Romney campaign relies heavily on direct mail
Presidential candidate Mitt Romney may have a Facebook account with 4 million "likes," but his campaign doesn't focus on social media or email marketing as much as President Barack Obama's. In fact, Romney's crew seems to prefer TV ads, yard signs and direct mail.
Although some people criticized John McCain's "disastrous digital campaign" in 2008 and attribute his presidential loss to the fact he preferred direct mail efforts to email marketing, Romney has a different approach. His campaign may focus heavily on direct mail letters asking voters for their support or donations, but mailers are combined with an online media presence for voters who may prefer technology.
President Obama had a stronger social and email presence in the 2008 election against McCain and again in 2012 against Romney, though the Wall Street Journal reports that Obama outspends Romney in campaign advertising by almost double.
Voters can expect more direct mail election materials later in the year, as both parties' efforts are likely to increase nearer to the election. Businesses and agencies that have direct mail campaigns planned may want to add "Or current resident" to the recipients' addresses in addition to using address validation software to send mail with fewer errors and addressing mistakes.