Expert predicts direct mail to make a comeback

Direct mail marketing appears to be on the upswing for insurance companies. Mintel Comperemedia, a service that provides direct marketing intelligence, predicts direct mail marketing will actually increase through the 2009 Annual Election Period.

According to Mintel, Medicare acquisition mailings rose 13 percent in October 2009 versus October 2008. Based on these and similar observations, the company expects fourth quarter mail to increase by 20 percent. Through October and December of this year, Mintel anticipates that insurance companies will send out more than 350 million direct mail pieces; many as a result of being able to market Medicare Part D plans.

Daniel Hayes, vice president of insurance services at Mintel responded to the company's findings, saying, "This year, two competing forces–budgetary constraints and the growing population of Medicare-eligible consumers–influenced insurers' direct mail strategies. It's clear, however, that the growth of the Medicare 'population' won. In the face of tightened budgets, insurance companies still managed a sizable increase in Medicare direct mail this year."