State of Direct Mail 2025 | Financial Services
Younger consumers trust mail, but only if it feels personal
80% of consumers want to receive mail from financial institutions, but you'll need to take proactive strategies to stay out of recycling bins. Brands need to shift from transactional to personal: delivering mail that feels relevant, valuable, and trustworthy. The good news? Consumers are telling us exactly what they want.
Consumers are still reading financial mail, but not as quickly as before.
Engagement with financial services mail has dipped, with fewer people reading it right away. The takeaway: the format still works, but the message needs to hit harder, faster.
What do you typically do with direct mail you receive from brands in financial services?
Pre-approval notices, bank statements, etc.
Relevance, recognition, and a clear offer are key to getting read.
Consumers are more likely to engage with financial mail that comes from a brand they trust, about something they care about, and with a clear value, whether that's a discount, offer, or product they’re already considering.
What would make you more likely to read direct mail from a financial services brand?
Mail still signals credibility, especially to younger generations.
Despite some skepticism, direct mail from financial services brands still enhances credibility for many. 54% of Gen Z view a financial services brand as more credible if they receive direct mail, significantly higher than all other age groups.
Which of the following formats of direct mail are you most likely to read if it is sent from a financial services brand?
Consumers want mail that feels like a benefit, not a pitch.
Mail that offers loyalty perks, financial opportunities, or personalized recommendations drives the most interest, especially among high earners.