Insurance mailings usually make up a small percentage of the Who’s Mailing What! Archive, with only 3.7 percent of 2006’s total efforts and 2.8 percent of 2005’s, yet the sector surged in January of this year to 4.3 percent. At 47 total mailings, it represented the highest total of any month within the last year. Within those recent mailings, premiums were also on the upswing, with five coming in the door in January versus only four from October to December 2005.
Among those premiums, 21st Century Insurance Group offered a $20 gas card, The Hartford offered a calculator, and Genworth Financial offered a one-year MedicAlert membership. Perhaps the upsurge represents a return to more premiums in the insurance direct mail sector on the whole, since only 8.8 percent of all 2005 mailings included premiums while 13.3 percent of 2006’s total efforts had premiums in their packages. Previously, premiums were relatively rare, ranking at 4.7 percent in 2004, 9 percent in 2003 and 5.6 percent in 2002.
Meanwhile, repeat mailings remained steady, with 65.4 percent of all 2006 mailings compared to 69.2 percent in 2005. Auto insurance stayed on top, with 58.7 percent of 2006 insurance mailings versus 50 percent in 2005; in January of this year, that frequency climbed to 57.4 percent. Life insurance efforts ranked number two, at 16.7 percent in 2006 and 24.4 percent in 2005; in January 2006, it went down to 14.9 percent.
Lastly, self-mailers were used more in 2006 than in any previous year, at 15.1 percent of all insurance mailings. In calendar year 2005, self-mailers registered at 11.3 percent and for 2004, only 10.2 percent.