US life insurers’ direct
marketing campaigns are unbalanced. This is the view of Gary
Wooley, director of insurance consulting at Mintel Comperemedia, a
consultancy specialising in direct marketing.

In their direct market
campaigns insurers are placing too much emphasis on older age
groups, explained Wooley.

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“When carriers market life
insurance directly to consumers, they overwhelmingly continue to
target those over the age of 45, effectively alienating other
potentially lucrative demographics.”

The fact that a high
proportion of American’s under the age of 45 do not have enough
life insurance could in part be a consequence of this, he
added.

“Broadly speaking, the 31 to
45 age group consists of the consumers most in need of life
insurance, and carriers are missing an opportunity by not marketing
to them directly,” continued Wooley.

“They [consumers] are
interested, but they need more information and a call to
action.”

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According to Mintel
Comperemedia, in the first half of 2011 the 46 and older age
bracket saw 85% of the direct mail volume, up from 81% for the same
period in 2010. Conversely, the age 18 to 45 bracket saw 15% of the
direct mail volume in the first six months of 2011, down from 19%
for the same period in 2010. The 65 and up age bracket had a 28%
share of direct marketing mail volume for the first six months of
2011, unchanged from the same period in 2010.

Losing out were consumers between the ages of 31 and 45.
This group received only a 13% share of direct marking mail volume
for the first six months of 2011, down from a 16% share for the
same period in 2010.