Quarterly Direct Mail Trends Report: Q1 2020
Marketers sent over six billion pieces of direct mail in 2020’s first quarter. Total volumes are down 9% year-over-year, yet some industries did show an increase in mailed pieces from Q4 2019.
Due to direct mail lead times and the coronavirus outbreak striking the U.S. in early March, the effect of the COVID-19 crisis on direct mail was largely untracked. We expect Q2 2020 metrics to provide a clearer picture of the pandemic’s impact on mail volumes.
“Q1 2020 represents the last quarter of near-normalcy for direct mail trend data, with Q2 efforts likely at 50%+ off the mark YOY, and arguably incomparable to prior periods," explained SeQuel’s Chief Marketing Strategist, Erik Koenig. "In what will prove to be an unprecedentedly quick drop in aggregate mail volume, Q2 will likely show a significant shift towards consumer communication, with some industries (e.g. insurance, meal delivery, home services) likely persevering to a large extent.”
The infographic below shares additional insights on the performance of the direct mail channel in Q1 2020.