Direct Mail Volume & Trends Report: Q2 2024
Following a strong first quarter, direct marketers mailed 7.1 billion pieces in Q2 2024 – bringing 2024’s total direct mail volume to 14.4 billion pieces. This is a 5.9% year-over-year increase from 2023’s second quarter and a slight decrease of 1.8% from Q1 2024 volumes.
This Quarter’s Direct Mail Volume & Trends
The insurance industry was Q2’s top mailer, accounting for 19.4% of total direct mail volume and up 28.4% from last quarter. Retail took the most significant leap, jumping from fourth place to the second top mailer, with 15.7% of the quarterly volume. Mortgage/loan is close behind, mailing 14.8% of this quarter’s pieces.
“No surprise seeing insurance lead the way in volume for the third straight quarter. Interest rates remain high, preventing credit cards and loan volume from claiming the top spot,” explained Patrick Carroll, Director of Strategy at SeQuel Response. “Most encouraging is the resurgence of retail and consumer services. We’re seeing an 18% increase YOY between them. Brands are still spending, and consumers are still buying.”
A closer examination of Q2 direct mail trends shows that the investment industry’s acquisition mailings are up 13% from Q1 to capitalize on increased consumer confidence and investment interest. Banking brands are also adjusting their strategies to focus on driving value through personalized offers, as upgrade/cross-sell mailings have increased by 4% YOY. While envelope mailings in all industries show steady year-over-year growth, retail postcards have experienced an 8% YOY decrease from Q2 2023. This quarter also highlights the resurgence in demand for meal kits, with a nearly 34% YOY increase in mailings targeted toward individuals seeking convenient meal solutions.
The infographic below shares additional information on Q2 2024 direct mail performance.
You can find more direct marketing resources and industry insights on our blog, including how to plan your direct mail budget, and our most recent direct mail report.
* Data provided by Competiscan, August 2024. 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.