Insurers Use of Direct Mail Sees Double-Digit Decline Mintel Reports
CHICAGO—Jan. 5, 2012—According to recent data from Mintel Comperemedia, direct mail volume to consumers from life, health and property and casualty insurers declined 11 percent in the third quarter of 2011 compared to the same quarter of 2010.
“Q3 2011 is the third quarter in a row with a decline in direct mail volume from insurers,” notes Gary Wooley, director, Insurance Consulting at Mintel Comperemedia. “Even the industry’s proclaimed Life Insurance Awareness Month last September showed lower overall mail volume from life insurers; down 10 percent from the prior month and down 19 percent from September in 2010.”
- Health insurance direct mail volume to consumers during the quarter was down 7 percent from Q3 2010, and up 5 percent from Q2 2011. Furthermore, year-to-date mail volume was down 23 percent.
- Property & casualty (P&C) direct mail volume to consumers during Q3 2011 was down 8 percent from Q3 2010, and down 4 percent from Q2 2011. Year-to-date mail volume was up 4 percent.
- Meanwhile, life insurance direct mail volume to consumers during 2011’s third quarter was down 17 percent from Q3 2010, and down 6 percent from Q2 2011. Year-to-date mail volume was down 8 percent.
“2012 looks to be another exciting year from an economic perspective, leaving consumers more anxious,” notes Wooley. “Insurance products will see some renewed marketing vitality in 2012 as the concepts of stability, strength, and protection resonate more with consumers.”
About Mintel Comperemedia
Mintel Comperemedia provides competitive intelligence for businesses looking to advance and improve their direct marketing strategy. Tracking direct marketing (including mail, email and print advertising) targeted at consumers, small businesses and insurance agents, Mintel Comperemedia offers a unique perspective on everything from banking trends to insurance trends to credit card statistics. For nearly 40 years, Mintel has provided insight into key worldwide trends, leading the industry for consumer, product and media intelligence.