Leaflet advertising is a great way to share your political party’s work both locally and nationally. It is also a proven way to boost voters within your constituencies, but there can be a lot of rules, regulations, and best practices to follow when using political campaign leaflets. We have gathered some of the key questions surrounding political leaflet advertising and provided some essential answers to aid in your next political leaflet campaign.
Are political leaflets considered junk mail?
Leaflet advertising, also known as Doordrop Media, has been used extensively by political parties, local MPs, and the public sector for many decades. Although leaflet advertising has been seen as junk mail by a small percentage of the population, studies show that the media is widely regarded as a reliable source of information when it comes to political communications.
A recent study by Royal Mail looked at what types of media assisted decision making during the 2017 and 2019 elections. The study showed leaflet advertising, or “doordrops”, as the 2nd most memorable channel with over 50% of those surveyed recalling seeing the media. That was next only to television advertising.
Do people trust political leaflets?
The aforementioned study lists some of the key reasons as to why political leaflets and printed advertising are trusted, and why it is a preferred communication method. Some of the main responses were:
- A welcome break to their daily routine
- More memorable
- More tangible and permanent
- Invites physical interaction
- Less mentally taxing and less physically tiring on the eyes
- Provokes a greater emotive response
- Less intimidating
- Feel ownership of print-based content
What are the rules surrounding political leaflet advertising?
As with any form of advertising, there are certain rules around political leaflets. The vast majority of these rules can be found in the ICO’s guide to political campaigning.
Here at Leafletdrop, we support all businesses of all sectors and would never pretend to be experts on the legislation surrounding the rules of political campaigning. We are, however, experts in leaflet advertising and understand that with any advertising campaigns, there are a lot of rules surrounding GDPR and personal data.
The great news is that political leaflet advertising is completely GDPR compliant as you do not need any personal data whatsoever. We use a combination of data sources to target homes more likely to respond and engage with your political material, without using names, full addresses, or any other personal information.
How do I get my message across?
Whilst we can pretty much guarantee your leaflets will be delivered to your target homes, what we can’t do is guarantee your leaflets will be read. We can provide some best-practice tips to help make sure your political leaflets stand out on the doormat:
- It is all about design!
It is of course important that your political campaign leaflets contain all the crucial information and messages you are trying to get across. It is even more important that they are actually read! You only get 3 seconds on average to capture a reader’s attention, so ensuring your leaflet looks great and reads well is essential.
- Build trust
One of the best ways to build trust with leaflet advertising is to make the reader’s experience memorable. A leaflet with a wall of text telling them what you are going to do for their local community may not be as memorable as a picture of you, your name, and your key messages.
- Drive online
Leaflets are proven to drive readers onto the web. Don’t try to overload your political leaflets with too much information. Focus on some key points then use an online landing page, QR codes, or short URLs to drive the reader online to register their interest and find out more. Using links on your political flyers is also a great way to track their performance.