Mail in the home insurance sector

Direct mail is the most popular channel for home insurance advertising, taking 54% of total spend in 2010.

Using Ebiquity, Mintel, Nielsen and TGI data, this 2011 report provides an overview of the current state of the home insurance sector.

It identifies the marketing opportunities for home insurers to gain a share of voice, particularly with younger audiences, which are significantly under-mailed. Women and ABC1 audiences are also disproportionately under-mailed.

Key findings include:

*Under 45-year-olds own 36% of policies but receive only 21% of the mailings.

*Complementing campaigns with direct mail activity increases reach. Direct mail and the internet when used together achieve a 25% coverage, doubling the reach of the internet alone.

*Direct mail is the best channel for generating word of mouth. High responders to direct mail are 30% more likely to influence other people about financial services.