Given expectations that insurance consumers are trending toward the Web to research and purchase policies, new research from AIS Media Inc. validates many insurers’ hard work enhancing their online offerings.

According to AIS' "2010 Insurance Customer Interactive Media Usage Survey," 59% of respondents prefer to inquire about direct mail offers by visiting the insurer's website as opposed to calling customer service. Instead, insurers should refer prospects to a custom-designed, offer-specific landing page via a personalized URL, which AIS says could significantly increase marketing response rates, measurability and ROI. However, AIS warns insurers against simply referring prospects to their home pages, as this may cause confusion, divert the prospect off-path, and adversely affect ROI.  

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