The Midwest is the nation’s “breadbasket.” New England has its Patriots. Appalachia loves its bluegrass music. And it never rains in Southern California. We all associate certain things with different regions of the country. Now, it seems, one of those things is mail volume.
The decline in mail volume may be more nuanced than some realized, data in our new white paper suggests. Take the drop in First-Class Mail (FCM), for instance. The math clearly shows that from fiscal years 1995 to 2013, FCM single-piece volume fell by a total 61 percent nationally. But a close look into the geographic details reveals the rate of FCM decline varies widely by location. So widely, in fact, that the U.S. Postal Service should keep it in mind as it right-sizes its network and considers new products and services.
Everything’s bigger in Texas, right? In Dallas, the percent of FCM volume lost was far greater than 61 percent, while in other areas – like Charleston, WV – it was close to zero. Moreover, the rate of decline is slowing or has even stopped in many of the areas that have lost the most mail volume. The details are all in Declines in U.S. Postal Service Mail Volume Vary Widely Across the United States.
We know from the most recent Postal Service Household Diary Study that college graduates consistently send about twice as much mail as people without high school diplomas, and mail use in general increases substantially with income and age. However, the rates of mail decline are very similar across these demographic groups. We’ll need to look elsewhere for a good explanation of why mail use varies so much by region.
As the Postal Service continues to adjust its network and its strategy for the future, it must be mindful that the needs of its customers vary at least as widely as these differences in mail volumes. Simply put, there is no average or typical postal customer. Strategic planning designed around average mail volume data will inevitably result in inefficient solutions. The Postal Service would therefore do well to try gaining a better understanding of why these varying rates of FCM decline are occurring.
Tell us your thoughts: Why do you think mail volume declines vary by region? Do you see an opportunity to launch “regional” strategies of any kind?