Insurance direct mail down 11 percent

Mail is getting lighter—and insurance companies have something to do with it. According to recent data from Mintel Comperemedia, direct mail volume to consumers from life, health and property and casualty insurers is down 11 percent from just one year ago.

“Q3 2011 is the third quarter in a row with a decline in direct mail volume from insurers,” says 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 Q3 2011 is down 7 percent from Q3 2010, and up 5 percent  from Q2 2011. Furthermore, Q3 YTD, mail volume is down 23 percent. Property & casualty direct mail volume to consumers during Q3 2011 is down 8 percent from Q3 2010, and down 4 percent from Q2 2011. Q3 YTD, mail volume is up 4 percent. Meanwhile, life insurance direct mail volume to consumers during Q3 2011 is down 17 percent from Q3 2010, and down 6 percent from Q2 2011. Q3 YTD, mail volume is down 8 percent.

“2012 looks to be another exciting year from an economic perspective, leaving consumers more anxious,” Wooley says. “Insurance products will see some renewed marketing vitality in 2012 as the concepts of stability, strength and protection resonate more with consumers.”

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