How Often Should You Send Flyers During an Election?
In politics, consistency matters more than perfection. Flyers are one of the most effective tools for voter outreach, but how often should you be sending them to maximize voter engagement without overwhelming your audience? Striking the right balance can be the difference between election success and being overlooked.
This blog explains how frequently you should distribute flyers during an election campaign, highlighting the power of repetition, strategic spacing, and why more isn’t always better—but consistency is key.
Why Frequency Matters in Flyer Campaigns
Before diving into specific frequency strategies, let’s clarify why frequency matters at all.
In marketing psychology, the Rule of Seven explains that people typically need to see a message seven times before taking action. In election campaigns, the principle is similar—voters need repeated exposures to a candidate’s name and message before they feel comfortable enough to commit their vote.
Repeated exposure to your flyer campaign helps voters:
Recognize your name and face
Remember your key messages
Develop trust in your candidacy
Too few flyers, and you’ll fade into the background. Too many, and you risk irritating voters. Striking the right frequency ensures your campaign stays fresh, relevant, and engaging without overdoing it.
The Risks of Too Few Flyers
A single flyer distribution isn't enough to secure voters' attention. In fact, infrequent flyer drops can lead voters to believe you're disengaged or not committed to the campaign.
Research has shown that candidates who send only one flyer throughout the election cycle struggle with voter recall, resulting in lower overall voter turnout and reduced voter trust.
When voters hear little from a candidate, they assume one of two things:
The candidate isn't serious about running.
The candidate is out of touch with local needs.
Neither of these assumptions benefits your campaign. That's why multiple, strategic flyer drops are essential.
The Risks of Sending Flyers Too Often
On the other hand, flooding voters with too many flyers can backfire. Voters who feel overwhelmed by continuous mail may start tuning out—or worse, get annoyed enough to cast a vote against your campaign out of irritation.
Signs you're sending too many flyers include:
Voters complaining about excessive mail.
Declining engagement or responses over time.
Reduced effectiveness with each subsequent flyer.
The key is balance—enough frequency to maintain awareness without overwhelming voters.
Optimal Frequency: The Goldilocks Zone
Finding the “just right” frequency means staying consistently present without being intrusive. Data from successful Canadian political campaigns consistently highlights that sending between 3 and 5 flyer drops per campaign achieves optimal voter recall and engagement.
Here's how a typical flyer frequency schedule might look during a campaign:
Initial Awareness Flyer (6-8 Weeks Before Election):
Introduce your candidacy, platform, and vision.Reminder Flyer (3-4 Weeks Before Election):
Reinforce your key message, introduce critical endorsements, or highlight key local issues.Urgency Flyer (7-10 Days Before Election):
Remind voters how, when, and where to vote. Stress the importance and immediacy of their vote.Optional Final Push (48-72 Hours Before Election):
Only for very tight races or to mobilize turnout. This flyer should be extremely concise and action-oriented.
With this schedule, you're frequent enough to remain top-of-mind, but spaced out enough to avoid voter fatigue.
The Science Behind Strategic Spacing
Spacing out flyer distributions over weeks rather than days leverages psychological concepts known as the "Spacing Effect." Simply put, repeated exposure over intervals leads to better long-term memory recall than one-off exposure.
Strategic spacing between flyer drops helps voters:
Absorb and retain information: Providing ample time between flyers lets your message sink in deeply, becoming part of voters' decision-making process.
Build trust through familiarity: Voters become familiar with your face, message, and campaign style, increasing trust through repetition.
A strategic gap of about 2–3 weeks between flyers is typically optimal to maximize these psychological benefits without losing momentum.
Leveraging Frequency to Create Momentum
The right flyer frequency can create a sense of momentum. As election day approaches, gradually increasing frequency can enhance urgency and voter excitement.
For instance, you could start slow, with longer intervals early in the campaign, then gradually decrease intervals between flyers as voting day approaches:
Early campaign: Flyers every 3–4 weeks to establish your brand.
Mid-campaign: Increase to every 2 weeks to maintain voter interest.
Late campaign: Send flyers weekly or bi-weekly leading up to election day to drive home urgency.
This increasing tempo creates a psychological momentum toward election day, driving voter participation when it counts most.
Customizing Frequency by Voter Segment
Not all voter groups respond the same way. You can adjust flyer frequency depending on the voter segment:
Supporters: These voters benefit from frequent reminders—typically at least 3–5 flyers per campaign. They appreciate frequent engagement and are more likely to turn out if regularly reminded.
Undecided Voters: They might respond best to moderate frequency (2–3 flyers). Your goal is to provide enough exposure without irritation.
Opposition-leaning Voters: Fewer flyer drops (1–2 maximum). Your flyers here should be tactical and strategic rather than frequent.
Adjusting frequency based on voter segments maximizes impact and avoids wasted resources.
Measuring the Effectiveness of Your Flyer Frequency
Your flyer campaign should be measurable. Track the effectiveness of different frequencies by:
Using unique URLs or QR codes on each flyer batch.
Monitoring changes in website traffic, inquiries, or campaign donations after flyer drops.
Analyzing voter turnout patterns after each flyer wave.
By tracking response data, you gain invaluable insights into how your chosen frequency impacts voter engagement. Use this data to refine and optimize future flyer campaigns.
Real-World Example: Consistent Frequency Drives Victory
In a recent Ontario municipal election, a candidate who maintained a consistent, strategic flyer frequency significantly outperformed a competitor who relied on a single, large-scale flyer drop.
Despite both candidates distributing roughly the same total number of flyers, the candidate with spaced, repeated distributions had higher voter recall and ultimately won the election by a wide margin. Exit polls indicated voters remembered receiving multiple communications, while voters struggled to recall the single drop from the opposing candidate.
The takeaway? Frequent, spaced flyer distributions dramatically outperform single mass mailings.
Frequency Isn't Wasteful—It's Strategic
It’s a common misconception that sending multiple flyers is wasteful. But in reality, frequency is critical for successful political outreach. A one-and-done approach is ineffective, whereas strategic repetition builds familiarity, trust, and voter turnout.
Think of each flyer drop as an investment in voter awareness and engagement. By spacing your flyers thoughtfully, you build a powerful, lasting presence that translates directly into votes.
Conclusion: Finding Your Frequency Sweet Spot
Flyer frequency isn’t guesswork—it’s a strategic decision that directly impacts voter turnout and campaign success. Too few flyers, and voters forget you. Too many, and you risk irritation and backlash. But with strategic spacing and consistent frequency, flyers become your strongest voter engagement tool.
Plan your frequency carefully, track results, and refine your strategy based on real voter responses. With the right flyer frequency, your campaign’s visibility—and votes—will soar.
Ready to optimize your flyer frequency and win your election?
Contact Flyer Canada to create your tailored flyer strategy today.
