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August 27, 2015
The Economy and Your
Business
How to Keep Mailing
in a Tough Market
Hoo Boy. It's been a rough couple of weeks for
the stock market. How does that translate to your business? Well, just like
with your investments, it is more important than ever to diversify – and to
make sure the investments you have are secure.
When I look at
Standard Mail volumes over the years I see something of a bad news/good news view:
The bad news is a slow steady decline in most years from a peak of over 103
billion pieces in 2007 to a comparatively grim 80.3 billion in 2014. Volume
took a stomach-churning 20% drop from 2007 to 2009, but has resumed its gentle
descent in the years since. Certainly the Great Recession of 2008 and 2009 was
about more than a lousy stock market, but still, it's hard not to be nervous
looking at the year ahead.
So where's the good news in all of this? Well,
80.3 Billion is still a lot of pieces of mail! Even with an accelerated
decline whereas the pie may be shrinking, there is still a lot of pie. The
important thing is to make sure you differentiate and diversify. If you have
nothing in your bag of tricks but print and mail you are likely to be forced to
compete in a commodity market – prices can certainly be driven lower in
these markets.
It is now more important than ever to strengthen
your mail offering and offer new channels
to your clients.
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