Direct Mail Volume & Trends Report: Q1 2025

Early industry data from Competiscan shows marketers mailed more than 6.4 billion pieces in the first quarter of 2025. Total quarterly volume is down just slightly from Q4 2024, while YOY volume is down 7.1%.

This Quarter’s Direct Mail Volume & Trends

The insurance industry replaced credit cards as this quarter’s top mailer, accounting for 16.3% of all volume. Despite holding the #1 spot, insurance saw a 9.2% YOY decline, suggesting a slight scale back after open enrollment. The credit card industry followed closely at 16.1% and experienced the highest yearly increase of 14.7%. Mortgage and loan mail held steady in third place, contributing 14.4% of total volume. Retail remained the fourth-largest mailer at 14%, likely fueled by promotions tied to resolutions, seasonal clearance, or early spring sales. Consumer services rounded out the top five at 11.7%, though the sector experienced the sharpest decline among leading industries (33%).

A closer examination of direct mail trends shows that toll-free numbers as a response mechanism declined 11% year-over-year, reinforcing the move toward digital interactions. Banking mailings also saw a nearly 25% increase from Q4, as banks promoted upgraded checking products, merchant service bundles, and premium-tier incentives to grow both consumer and small business segments. Meanwhile, meal kit brands ramped up significantly, with a 57% increase in mailings from Q4, capitalizing on growing demand for convenience.

“Overall volumes are down 7% YOY, but what stands out most is the sharp decline in consumer services, which is surprising given the sector’s usual resilience,” says Patrick Carroll, VP of Marketing Services Strategy at Franklin Madison Direct. “Though it’s worth noting volumes are still 50% higher than in Q1 2023. On the flip side, mortgage and loan mailings continue to inch upward both year-over-year and quarter-over-quarter, and retail showed strength with a 12% YOY increase, even after a typical post-holiday dip. We’re also seeing modest rebounds in banking, telecom, and travel compared to last quarter, while automotive remains in free fall, down 66% compared to two years ago.”

The infographic below shares additional information on Q1 2025 direct mail performance. You can find more direct marketing resources and industry insights on our blog, including innovative tips for your direct mail creative, and our most recent consumer benchmark study.

* Data provided by Competiscan, May 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.