Mail in the general insurance sector

The insurance industry has faced economic challenges in the past few years, with falls in revenues and underwriting losses, but advertising spend has levelled.  

Direct mail and TV dominate the media mix for insurance advertising, with roughly equal shares (40% and 41% respectively in 2010), although the internet continues to be the most popular retail channel.

This 2011 MMC report uses data from Ebiquity, Mintel, Nielsen Ad Dynamix and TGI to examine the strengths, weaknesses and marketing opportunities in this sector.

*High responders to direct mail are 10% more likely than average to agree that ‘it is important to be well insured for everything’.

*Direct mail is a popular channel for reaching the grey market - 52% of insurance mailings were sent to people in the over-55 age group.

*People in the 16-34 age group receive only 9% of insurance mailings, representing a key opportunity to gain share of voice; the share of mailings to 16-34 year olds has increased to 9% in 2010 from 7% in the previous year.