Recently, I read a promotional email from one of my favorite market research vendors. The email’s first message was about propensity models, one of my favorite tools. I wondered if they really have the sample sizes necessary to create accurate scoring; in my experience, it requires very large samples that most firms cannot afford or execute.

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How targeted are your life insurance marketing campaigns? Are they taking all life events into consideration or are they taking all insurance products into account? Improving your targeting or better understanding your audience could yield more impressive marketing campaign performance in the long run. Burial insurance is one such product that has a significantly large audience worth learning more about if you're a life insurance company.

Important life events often trigger the purchase of expensive products and services. When it comes to insurance, marriage is an important trigger event that should be noted for any potential marketing campaign.

Important life events often trigger the purchase of expensive products and services. When it comes to insurance, being newly single is an important trigger event.

Important life events often trigger the purchase of expensive products and services. When it comes to insurance, the arrival of a new child is an important trigger event.

Executive Summary Snapshot Individual life insurance ownership has declined sharply since the 1960s Many consumers want more insurance, but costs prevent purchase Marketers are using propensity model data and lists to improve results