Political consultants love direct mail. It’s a perfect way to target your message. You buy an ad in the Chronicle, you have to pay to reach all of the readers — the ones outside of San Francisco, the ones who will never vote for your candidate anyway — and the ones who almost certainly won’t vote. With the Department of Elections database and a good computer, you can limit your mailings to people who vote regularly. You can mail only to Democrats, or you can mail only to women, or only to people in certain neighborhoods. “You want gay Lithuanians who are betwen 30 and 50 years old, voted in 4 of the last 5 local elections and live on the East side of town? I can give you that list,” one consultant told me a few years ago.
Direct mail not only ensures that your message goes to the people who matter — the actual voters — but it allows you to tell any population or demographic exactly what it wants to hear. A candidate for mayor may want to talk about liberal positions to voters in the Haight and more moderate stands to people West of Twin Peaks.
And unlike door hangers and hand-delivered pieces, things that arrive in the mail tend to get read. At least, they usually do.
Over the past few days, I’ve received about 30 mailers. Some people got even more. The stack has piled up so quickly that even someone like me, who loves all fo this stuff and pays close attention to all the messages, couldn’t get to it all. Most of my neighbors just chucked it all in the recycling.
When you have this many candidates, with this much money, and all of the independent expenditure groups, the mailers all start to look and sound the same. Nothing jumped out at me; nothing made me pay attention. There was just too much of it, total overload. So I fear that a lot of the money spent on mail this year wasn’t terribly effective.