Direct Mail Volume & Trends Report: Q4 2024
Early industry data from Competiscan shows direct marketers mailed more than 6.5 billion pieces in Q4 2024 – a slight decrease of 6.9% from Q3 2024. This brings 2024’s marketing mail volume to nearly 35 billion pieces, up 19% from 2023.
This Quarter’s Direct Mail Volume & Trends
The credit card industry was this quarter’s top mailer, accounting for 17% of total direct mail volume, driven by acquisition campaigns aimed at boosting growth during the holiday season. The insurance sector followed, mailing 15% of all pieces as marketers focused on promoting new policies and retaining customers during open enrollment. Increased home buying and refinancing activities boosted mortgage/loan mail volume, which rose both year-over-year and quarter-over-quarter, making up 14.5% of all pieces. Retail maintained its position as the fourth top mailer, contributing 12% of the total, despite a 10% YOY decline.
A closer examination of direct mail trends shows strategic shifts in package types as brands geared up for peak shopping season. Across all industries, brands pivoted away from envelopes and toward self-mailers with QR codes. This shift could be in an effort to save on production costs or to ensure that marketing messages are more visible in a season when consumers are actively looking for savings and offers. Investment brands embraced an 8% increase in upgrade/cross-sell mailings from Q4 2023 as investors seek new opportunities and reassess their portfolios. There’s also an indication that marketers in the energy sector capitalized on seasonal demands related to heating and holiday lighting, as energy mailings are up 16% quarter over quarter.
“The biggest YOY gains for Q4 came in credit cards, banking, and mortgage/loan, perhaps signaling a rebound in those industries with an interest rate cut optimism. All other industries were down from Q4 2024, most likely due to the election crowding the mailbox and brands trying to be cautious. Overall, the 7% pullback in Q4 compared to Q3 was the largest percentage pullback of 2024. Again, this is likely because of the election,” says Patrick Carroll, VP of Marketing Services Strategy at SeQuel Response. “It is not surprising to see non-profit and insurance up quarter over quarter, with the fourth quarter being AEP for Medicare and a high seasonal giving time.”
The infographic below shares additional information on Q4 2024 direct mail performance.
You can find more direct marketing resources and industry insights on our blog, including how to decide between direct response agencies in 2025, and our most recent consumer benchmark study.
* Data provided by Competiscan, February 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.