I read the Wapo article about the mailer and the had the guy, Chris Latimer that was in on developing this type of mailers some years ago. If done right, it can improve turnout about 2.5 percent. Sounds good. Latimer says this mailer turned it around the bend by going negative. He is adamant that he had nothing to do with this and does not work for the Cruz campaign.
So the Cruz campaign took an idea that does seem to work and twisted it into a bad parody and it is back-firing badly. Cruz already commented on the mailer by not apologizing saying they would use every tool possible. They can not back track now saying it was a glitch. Cruz owns this lock stock and barrel. Unfortunately his loss of voters will go to Trump and Rubio. Bad move on his part. Maybe 2024 for Ted.