Insurance, credit cards lead recovery in direct marketing mail volume

"A seasonal push for life and auto insurance and a more confident credit card industry are fuelling this increase in mail," says Andrew Davidson, SVP of Mintel Comperemedia. "Offers for new credit cards have increased substantially compared to last year as the economy recovers and fewer customers default on their cards."

Insurance, telecomms show resilience

Credit card direct mail reached 1.2 billion pieces in Q1 2010 a 36% increase over the 951 million mail pieces during the same time frame last year. Meanwhile, insurance mail grew by a modest 8% from Q1 2009 to Q1 2010, but makes up a staggering 2.6 billion pieces of mail. Mintel Comperemedia tracks offers for new products and services as well as customer communications.

Direct mail volumes in some sectors, including credit cards and mortgages, declined rapidly as the recession intensified. However, insurance and telecommunications were two sectors that showed resilience during this challenging time. As a result, the make-up of the mailbox has changed dramatically over the past two years.

Prior to the recession, the top three sectors were credit cards, insurance, and mortgage & loans. Now, insurance mailings are leading the pack by a large margin, accounting for 43% of all direct mail efforts tracked by Mintel Comperemedia and out mailing credit cards by 2 to 1 in Q1 2010.
Telecommunications has replaced mortgage & loans in the top three as they are offering campaigns that promote bundled services for TV, Internet and phone.

Cause for optimism

"While it is unlikely that we will get back to the mailing levels during the boom years, there is a good deal to be optimistic about," adds Andrew Davidson. "The insurance and credit card industries still have room for growth as they expand their marketing efforts and, as the recovery gains momentum, we can once again anticipate growth in the mortgage & loans sector."

*Mintel Comperemedia tracks direct marketing in the US and Canada in the following sectors: auto, banking, credit cards, insurance, investments, mortgage & loans, technology, telecommunications and travel & leisure.

Join Andrew Davidson for a FREE webinar on June 10 at 2 pm CDT as he presents "One Year Later: The Impact of the CARD Act." Register here.

About Mintel Comperemedia

Mintel Comperemedia aims to provide competitive intelligence for businesses looking to advance and improve their direct marketing strategy. Tracking direct marketing (including mail, email and print advertising) targeted at consumers, small businesses and insurance agents, Mintel Comperemedia offers a unique perspective on everything from banking trends to insurance trends to credit card statistics. For more than 38 years, Mintel has provided insight into key worldwide trends, leading the industry for consumer, product and media intelligence. Follow Mintel on Twitter.