P&C Insurance Embraces Direct Mail Response

Direct mail by property and casualty insurance clients continues as a staple of AccuList USA’s list brokerage and data services business, and so we were pleased to see a Valentine’s Day love note to P&C direct mail from the marketing consultants at IWCO Direct.

P&C Insurance Industry Loves Direct Mail

The IWCO post notes that nearly 400 insurance companies mailed more than 5.7 billion pieces of mail in 2017, according to Comperemedia. The property and casualty insurance category accounted for 53% of that volume, with more than 3 billion pieces of direct mail mailed by 110 companies. Of those direct mail packages, 95% were Marketing Mail (formerly called Standard Mail), mainly for acquisition (89%).

Mailings Reflect Ongoing Promotional Trends

Comperemedia and Competiscan data highlighted trends revealed by those direct mail packages, too.  With 55% of policyholders likely to shop around for insurance as a policy comes up for renewal, smart insurance providers are taking a proactive approach and contacting policyholders in advance to remind them why they should remain with their current P&C insurance provider. Also to woo shoppers, both in acquisition and renewal, insurance promotions are direct about savings messages and competitor pricing comparisons. Finally, the industry’s continued embrace of direct mail does not ignore the digital revolution; in fact, direct mail packages are highlighting the industry’s growing self-service digital functionality for policyholders.

Basic Direct Mail Tactics That Up Response

Leveraging industry trends and success stories, IWCO lists three basic tactics proven to boost response for P&C acquisition and cross-sell mailings: 1) Comparison charts touting coverage benefits over those of top competitors, and an offer to match coverage pricing and benefits upon policy review if appropriate; 2) Promotional cards with a clear call-to-action via website, mobile app, and/or toll-free phone; and 3) An eye-catching personalized tagline. See https://www.iwco.com/blog/2018/02/14/pc-insurance-marketing-trends-valentines-day/

Focus on E-mail Data for 2018 Insurance Marketing Success

Success with e-mail in 2018 insurance marketing boils down to using quality, targeted data–something that AccuList USA is committed to delivering. Data provider V12Data summed it up well in a recent post offering basic insurance e-mail data tips.

Start With Clean, Up-to-Date Data

With an estimated 30% of e-mail subscribers changing their addresses each year, make sure all e-mail lists are up-to-date, with addresses validated and verified, including any e-mail addresses that have been matched and appended to a postal list. Good list hygiene should include removing duplicates; correcting formatting errors; identifying addresses known to be associated with spam traps; and eliminating hard bounces, invalid e-mails/domains, and e-mails associated with complaints.

Profile, Segment and Personalize

There’s no point to all that quality e-mail data if it’s not used to understand and target your audience. That means looking at both actionable internal data, such as customer service records, transactions, credit card purchases or e-mail responses as well as relevant demographic data, either from first-party collection or appended via third-party data aggregators. Consumer demographics could include date of birth, home ownership, occupation, gender, estimated income, age, presence of children, investments and more. Then segment your lists in order to offer the right product to the right audience segment. Plus use data to personalize offers and creative, and that means going beyond a Dear FirstName. Today’s e-mail audience expects and demands personalized offers.

Pay Attention to Buying Cycle and Life Cycle

Smart e-mail campaigns nurture customers and prospects through the buying cycle. Because those who request general information and those who fill out a request for quote form may be at different stages of the buying cycle, they need different messaging. Website signups can be sent a personalized welcome message, while subscribers who have not taken further action can get a follow-up nurturing message about products and services, with a call-to-action promoting a free quote or agent call. When a prospect makes a quote request, e-mail messaging can focus on getting to a policy sale, with more policy information and a specific offer or promotion. Note that life cycle counts as much as buying cycle. Consumers are more likely to buy insurance during major life-event changes, such as marriage, divorce, moving, home purchase, a new baby, retirement, etc.  Leveraging that data in targeting sends the right offer at the right time for maximum response.

Check out AccuList USA’s insurance marketing data expertise and clients on our website.