How Big Should My Political Mailer Be?
How Big Should My Political Mailer Be?
Political mailers are a powerful tool in any campaign, offering a direct line to voters right in their mailboxes. With the right political mailer size, campaigns can achieve higher visibility, better engagement, and more effective communication of key messages. But how big should my political mailer be? The answer depends on several factors, including visibility, cost, and USPS regulations.
In this guide, we’ll explore the different mailer sizes available for political campaigns, including the pros and cons of each, how size affects mailing costs, and design best practices. We’ll also cover important USPS rules and provide tips on how to make the most of your political mailer size. Understanding these elements will help you craft a more effective, cost-efficient campaign that resonates with voters.
Why Size Matters in Political Mailers
Standard Political Mailer Sizes (Most Common & USPS Approved)
There are several standard sizes for political mailers, each with its own advantages. The most common mailer sizes are:
- Postcard Mailers (6” x 4” or 6” x 9”)
- Best for short, impactful messages: Postcards are cost-effective and eligible for First-Class and Marketing Mail rates.
- They’re small but mighty when you need to get right to the point.
- Letter-Size Mailers (8.5” x 11” or Folded Options)
- Ideal for more detailed messaging: these mailers fit into standard envelopes or are used as self-mailers.
- They allow for multiple images and a more comprehensive description of your candidate or policy.
- Oversized Mailers (11” x 17” or 12” x 15”)
- High visibility: These larger mailers are often used for aggressive voter outreach or for campaigns that want to make a dramatic impression.
- However, higher printing and mailing costs are associated with oversized mailers.
- EDDM (Every Door Direct Mail) Mailers (9” x 12” or Larger)
- Great for mass outreach: in targeted districts.
- These mailers don’t require specific mailing lists, making them ideal for reaching every household in an area.
How Size Affects Readability
Your mailer’s size plays a key role in its readability. Larger mailers provide more space for text and images, allowing for detailed content. However, the larger the mailer, the more expensive it becomes to print and send. Smaller mailers, like postcards, are more cost-effective but can only fit so much information.
Space for Key Messages:
It’s important to consider how much content you want to include in your mailer. For instance, a postcard might be better for a short, punchy message, while a brochure or letter-sized mailer might be more suitable for a detailed message with more information about the candidate or issue.
Physical and Psychological Impact of Size on Voter Attention:
Research suggests that the size of a mailer can influence how voters engage with it. Larger mailers, such as oversized postcards, are more likely to grab attention and stand out in a pile of mail. However, postcards and flyers are more likely to be read since they don’t overwhelm the recipient with too much information at once.
Factors to Consider When Choosing Mailer Size
When deciding on the right mailer size, here are key factors to consider:
Target Audience:
Different voter groups respond to different types of mail. Younger voters might prefer concise postcards, while older voters may appreciate the detail found in letter-size mailers or brochures.
Message Complexity:
Is your message simple or complex? If it’s brief and to the point, a postcard might be the best option. If you need to explain policies or positions, consider brochures or letter-sized mailers.
Budget:
Larger mailers are more expensive to produce and send. If you’re on a tight budget, consider using smaller mailers like postcards to reach more voters.
Timing and Frequency of Mailers:
Are you sending mailers frequently, or just once in a while? Smaller mailers might be a better option for frequent mailings, as they’re more cost-effective. Larger mailers are better suited for occasional, high-impact campaigns.
Best Practices for Political Mailer Design & Layout
Every mailer size requires different design strategies for maximum impact. Here’s how to optimize each size:
- Postcards: Focus on a single, compelling message. Your candidate’s name and call to action (CTA) should be clearly visible. Use bold fonts and contrasting colors to catch the voter’s eye. Don’t forget to add QR codes or website links for more information.
- Letter-Size Mailers: Include a personalized message and high-quality images. Position your candidate’s name at the top, with a bold, action-oriented message underneath. Ensure the layout is easy to read with clear sections for key information.
- Oversized Mailers: Take advantage of the large space by showcasing detailed issue breakdowns, large images, and clear calls to action. Use the space wisely, so the mailer doesn’t feel cluttered.
Cost vs. Impact: Which Size is Right for Your Budget?
Choosing the right mailer size is a balancing act between cost and impact. Larger mailers can make a big impression, but they’re also more expensive. Smaller mailers are cost-effective, but they might not have the same impact.
Cost Breakdown:
- Postcards: Generally the cheapest option, ranging from $0.20 to $0.50 per mailer.
- Letter-size Mailers: Typically cost between $0.50 and $1.00 per mailer.
- Oversized Mailers: Can cost upwards of $1.00 per mailer, depending on design and printing requirements.
How to Make a Strategic Decision:
Consider your campaign’s budget and goals. If you need to reach a large number of voters quickly, smaller mailers might be your best option. If you want to make a big impression or provide detailed information, larger mailers may be more effective.
Final Thoughts
Choosing the right political mailer size can significantly impact your campaign’s effectiveness. Larger mailers tend to offer more visibility and space for detailed messaging, but they come with higher costs. Smaller mailers, on the other hand, can be more budget-friendly and still effective for getting your message out quickly.
To maximize the impact of your campaign, consider your budget, target audience, and campaign goals before selecting a size. Get in touch with a printing or mailing service today to discuss your options and create a campaign that resonates with voters!
Wondering what the do’s and don’ts of political mailers are? Click here.
Jon Sutton
An expert in management, strategy, and field organizing, Jon has been a frequent commentator in national publications.
Author | Partner
