Why Your Rural Mail Might Be In Someone's Truck (Still)
The United States Post Office delivered 154.2 billion pieces of mail in 2015. That is over 47% of the entire world’s mail volume. Yet, each of us can talk about the mailers we don’t get every day and your players let you know when their offer mailers are late or missing, don’t they?
Recently, we were talking to a representative of a tribal property in New Mexico, when she commented that mail service to some of their very rural customers was often slow and the delay affected the player’s ability to participate in promotions or redeem offers. Given the timetables they operated within, it seemed reasonable that those players should be receiving their mail with plenty of time to react to the offers. So, what’s the deal? Why do some areas deliver so much slower than others?
Well, with 154.2 billion pieces of mail flying around each year, there are likely just as many reasons why a single piece of mail may be slow in reaching its delivery point. I am certain that there are many rural properties out there, both tribal and commercial, that are affected in the same way. So, let’s talk about what we can do as mailers to help ourselves out in the face of such issues.