Stat of the Month: Insurance
Premiums also remain at a low percentage of insurance efforts, in contrast with many other sectors that increasingly rely on this tactic. After reaching a high of 13.3 percent of insurance mail in 2005, premium use sunk in frequency each year since, all the way down to 9.2 percent in the first quarter of this year.
The one direct mail tactic that's grown in popularity throughout the mailstream, including the insurance sector? Personalization. Since 2006, when it was used in 60.6 percent of insurance efforts, it's gone up a few percentage points each year, to over three-quarters of insurance mail in the first quarter of 2009—that's an increase of 20.4 percent in a little over two years.