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Boomers Getting All the Mail

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The people most in need of life insurance are not being marketed to directly, leaving a need unfilled and a business opportunity missed.  A focus on baby boomers over the years as well as an industry ethos that clings to the “stick with what works” mantra are some of the causes that result in 31-45 year olds not being directly marketed to as they should.

The findings from Mintel Comperemedia, a firm that provides marketing intelligence for businesses, conclude that the 46 and older age bracket received 85% of the direct mail volume in the first six months of 2011. This was up 4% from the same period in 2010. People in the 18-45 age bracket received 15% of direct mail volume in the first six months down from 19% in the same period in 2010. The 65 and up age bracket remained unchanged from last year at 28%. Consumers in the 31-45 age bracket received 13% share of direct marketing down from 16% in 2010.

Gary Wooley, Director, Insurance Consulting at Mintel Comperemedia looked through marketing data and was “shocked by the numbers”. Although younger people may not be the ideal recipients for direct mail due to electronic methods of billing they still do receive mail.

“They are interested, but they need more information and a call to action.” Wooley said.