Mail Volume Is Not Eroding, Pitney Bowes Study Finds

Share this article:
WASHINGTON--Despite a pessimistic view that mail volume is eroding because of e-mail and other electronic substitutes, some mail categories have increased while other volumes are generally flat.


These results are from the Pitney Bowes study "Electronic Substitution for Mail: Models and Results; Myth and Reality." Michael Reynolds, director of strategy at Pitney Bowes, discussed the study at the quarterly Mailers' Technical Advisory Committee meeting yesterday.


Findings included:


· People with Internet access are much more likely to receive mail.


· Broadband is not affecting mail volumes.


· Compared with the First-Class mail slowdown, bills and statements are growing strongly in key industries such as banking, insurance and telecommunications.


· Consumers in technology-intensive countries still prefer to receive letter invoices but prefer to pay online.


· Business-to-household mail is still growing slowly, and business-to-business mail has begun to decline.


· Worksharing discounts have led to an increase in total mail volume, but at the expense of single-piece business mail.


· Consumers still prefer mail and paper for a range of documents, such as financial documents and new product announcements.


· The long predicted "generational effect" has not materialized. All generations step up their mail usage as they age.


In general, Reynolds said "substitution has already happened for simple transactions where there is a direct substitute. [But] substitution is evolving more gradually for other transactions, and the long-term effects of substitution are still ill-understood for many mailed transactions."


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in News

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Hawk Search Widens its Global Reach

Hawk Search Widens its Global Reach

Hawk Search's solution offers support for more than twice as many languages as other site search providers, according to the company.

Candidates Offer Change In The Form of Targeting

Candidates Offer Change In The Form of Targeting

A campaign for Ben Carson raised $2.8 million despite his lack of cooperation.

Target Names Retail Veteran Brian Cornell as CEO

Target Names Retail Veteran Brian Cornell as CEO

He leaves the top job at PepsiCo Foods to take the spot vacated by Greg Steinhafel in the aftermath of the data breach.