Mail in the home insurance sector

This 2009 MMC report on the home insurance sector uses Nielsen Ad Dynamix, TGI and Mintel data to examine the media mix in this market. It highlights strengths and weaknesses of this sector and summarises important changes in how this market now operates.

Key findings include:   

• Expenditure on home insurance direct mail has increased over time, reaching a high of £94m in 2007.

• There's an opportunity for home insurers to gain a share of voice with under-mailed groups such as women, ABC1s and younger people. Under 45s own 38% of policies but receive only 22% of the mailings.

• Direct mail is the best channel for reaching policy switchers, high-value policy-holders and word-of-mouth generators.