costly. As campaigns increase the number of postcards sent, printing and postage expenses add up. This can strain budgets, particularly for grassroots organizations with limited funding.
Bulk mailing also requires logistical coordination. Managing addresses, ensuring timely delivery, and tracking undelivered mail adds layers of complexity. Campaigns must weigh the cost-benefit ratio of sending thousands of postcards versus investing in other outreach methods that may yield higher engagement rates.
When Postcards to Voters Are Likely to Work
#1. When Targeting Specific Demographics
Postcards can be highly effective when campaigns focus on specific voter demographics. Older voters, for example, tend to engage more with physical mail than younger, tech-savvy voters. Similarly, rural communities, where internet access may be less reliable, often respond better to traditional mail than digital outreach.
Campaigns can also target voters based on political engagement levels. For instance, low-propensity voters—those who vote infrequently—may benefit from a physical reminder that stands out among other election communications. By tailoring messages to specific groups, postcards can increase voter participation where digital outreach may fall short.
#2. During Low-Engagement Election Cycles
Postcards work best in elections where voter interest is generally low, such as off-year municipal elections or special elections. In these cases, voter turnout tends to be lower, and campaigns must work harder to remind people to participate. A well-timed postcard can provide the push needed to get voters to the polls.
In contrast, high-profile elections with intense media coverage may render postcards less effective, as voters are already inundated with political messages. When fewer organizations are competing for attention, postcards have a greater chance of making an impact and standing out in a voter’s mailbox.
#3. For Reminder Campaigns
Postcards are particularly useful for reinforcing information that voters may already be aware of but could forget. These reminders can include election dates, polling locations, or deadlines for early voting and mail-in ballots. By providing clear and concise details, postcards ensure that voters have the logistical information they need to cast their ballots.
Unlike lengthy campaign materials, a postcard delivers a quick, easily digestible message. Even if a voter does not engage deeply with political content, a simple, visual reminder can prompt them to take action. This makes postcards a strategic tool for increasing turnout, especially among occasional voters.
#4. When Personalizing Messages
Personalized postcards tend to be more effective than generic campaign mail. Handwritten messages, customized greetings, or references to local issues can create a stronger connection with voters. People are more likely to pay attention to mail that feels personal rather than mass-produced.
This approach works well for grassroots campaigns where volunteers can add a human touch to their outreach. A handwritten postcard from a fellow community member may feel more authentic and trustworthy than a professionally printed political advertisement. This sense of connection can enhance the effectiveness of a postcard campaign.
#5. In Local or Smaller-Scale Elections
In smaller elections, where voter outreach is more limited, postcards can be a crucial tool for engagement. With fewer advertising channels available and lower overall spending, direct mail can help candidates and causes reach voters who may otherwise receive little information about the election.
Postcards also help reinforce name recognition for lesser-known candidates. In a local election with multiple contenders, a well-designed postcard can make a candidate stand out. Since voters in smaller elections may not have strong party affiliations, a personalized touch through mail can help sway undecided voters.
When Postcards to Voters Are Likely Not Going to Work
#1. When Voters Are Highly Engaged Digitally
In an era where most political discussions and campaign outreach happen online, postcards may not be the most effective tool for reaching voters who primarily engage through digital platforms. Younger demographics, in particular, are more likely to interact with political content via social media, email, and text messages rather than traditional mail.
Digital outreach allows for real-time engagement, immediate calls to action, and interactive features like videos, surveys, and donation links. In contrast, postcards provide a static message with no way for voters to respond instantly, making them less effective for audiences accustomed to quick, online interactions.
#2. During High-Profile National Elections
In major national elections, such as presidential or congressional races, voters are often bombarded with campaign messages from multiple sources, including television ads, social media, emails, and news coverage. In this highly saturated environment, a single postcard can easily be overlooked or discarded without making a significant impact.
Moreover, high-profile elections tend to drive voter turnout through extensive media coverage, debates, and political events. With so much exposure to candidates and key issues, a simple postcard may struggle to stand out among the overwhelming flood of campaign materials voters receive.
#3. When Voter Demographics Are Difficult to Target
In areas with diverse and rapidly changing demographics, a single message may not be effective for all potential voters. Certain communities may have language barriers or cultural differences that make standardized messaging ineffective. If postcards are not carefully tailored to specific audiences, they may fail to connect with recipients.
Furthermore, some voter groups may respond better to in-person engagement, phone calls, or digital outreach. Younger voters, for example, are more likely to consume political content through social media than through physical mail. If a campaign lacks the resources to segment its audience properly, postcards may be perceived as impersonal and unrelatable.
#4. When There Is No Clear Call to Action
A major limitation of some postcard campaigns is the absence of a strong and specific call to action (CTA). If a postcard simply provides information about a candidate without explicitly guiding voters on what to do next—whether it’s registering to vote, finding their polling place, or voting early—it is less likely to be effective.
A postcard should provide clear, actionable steps that a voter can take immediately. Including QR codes linking to registration sites, early voting locations, or personalized voting plans can significantly enhance engagement. Without a compelling reason to act, postcards may fail to drive actual voter participation.
#5. When Voters Do Not Receive Follow-Up Communication
Postcards alone rarely motivate voters to take action unless they are part of a broader, multi-channel strategy. Without follow-up communication, such as phone calls, text messages, or digital ads, the impact of a single postcard is likely to fade. People may set it aside with the intention of taking action later, only to forget about it entirely.
Effective voter outreach requires multiple touchpoints. A postcard can serve as an initial introduction, but follow-up emails, phone calls, and personal conversations are often necessary to turn a reminder into real voter turnout. Without reinforcement, the impact of postcards may be minimal, especially in highly competitive elections.
Closing Thoughts
Postcards to voters can be a valuable tool for voter engagement, but their effectiveness depends on several factors. While they serve as tangible reminders and can be cost-effective for campaigns, they also have limitations, such as being resource-intensive and offering limited interaction. Their impact varies depending on the target audience, election type, and the presence of complementary outreach efforts.
Ultimately, postcards should be seen as one piece of a broader voter engagement strategy rather than a standalone solution. When used strategically—such as for targeting specific demographics, boosting turnout in low-profile elections, or providing essential voting information—postcards can be a useful tool. However, campaigns must also recognize their limitations, especially in highly digital environments or elections where follow-up engagement is crucial. By understanding when and how postcards work best, political campaigns can maximize their effectiveness while ensuring their resources are well spent.