Before the digital age, mail was a cornerstone of business and customer interaction. With letters, brochures, postcards, and catalogs, businesses relied heavily on postal mail to share important information. When many subscribers to Mailing Systems Technology began their working lives, business was primarily conducted in person, over the phone, or through the mail. The landscape has shifted dramatically, but we don't always seem to acknowledge the obvious. Mail has a new role, and it often should not be the first (or only) choice.

That realization may be hard to accept for those who have spent decades working with printed and mailed communications–me included. We know the power of mail and we've seen what it can do. Many readers of this column played important roles in their company's strategies for business communication via the mail. We're personally invested in an industry where all the indicators are pointed down, according to a recent USPS Office of Inspector General’s report:

· From 2008 to 2023, there was a 52% decline in transactional mail sent and received by households. ¹

· Marketing Mail volume dropped by 40% between 2008 and 2023, from 99 billion pieces to 59 billion pieces. ¹

· The volume of Periodicals experienced a dramatic 65% decrease in the same period, falling from 8.6 billion pieces to 3.0 billion pieces. ¹

· First-Class Mail volume peaked in 2001 at 103.65 billion pieces, but by 2020 it had fallen to less than half its former dominance at 46 billion pieces. ²

Though the decline of mail's impact on everyday business is severe, the decline has taken time. If you've been working in the mailing industry for a long time, you're probably used to fielding questions from friends and relatives about when mail will be completely dead. I vividly remember acquaintances expressing sympathy for me when they learned what I did for a living. That was 20 years ago!

The mail isn't going away tomorrow. But, as much as it hurts to admit it, I don't see a scenario where the drop in mail volumes does not continue. I certainly would not expect the peak mail volumes to be recovered.

So, where does that leave us? We, who have invested decades of our lives in printed and mailed documents? It's worth thinking about.

Career Strategies for Mail Professionals

If the past is any indicator, further erosion in how organizations use postal mail for communication in the US will be slow. One career strategy might be to ride it out and then retire. For older workers, making the best of things as they gradually change could be an option.

Beware, however, of disruptive events that could accelerate the decline of mail's significance. Another pandemic, a military conflict, or economic issues could push mailers to eliminate big chunks of work from the mailing community in a hurry. USPS issues like insufficient funding, layoffs, or large postage rate hikes could also encourage mailers to further abandon their postal mail strategies. Conditions way out of your control could drive volume out of the system faster than you expect.

Career Survival

The self-preservation actions of any person working in the mailing industry will be highly personal. Everyone's situation is unique and depends on many business and personal variables. I am not suggesting we all jump ship and find work in other industries. If you've read this column before, you know that I regularly encourage mail professionals to modernize their approaches and make mail better. That's still good advice. Today's technology and access to data enables us to produce mail that matches the needs and expectations of the businesses and other organizations we serve.

However, ignoring the trends or hoping for a turnaround while doing nothing for yourself is also not a great idea. You can still work in the industry you love while simultaneously preparing for the future. Here are some strategies you might consider:

· Broaden your skill set: Focus on acquiring skills that are transferable to related areas like logistics, e-commerce, or digital marketing. Companies are not looking to mail more; they are looking for the results that mail can help provide. Be ready to discuss the big picture.

· Stay tech-savvy: Jump into the world of AI and automation technologies used in the postal sector to maintain relevance. You can gain a huge amount of knowledge for free on the internet. Just be sure to understand the source so you can recognize bias and sales pitches.

· Pivot to parcels: With the rise of e-commerce, explore opportunities that focus on package handling and delivery services and less on letter mail. Subscribe to PARCEL for access to important information from the industry's experts.

· Dig into data: As the industry leans more on data, learning to analyze mail trends and customer behaviors becomes an asset. Become well-versed in how to use data to determine the targets for postal mail, personalize the communications, and integrate intelligently with social and other electronic channels.

· Master digital channels: Enhance your expertise in digital marketing and electronic communication to complement your traditional mail skills. Apply what you know about deliverability, A/B testing, and quality control to a new medium.

· Prioritize customer experience: Hone skills in elevating customer service and enriching the mailing experience for both businesses and consumers–your clients and your clients' customers. Explore new areas for transparency, integration, and communication.

· Go green: As the industry evolves, understanding eco-friendly practices and sustainable mailing options becomes key. Show clients how you can help them achieve their environmental goals without switching to a digital-only strategy.

· Retrain: Seek retraining or educational opportunities in emerging areas within the communication sector. Many free or low-cost educational outlets exist online and don't require you to enroll as a full-time student.

· Keep up with new services: Be on the lookout for new services introduced by companies in the mailing industry and position yourself to be part of these innovations. Attend webinars, trade shows, and vendor open houses for exposure to the latest information.

· Network and learn: Foster connections within the industry and stay informed on current trends to spot new opportunities. Make your presence known on LinkedIn by connecting with other mailing industry individuals (like me) as well as experts in related fields.

Changes to the mailing industry started some time ago and they will continue. Will mail ever go away? I don't think so. But it should surprise no one that the demand for decades-old services and skills is going to diminish. Adapt to the changing landscape and gain new skills, while continuing to make mail a critical (but probably smaller) portion of your client's customer communication strategies. With this approach, professionals in the mailing industry can position themselves for continued success despite the declining mail volumes.

1. USPS OIG Analysis of Historical Mail Trends 2024

2. Wikipedia: United States Postal Service

Mike Porter at Print/Mail Consultants creates content that helps attract and retain customers for companies in the document industry and assists companies as they integrate new technology. Learn more about his services at www.pmccontentservices.com. Follow @PMCmike on X, or send him a connection request on LinkedIn.