More than $150 million. That’s how much campaigns, party committees and outside groups spent on political direct mail in the 2014 cycle—just through the end of August—according to a recent analysis by Politico.

At a time when data-driven digital advertising is the talk of the campaign world, candidates and campaigns are still spending heavily on political direct mail for one reason: It works. That’s exactly why so many campaigns avidly keep direct mail in their arsenal.

We know direct mail for political campaigns can be an expensive proposition. From the design to the printing to the postage, the cost of traditional direct mail can often be prohibitive for campaigns working within tight budgets. Even in larger campaign operations, where fundraising dollars are plentiful, budgets can soar when factoring in mailing lists, permits and the standard postage rates associated with traditional direct mail.

Now there’s a way to do it for a lot less through Every Door Direct Mail® or EDDM® for short. The U.S. Postal Service enacted this new program to make direct mail more affordable by eliminating the need for permits or mailing lists. And the postage is significantly reduced—50 percent less than standard rates.

It works by targeting neighborhoods via mail carrier routes using an EDDM® map tool. Mailing this way reaches every active door in the routes selected.

Campaigns look to more cost-effective direct mail options