junk mail vs. relevant mail
Many political consultants don't understand the unique opportunity only mail can provide. TV, radio and newspaper advertising can be targeted, but only to a degree. Mail can and should be micro-targeted. It's not enough that the mail be creative, compelling, and on-message. It must also be in the right hands. When mail is relevant to your target voter, it's not junk.

Well crafted direct mail will:

• Pinpoint unique voter groups with messages specific to them.
  
  
• Build personal rapport between the voter and the candidate, dramatically increasing the effectiveness of the campaign’s field program.
  
  
• Maximize the campaign's field program by providing strong third-party validation from someone the voter relates to.
  
  
• Provide documentation for your TV spots, greatly increasing their effectiveness.
  
  
• Touch voters’ hearts.