At home, who pays attention to your mailing? Here are some startling facts from postal service research that can help you get more and retain more business. 

In an article in the May 2009 issue of Deliver magazine, Greg Whitman, manager for market research for the U.S. Postal Service, says that in the home one person is typically responsible for handling the mail.  He calls this person “the CEO of Mail.” 

Who pays the bills and does the shopping? 

Postal Service research reveals that the CEO of Mail is also the household bill payer and principal shopper in 85 percent of homes.  That is the person that most insurance marketers want to reach. Whitman claims “there is no similar connection between a computer user and the manager of home life…e-mail messages may get to the right home, but not the right person.”  By the right person he means the shopping influencer in the home. 

The CEO of the Mail is the prime influencer 

Whitman reports that women are the CEOs of the Mail in three-fourths of American households, and are overwhelmingly responsible for responding to marketing offers. Check these whopping figures: 95 percent of CEOs of the Mail determine which ad materials to keep; 93 percent clip coupons; and 86 percent write the checks.  

A few words to the family treasurer  

We just created a Jumbo Postcard for Massachusetts independent agents.  The front side photo featured a woman at the computer entering information from a paper (a mailer, maybe…and going to the sponsor’s Web site, maybe?) with her mate alongside.   

The headline:  A few words to the family treasurer….insure both your home and car with us. Cut your insurance budget 20% or more!”  

Timely given the economic squeeze these days?  Yes.  Targeted to the right influencer in the household?  You bet.   

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