Mayoral Campaigns Shift Tactics: Digital Dominates as Mailers Decline in 2025 Races

As the November 4, 2025, general election approaches, observations from voters suggest a changing landscape in political campaign outreach, with traditional mailers from mayoral candidates becoming less prevalent. One voter, identified as Jean, recently noted on social media, > "I haven't received a single mailer from any of the mayoral candidates. Just a couple on the ballot proposals and an IE on behalf of my local councilmember. Is it like this for everyone else?" This sentiment reflects a broader trend where campaigns are increasingly diversifying their communication strategies.

The 2025 New York City mayoral election, featuring Democratic nominee Zohran Mamdani, independent Andrew Cuomo, and Republican Curtis Sliwa, exemplifies this shift. Mamdani's campaign, in particular, has heavily leveraged social media and an extensive volunteer network, with reports indicating 52,000 volunteers knocking on 1.6 million doors and making 2.1 million phone calls during the primary. This contrasts with more traditional methods, though Mamdani's team did face a "deluge of mailers" from opponents during the primary, according to a WABC-TV report.

While some campaigns, especially those with significant financial backing, continue to utilize direct mail for targeted messaging, the overall trend points towards digital platforms. Experts suggest that while direct mail remains effective for reaching older demographics and for specific persuasion efforts, its cost-effectiveness and reach are often surpassed by digital advertising. Digital ad impressions can be significantly less expensive and offer guaranteed delivery to online audiences who spend hours daily consuming digital media.

Independent Expenditures (IEs), like the one Jean noted for a local councilmember, represent another facet of modern campaigning. These are political spending efforts made by groups or individuals that are not coordinated with any candidate's campaign. In the NYC mayoral race, Super PACs supporting Andrew Cuomo and opposing Zohran Mamdani have raised over $40 million, with a significant portion coming from billionaires. These groups, such as "Fix the City," have reportedly used mailers and other advertising to influence the election, highlighting the role of outside spending in shaping voter perception.

The evolving campaign strategies underscore a dynamic environment where candidates and their supporters are adapting to reach voters through various channels. While the tangibility of a mailer can still create a personal connection, the agility, cost-efficiency, and broad reach of digital campaigns and the influence of independent expenditures are increasingly defining how political messages are delivered.