Direct and to the point: insurance direct marketing: what works, what doesn't and why.

Donald R. Jackson, Principal, Jackson Consulting Group Ltd.

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* Direct marketing is a choice of some insurance agents, brokers, direct sellers and mail order operations.

* The amount of in-force insurance sold through direct marketing was $371 billion in 2006.

* Direct marketing took a hit in 2004 when the new "Do Not Call' legislation allowed consumers to block calls from telemarketers.

* Turning the business around to get customers to call carriers led to the rise of the "tele-agent."

Five Tips for Successful Direct Marketing

1. Build the infrastructure into the system.

2. Choose a product that is suitable to market direct to the consumer.

3. Expect to wait two years for the new campaign to begin to show results.

4. Devote sufficient staff to this distribution channel.

5. Fully plan the operation before it is launched.

Source: Don Jackson, principal, Jackson Consulting Group Ltd.