Although the auto industry may be hurting, hoping to see a pick-up in consumer demand sooner rather than later, it seems the car insurance industry remains on top of its marketing game.
Mintel Comperemedia, a direct marketing competitive intelligence firm, reports that nearly 3 billion car insurance direct mail offers hit U.S. homes between the second quarter of 2008 and the end of March 2009.
This figure is largely the same as direct mail sent one year earlier even though the nation has been in the throes of a recession since December 2007.
"The recession brings new challenges, like rising repair costs and more uninsured motorists, to the auto insurance industry," said Daniel Hayes, vice president of insurance services for Mintel Comperemedia.
"Insurers realize higher rates won’t bode well with cash-strapped consumers, so they're using direct mail to communicate policy changes with drivers," he added.
Hayes said that the direct marketing from insurance companies largely includes savings comparisons over competitors' rates, accident forgiveness and rewards for demonstrated safe driving.
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Posted: June 19, 2009
