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Permanent VBM mailer

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28 states have some kind of permanent vote by mail (VBM) list that makes it easier to vote by mail. 

On a permanent ballot list, voters automatically receive ballots in the mail without having to request them for each election. The mailer in these states might include a checkbox saying that the voter wants to remain on the list, form fields for updating their information, and a signature space.

On a permanent application list, voters automatically receive mail ballot request forms. The mailer in these states will likely include a notice and a mail ballot application form. 

While each state manages and maintains these lists under different rules, in every case, they make it easy for voters to vote by mail.

We designed 3 templates for the different ways of administering permanent vote by mail:

Key elements of Voter Response Mail

1. The header
   Put your office logo and contact info at the top of the letter so voters recognize that this is official mail.
2. The reason
   Tell the voter why they’re receiving this mailer.
3. The call to action
   List out the response options and deadline. Bold the deadline so it’s impossible to miss, then give every available path to complete the necessary action. In our template, we’ve included online and mail options.
4. The form
   If the voter’s signature is required to receive their ballot or remain on the list, make this clear by using a prominent signature block. If the signature is only necessary to be removed from the list, a simpler signature area is better so voters do not accidentally remove themselves from the list.

How to write an effective permanent VBM mailer

Help voters understand the list from the start

Key question: Do voters know what to expect when they sign up to be on the list?

In every state, voters must opt into the permanent VBM list. This means that when they requested a mail ballot, they decided that mail voting was a more convenient option for them. Because the application was most likely the first time the voter had heard of the list, how it was described there will set their expectations for what it means to be on it.

• If the list was described as “permanent”, the voter might expect that they’ll stay on the list forever. 
• If the list was described as “annual”, they might expect to receive something in the mail each year.

You don’t have to rename your technical term for the process. But, you should be intentional when you explain the list to voters before they apply, when they apply, and when you contact them about it later on (including with this mailer).

Tell voters why they’re receiving the mailer

It is important that voters understand why they are receiving the mailer, what it means, and what actions they must take.

Does your office send out the mailer based on the calendar? 

Maybe you send out the mailer at the beginning of every year. Or do you send it out before every election? Tell voters why they are receiving this mailing now. This also helps set their  expectations for the future

Does your office send out the mailer because the voter hasn’t voted in the past few elections? 

If the voter is receiving this mailer because of their inaction, the notice should clearly explain that and outline how to maintain their voting status.

Make sure voters understand the consequences of what they do (or don’t do) with the mailer

What you say and how you say it will guide the voter toward the outcome they want. The tone should match the consequence of what the voter does or doesn’t do with the mailer.

If your state requires the voter’s response to continue voting by mail, what happens if they ignore the mailer? They’ll be removed from the list and they won’t receive ballots in the mail anymore

For these lists, the tone should be urgent and focused. The notice should have a single purpose and it should be immediately obvious to the voter that to continue voting by mail, they must respond. Don’t add any additional information that might distract the voter from the main message. 

• Example: There’s an issue with your permanent absentee status. To continue voting by mail, we need your response.

If your state just sends voters a reminder mailer, what happens if they ignore it? Nothing. 

The tone of these mailers can be more relaxed and informative. The notice can even serve additional purposes—remind the voter when they can expect their mail ballot, collect updates to voter information, and provide an opportunity to be removed from the list. 

• Example: Get ready to vote by mail! Make sure your information is up-to-date.

Use the envelope to preview what’s inside

Consider including a “teaser” message on the outside of the envelope. In most cases, you can repeat the main points of the mailer inside. 

Use our envelope templates to get started.

For urgent mailers where the voter’s response is required, use language that quickly describes the problem and explains how to fix it.

For reminder mailers, focus the message on providing information to the voter and collecting updates if any of their information has changed.

Don’t make the voter do anything extra

Does the voter encounter the path of least resistance to voting by mail? 

If your mailer requires the voter’s response, it’s especially important to cut out anything that distracts the voter from responding. If you can accomplish this with a single check box, resist the temptation to make the voter write additional information like their name or address, which is already on the mailer and introduces an unnecessary opportunity for error.

Voters in states that require reapplication must generally complete the full application to continue voting by mail. Instead, it might be possible for a checkbox to serve as a full application, like in the example above. 

How much information does your office really need to take action? 

Consider how much information you need to collect from the voter to process their reapplication. You might already have that information in your database. Do you need to ask for it again? 

Tell us what you think

This year, we’re working to share tools that you can use immediately to make more effective voter-facing materials.

Need help picking the template that works best for you? 

Email us! 

We’re building this toolkit in the open and want your input:

• Do you have feedback on this template?
• Can we help you problem-solve how to design for your permanent vote by mail process? 
• Do you have data on how many people successfully use your existing cure process? What have you seen work well or not work well? 

We’d love to hear from you. Email us at hello@civicdesign.org