At the beginning of the year, the Postal Service released Mail Moments – a compilation of mail recipient statistics and insights.
USPS hired a research firm to survey customers and gather information “to understand mail behavior, overall mail habits, and bill payment activities.”
There’s a lot of great info to consider. I found some of it surprising.
Here are some highlights:
Baby Boomers spend the least amount of time “sorting and opening/reading their mail” compared to Millennials or Gen X – just 10.2 minutes. That’s nearly 4 minutes less than Millennials.
Boomers are key contributors to nonprofit causes. This stat underscores the importance of well-designed artwork on outer envelopes and easily skim-able letter copy. Their attention needs to be effectively caught – and once they’re reading a letter, they need to be efficiently appealed to because there may not be much time to do so.
The percentage of people who “pick up and sort their mail” as soon as possible fell from 86% in 2017 to 82% in 2018. Boomers especially saw a decline – falling from 86% to 80%.
For time sensitive campaigns, this suggests the window of opportunity to appeal to some donors could be smaller.
On the other hand, 86% of people – including 91% of Boomers – still collect their mail 4 or more times a week. And 68% of people – including 76% of Boomers – collect their mail every delivery day. Only about 5% of people collect their mail once a week or less.
This is good news as it means people tend not to let their mail sit in their mailboxes for very long – even though it appears they may not open it as quickly these days.