NU Online News Service, Feb.25, 12:02 p.m. EST

Despite budget cuts and the growing strength of social media, insurance firms continued a heavy reliance on direct mail to get their message out, a research firm reported.

During 2009: life insurance mail offers rose 9 percent from 2008, health insurance offers increased 4 percent, and property and casualty direct mail declined 5 percent. In contrast, credit card direct mail fell by approximately one-third Mintel Comperemedia, in Chicago, said.

Mintel, a service that provides direct marketing competitive intelligence, said it found, "Direct mail is still a formidable force."

Daniel Hayes, Mintel vice president of insurance services, said in a statement that, "Insurance companies continue to rely on direct mail to communicate with clients and prospective clients. In the face of social media, direct mail is still one of the best ways to put an insurance offer in front of an unfamiliar client."

Mr. Hayes noted that direct mail "can even drive people towards a company's social media Web site. Direct mail's strength lies in its ability to present ample information and to cement a company's brand message with other media forms."

Mintel said it was presenting a webinar today to examine the changing ways insurance companies communicate, direct marketing trends and consumer attitudes about insurance, with a discussion of the current state of insurance communication and how insurers can tap into social media, technology and customer relationships to grow their businesses.

Mintel said a recording of the webinar, a copy of the presentation slides, and answers to questions submitted by attendees will be posted on its blog http://www.comperemedia.com/blog/.

Mintel provides competitive intelligence for businesses seeking to advance and improve direct marketing strategy. Tracking direct marketing (including mail, email and print advertising) targeted at consumers, small businesses and insurance agents,

Special Reports /

Insurers Reported Continuing Strong Use Of Direct Mail

Related Stories

Recommended For You