Same Experts. New Name.
SeQuel Response and FM Engage are now Franklin Madison Direct. While our name has changed, everything else remains the same: our people, our process, and our passion for driving measurable results through direct marketing.
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Direct Mail Volume & Trends Report: Q4 2025
Early industry data shows direct marketers mailed more than 7 billion pieces in Q4 2025. This brings 2025’s total direct mail volume to 40.1 billion pieces.
This Quarter’s Direct Mail Volume & Trends
The credit card industry once again led Q4, accounting for just over 20% of total mail volume, driven by acquisition campaigns aimed at capturing new customers amid heightened competition. Mortgage & loan marketers followed at 15.5% of quarterly volume, steady demand for refinancing, debt consolidation, and home‑equity offers. Insurance comprised 14.2% of Q4 mailings, while consumer services and retail rounded out the top five at 13.8% and 13%.”
A closer examination of Q4 direct mail trends reveals that investment marketers increased their acquisition mailings by 19% compared to Q3, and total mailings by 5.8% YOY. Meanwhile, banking brands shifted away from upsell and cross-sell tactics and toward acquisition strategies (up 9% from Q3 2025). Travel and leisure mailings increased 8.7% from last quarter, signaling that marketers are competing aggressively for 2026 travel bookings.
“Q4 delivered a stronger finish to the year than we’ve seen recently, with several industries showing meaningful gains both quarter over quarter and year over year”, said Erik Koenig, GVP of Franklin Madison Direct. “Credit cards held the top spot with nearly $1.49B in mailings, and categories like mortgage and loan, insurance, and even consumer services all saw notable YOY lifts. Compared to the election‑heavy Q4 of 2024, the mailbox environment was far more stable, and marketers clearly used that clarity to re‑engage growth strategies heading into 2026.”
The infographic below shares additional information on Q4 2025 direct mail performance.
*Volume projections are based on a stratified sampling scheme that ensures a balanced calculation, representative of the US Census across different age groups, geographical locations, income levels, and home ownership status.
You can find more direct marketing resources and industry insights on our blog, including direct marketing in 2026 and our most recent direct mail report.
