How to Plan Your First Direct Mail Piece for a Virginia Campaign

What to include, when to send it, and how to avoid common mistakes

Direct mail is still one of the most effective tools in Virginia politics. It reaches early voters, older voters, and high turnout neighborhoods. If you are planning your first mail piece, this guide will walk you through what matters most.

1. Know the purpose of the piece before designing

Every direct mail piece has a job. It might be:

• introducing the candidate

• highlighting an issue

• responding to an opponent

• energizing early voters

• driving turnout

Pick one purpose and build the entire mailer around it.

2. Keep the design open and readable

Mailers that are crowded or text heavy are less effective. Use clean layouts, strong visuals, and clear headlines. Voters should grasp the message within three seconds of picking it up.

3. Use powerful photos that reflect your district

Campaign mail for Northern Virginia looks different from mail in Hampton Roads or Richmond. Your photos should feel like your community.

Make sure your images capture:

• people

• neighborhoods

• local spirit

• authenticity

Avoid generic stock photos if you can.

4. Make your main message impossible to miss

Use your message triangle and expand on your top issue. Keep the language simple, direct, and human. Voters should feel like you are talking to them, not at them.

5. Time your mail around early voting

In Virginia, early voting is long and active. Your first mail piece should land before or near the first weekend of early voting. Plan backward from that date to schedule your print and mail timeline.

If you print inside Virginia, you usually gain a few extra days of flexibility.

6. Avoid the common pitfalls

Most first time campaigns struggle with:

• designing too late

• missing early voting windows

• sending everything at once

• printing out of state and facing delays

• overstuffing the mailer with too much information

Clean and timely always beats long and complicated.

Closing Thought

Direct mail works when it is clear, timely, and authentic. Start early, keep the message simple, and give voters something that feels grounded in the community you want to serve.