Vote by Mail Test with SEIU

ABOUT THIS RESEARCH

In partnership with SEIU, we conducted a robust vote by mail message test to Latinx voters across Florida - excluding Cubans - leading into the August primary. This test consisted of multivariate ads in Florida including one of two messages, with and without a messenger, and tested in both English and Spanish. The ads were targeted to an audience of Latinx people who had not voted early or requested a ballot. We drove the audience to the floridawill.vote landing page where they filled out their contact information and were then directed to their county site to register to vote by mail. The campaign ran exclusively on Facebook and Instagram and was one of the largest VBM tests in Florida this cycle. 

Topline results include:

• Voters aged 65+ were more likely to register for VBM than voters in the 18-35 age bracket. They were also more likely to return their ballot. 
• Of the leads generated, however, young voters ultimately requested ballots at much higher rates than older voters 
• For English-speakers, ads featuring a messenger outperformed those without.
• For Spanish-speakers, ads without a messenger outperformed those with.
• Spanish ads had much cheaper CPAs than English ads, but the ballot request rate for users that clicked through from Spanish ads was almost half the rate compared to English ads. We suspect this likely has to do with bad digital infrastructure in FL and the user experience for Spanish-dominant users while requesting their ballot.
• A non-Trump, process-based message drove a better conversion rate among women or those who did not have a gender identified. 
• Trump messaging drove higher conversion among men.

For more information about this test, please check out the full report! 

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