Election 2010 Direct-Mail Analysis, Part 2

The targeting of Obama did not go unnoticed by the NAACP National Voter Fund, which sent out a last-minute, 8.5-inch-by-11-inch self-mailer with a photo of protesters with the caption: "OUR PRESIDENT IS UNDER ATTACK" (Who's Mailing What Archive code #608-171853-1010A).

A word about social media
For all of the attention social media get these days, it was very surprising to see how little any of it was promoted in campaigners' direct mail. Indeed, I was hard-pressed to find mailings that point prospects to anything more technologically involving than a simple website address. Meg Whitman, the GOP candidate for California governor, was one of the few exceptions. In her 48-page booklet (yes, 48 pages!), she included a bind-in postcard to cover most of the bases. She called on citizens to "help build A New California" by following her on the campaign website, Twitter, Flickr, YouTube, Facebook and Scribd, or to respond by text message (Who's Mailing What Archive code #608-718047-1004).