Stat of the Month: Insurance
Our Who’s Mailing What! Archive includes many types of insurance offerings, including accidental death, marine pet and travel alongside better-known ones like life, auto and health. But no matter what the type of insurance, most mailers are relatively conservative with their efforts. Recently, however, they’ve recognized many of the popular trends visible in other sectors and followed suit.
When deciding whether or not a sector is doing more experimenting with its mail, the first place we look is the percentage of repeat mail. If it’s down, then so is experimentation. In both 2005 and 2006, repeat mail dominated for insurance mailers, hovering between 65 percent and 70 percent; in contrast, 2007 witnessed only 53 percent of insurance mail going with the same efforts, so almost half of insurance mailers were heading into the mailstream with new mail pieces.
Among those new efforts, more insurance companies were going with the self-mailer format in 2007. After only 11.3 percent of 2005 insurance mail were self-mailers, it bumped up to 14 percent in 2006 before climbing to 16 percent last year.
Meanwhile, both personalization and premium usage made an attempt to return to 2005 levels after dropping in 2006. Personalization took up 64.1 percent of insurance mail in 2005, dipped to 60.6 percent in 2006, and then went back up to 63.7 percent last year. Premiums existed in 13.3 percent of 2005 insurance mail, dropped to 8.8 percent in 2006, and then inched back to 9.7 percent in 2007.
Grand Control (controls in the mail for three years or more) mailings followed the same pattern, posting a high of 12.3 percent in 2005, sliding to 9.3 percent in 2006, and then creeping back to 11.1 percent in 2007.