I revisited some of the research I did around the last General Election (see article or book), one clear finding related to recall of leaflets received and why. No direct marketing strategist will be surprised by this but voters in marginal constituencies remember leaflets that talk about local issues that are of direct relevance to the receiver and appear to have the personal touch (from candidate to voter). The remembered receiving the party focused stuff but did not remember the content at all unless they thought that was a key priority for the next government. In Dorset MRSA and immigration seemed to have little or no resonance whatsoever.
So what? Well perhaps this is the problem with most political communication, it is produced for the mass media, lacks the human touch and is perceived to have no relevance to the receiver, often because they assume if it is from a politician it will be irrelevant. The problem here is that no parties or governments can afford the personalised literature that most marketers use, so the great solution appears as far away as ever!