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: Q2 2025
Following a strong first quarter, direct marketers mailed 6.2 billion pieces in Q2 2025 – bringing 2025’s total direct mail volume to 13.5 billion pieces. While direct mail volume is trailing 2024’s second quarter by 15.7%, this gap is primarily in the automotive and non-profit sectors, where tariffs, interest rates, and inflation continue to challenge growth.
This Quarter’s Direct Mail Volume & Trends
The credit card industry was Q2’s top mailer, accounting for 20% of total volume. According to Competiscan, the credit card market experienced notable expansion in the spring and summer of 2025 due to the launch of several new and revised products. Consumer services followed closely with 18.1% of Q2 mailings, and mortgage & loan made up 14.4%. Banking rounded out the top mailers at 14.3% of this quarter’s total volume.
A closer examination of Q2 direct mail trends shows continued momentum for envelope packages, which were used by 69% of all mailers this quarter. The URL/website response type also gained ground, rising 7% from Q1 as marketers leaned further into digital engagement. This quarter also shows a surge in banking campaigns, with volume up nearly 20% from last quarter, fueled by strong acquisition campaigns.
“Direct mail volumes in the first half of 2025 held steady, down just 1% compared to 2024. But we’re seeing a clear divergence across sectors,” says Patrick Carroll, Director of Strategy at Franklin Madison Direct. “Financial categories like banking, credit cards, and consumer services are driving growth, while industries tied to discretionary spending like automotive, retail, and travel are pulling back significantly. The flat performance in mortgage and insurance suggests a wait-and-see mindset, while the broader slowdown in non-profit and retail points to persistent concerns around tariffs and inflation.”
The infographic below shares additional information on Q2 2025 direct mail performance. You can find more direct marketing resources and industry insights on our blog, including 40 direct mail statistics and our most recent direct mail report.
* Data provided by Competiscan, August 2025. 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.
