Direct mail remains popular among insurers

By Gary Linnell

ProWEB Wire (Industry News)

Insurers continue to rely heavily on direct mail, despite the growing influence of social media and ongoing budget cuts, according to a recent survey by Mintel Comperemedia.

The study found that during 2009, life insurance mail offers increased 9 percent from the previous year, and health insurance rose 4 percent, while property and casualty direct mail offers fell 5 percent, and credit card direct mail decreased by approximately one-third.

In a statement, Mintel vice president of insurance services Daniel Hayes said, "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."

In addition, he noted that direct mail can help direct people towards a company's social media Web site, and can provide information and branding when used with other media forms.