Never in history has there been a better time to be a political candidate. Not because there is an unusually low amount of mud-slinging in political campaigns; and certainly not because the general public is more in love with politicians than ever before. Today’s politicians have more opportunities, channels and means than ever before to reach voters; and what this means to political campaigns is nothing short of incredible.

A recent DM News article (http://bit.ly/wwRCW0) discusses some of the integrated approaches and technology used to drive today’s political campaigns.  With QR codes, mobile, digital, and the incredible flexibility of direct mail today, campaigns now look much different than they did just five or ten years ago.

But despite all the technology and channel integration possibilities, direct mail remains the top choice and the most successful means for communicating to potential voters. Some political strategists firmly believe that if you own the mailbox, you own the election.

Though the DM News article talks about “fixed messages” on direct mail, I’m here to tell you that digital color is variable and not fixed. Digital color imaging provides an entirely new level of capabilities and opportunities. Digital color now enables a directed and personalized message on an individual voter basis. So a candidate can convey one message to me and another to my neighbor, based on our individual interest in a particular issue.

A campaign can now provide a map, driveway-to-polling station; or a map to the local campaign office (should I be interested in volunteering). This type of direct mail is relevant, it’s useful and it’s personal. Am I winning over your vote yet?

In the past, candidates were forced, almost exclusively, to use broadcast media channels to quickly respond to attack ads or “hot button” issues.  Digital color changes the game and now enables candidates to very quickly communicate via direct mail, with variable messaging. So maybe during this election cycle we won’t be inundated with political tv ads and, instead, be communicated with on a more personal level. I certainly wouldn’t mind a few thousand less political tv attack ads.

Let’s have a conversation about how SourceLink’s digital color capabilities and expertise can help power a truly integrated political campaign. I’m Evan Childs, and I approve this message.