Insurance companies sent less direct-marketing mail during the first three quarters of 2011 than in the same period in 2010, according to recent data from Mintel Comperemedia, a Chicago-based firm that tracks direct marketing targeted at consumers, small businesses and insurance agents.
"Even the industry's proclaimed Life Insurance Awareness Month last September showed lower overall mail volume from life insurers," Gary Wooley, director of insurance consulting at Mintel, said in a press statement. He said volume was down 10 percent from August 2011 and down 19 percent from September 2010
Direct-mail volume from health insurance companies to consumers during the third quarter was down 7 percent from the third quarter of 2010. It was also down 23 percent for the first three quarters of 2011.
Property and casualty direct mail, including marketing for home and car insurance, was down 8 percent in the third quarter compared to the same period in 2010, but up 4 percent year to date for 2011.
Meanwhile, direct mail from life insurance companies to consumers was off by 17 percent in the third quarter from the same quarter in 2010 and down 8 percent year to date for 2011
"Insurance products will see some renewed marketing vitality in 2012 as the concepts of stability, strength and protection resonate more with consumers," Wooley said.