Acquisition direct mail from homeowners’ insurance providers rose 19% to 82 million pieces in 2008, according to market research firm Mintel Comperemedia.
Estimated mail volume for new customer acquisition rose steadily through the year to a peak in August when insurers sent more than 10 million prospecting pieces, said Mintel.
Overall, the mailings show that insurers are trying to increase business via the current homeowner market, the company found.
“Homeowners insurers tapped an interesting direct marketing strategy for 2008," said Daniel Hayes, vice president of insurance services, in a statement. “With the housing market struggling and fewer people moving to new homes, insurance companies realized they couldn't count solely on homeowners for profit. Rather, they had to either convince current clients to increase their coverage or steal customers from the competition by advertising lower premiums.”
