Direct Mail

Paper weight affects how the mail moves through the post office workflow. The paper must have enough durability not to be torn up with the mass of other mail during handling, or by machines, etc. Thicker paper usually fares better in the mail system and is in better shape when it reaches mailboxes. It also has an impact on the reader: heavier paper is perceived as more expensive and higher-end than flimsy lighter paper.

As I wrote a couple of years ago, political mailers haven’t gone the way of the dinosaurs – they’re still a very effective method of communication for both persuasion and GOTV efforts. Political mailers may not be as sexy as the world of digital, but here are a few reasons to hang onto mail a while longer.