Looking at the indicia in the upper right corner, I see that the mailer was produced and mailed by SPI. That would be the company specializing in political direct mailers that produced this. It’s been used before, so it’s a program that’s marketed, that has had some success. When subjected to widespread scrutiny, it does seem invasive to attempt to embarrass non-voters into voting, however it is information in the public domain. I’ll go out on a limb and say that the uproar against the Cruz campaign for using this prepackaged direct mail campaign is motivated by an opponent, most likely Rubio. Should the Cruz campaign have known that this would be very controversial with Republicans and conservatives? I’d say yes. However, it’s not quite the issue that it’s been made out to be. Just imho as a person with experience in direct marketing, of course.
Cruz’s campaign confirmed sending it.