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Pennsylvania advocacy group uses direct mail to educate voters

Although technology has made it easier to deliver messages faster, it still hasn't hurt the value of sending information through the mail. Mailing software has streamlined the process, enabling anyone to create and deploy their own direct mail campaign.

Journalism.co.uk, citing data from a recent ResearchAndMarkets report, revealed that direct mail use in the U.K. grew 8.6 percent in 2013 and was said to account for nearly 25 percent of all the sales transactions that took place in the country.

"Many businesses use direct marketing as it is a very cost-effective tool and no other marketing method can achieve such a personalized and real-time experience for the consumer" Asura Mazonaite, the managing director of Mazonai, a British marketing company. Mazonaite cites the primary appeal of direct marketing can be found in its direct response to consumers and ease in which messages can be customized to fit any campaign.

Here in the U.S., a direct mail strategy is being utilized by a Pennsylvania group advocating for gun control in the state. According to PoliticsPA, CeaseFirePA is using direct mail as a way to distribute its results on findings related to a questionnaire the organization issued to political candidates on the topic of gun control.

Shira Goodman, executive director of CeaseFirePA told PoliticsPA that state residents have a right to know where potential elected officials stand on the issue of gun control. Goodman said the information that will be mailed to voters statewide will help them make more informed choices when it's time to cast their votes.

The survey was reported to have a total of 19 questions related to gun safety issues and polled the state's six potential gubernatorial candidates, with two declining to respond. The simple mailer that will be sent out lists the name of each candidate and where they stood on the gun control issue based on the completion of CeaseFirePA's questionnaire.