An Unlikely Survivor in the Digital Age: Political Direct Mail

A survey by Democratic pollster Mark Mellman in 1995 predicted mailers were on track for a slow death, but the firm reversed its forecast in 2008 after more than a decade of continued effectiveness.

Although it isn’t growing rapidly like digital, mail remains an indispensable tool for many campaigns.

“Direct mail works. I’ve been doing this for 32 years. People keep saying ‘Mail is going to die. It’s a dinosaur,’” said Walter Lukens, founder of The Lukens Co., whose clients include Senate Minority Leader Mitch McConnell and Tennessee GOP Sen. Lamar Alexander.