January 23, 2005

Vertis announced the results of its proprietary Customer Focus 2005 Insurance Direct Marketing study, which reveals that 20 percent of total adults expressed interest in purchasing mortgage insurance, and 18 percent would consider purchasing high face life insurance (See Figure A).

“Consumers are becoming more knowledgeable about the products and services they buy, which causes them to turn to various media for information,” said Thérèse Mulvey, vice president, marketing research, at Vertis. “Based on the readership increase among adults, companies and organizations should consider including a direct mail component in their marketing campaigns when outreaching to new and existing customers.”

According to the Customer Focus study, 51 percent of insurance direct mail reading adults responded to an offer received in the mail within the past 30 days. Similarly, 69 percent of home/renters insurance purchasers and 70 percent of hospital/surgical benefits purchasers responded to a direct mail offer. It is important for insurance companies to know which demographics respond to their messages and what type of policies are of interest.

The Vertis Customer Focus® 2005: Insurance Direct Marketing study shows the following additional findings, which provide insight into consumers’ insurance direct mail readership:

Type Of Insurance Direct Mail Read By Adults

• Of insurance direct mail readers, 77 percent of adults with a household income of $50,000 - $75,000 read information on life insurance, compared to 68 percent of total adults (See Figure B)
• 63 percent of insurance direct mail readers with a household income of $50,000 - $75,000 stated they read auto insurance mail, compared to 57 percent of total adults
• Of the insurance direct mail readers, 37 percent of adults with a household income of $50,000 - $75,000 read information on mortgages, compared to 32 percent of total adults

What Insurance Do Adults Consider Purchasing?

• 36 percent of the adults surveyed with a household income of $30,000 - $50,000, said they would consider purchasing home/renters insurance, while only 24 percent said they would consider mortgage insurance (See Figure C)
• 19 percent of adults with a household income of $50,000 - $75,000 stated they would consider purchasing high face life insurance
• Of adults with a household income of less than $30,000, 24% said they would consider purchasing low face life insurance

How Adults Respond To Insurance Direct Mail Based On Income

• Of insurance direct mail readers with a household income of less than $30,000, 21 percent replied to mail by visiting the nearest location in-person
• 25 percent of insurance direct mail readers with a household income of $30,000 - $50,000 and 21 percent of those with a household income of $50,000 - $70,000 responded to mail by calling an 800 number on the mailing
• 32 percent of insurance direct mail readers with a household income of $75,000+ replied to mail by visiting a sender’s Web site (See Figure D)

To view charts CLICK above on 'More Images'.

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