When you get home, do pick up your mail and scan the envelopes as you walk back to your front door? Has your spouse already picked it up from your Post Office and left it on the counter for you to review when you have time? Do you look forward to reviewing your mail or see it as a hassle?
We all review our mail differently. How you review it speaks to your level of engagement with and attachment to your mail.
The United States Postal Service recently compiled data on how we review, segment, and react to our mail. According to the USPS, 86% of households take the time to look through their mail and 81% have said that receiving a handwritten letter is valuable to them. Many households also reported that they value the privacy, reliability, and security of mail.
Of note to businesses: 73% of households advise companies who are looking to do business with them to use mail!
47% of consumers indicate that they enjoy discovering what’s in their mail, finding the time it takes to go through it to be valuable. Not everyone feels attached to his or her mail though, and it depends on what time of engagement level one has while going through it to determine that.
For instance, “sorters” categorize their mail, filing the most important pieces for later use, according to Inno Media. These consumers have a strong attachment to mail. On the other hand, “scanners” have a lower attachment to mail, simply discarding pieces without reading them. “Skimmers” only pay attention to the extremely important mail pieces and feel no attachment to their mail.
Which group is the largest? Scanners. They make up 53% of the population with sorters in a close second at 39%.
Typically, households aren’t waiting long to pick up their mail. 86% pick it up at their first opportunity to do so. It then takes 8.4 minutes on average to sort their mail—Millennials take 9.2 minutes on average!
Overall, the USPS reports high satisfaction with postal service and mail interaction, across multiple generations.
So, what kind of mail sorter are you?