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Political direct mail marketing campaigns have been a popular way of getting out the vote for many years. The party primary season is set to kick into full gear early next year, and the various campaigns are already working on influencing the outcomes in early voting states including South Carolina, Iowa and New Hampshire.

While direct mail remains a cornerstone of these campaigns, political marketers are also turning to some newer interactive technologies to engage voters. They are seeing the value of digital media to complement traditional direct mail approaches, especially in reaching out to the next generation of voters. However, the fact remains that older people are more politically active and vote at a much higher rate, and they still remain more connected to direct mail and other forms of traditional media.