Effects of an issue-based microtargeting campaign: A small-scale field experiment in a multi-party setting

Political microtargeting is the subject of heated societal debate but not much is known about its effects, especially in non-US contexts. Microtargeting, used by political actors to send citizens tailored messages, could have the potential to overcome barriers that make generic political messages less effective. In this article, we present a small-scale field experiment, which serves as a case study to illustrate how microtargeting’s effects on citizens could be measured. The field experiment showed that receiving a microtargeted message via postal mail increased likelihood to vote for the microtargeting party, but this increase did not translate into actual votes.