Abstract:

This paper proposes a theoretical presentation on the concept of direct marketing tools and techniques used within it and the implementation of a direct mail campaign for the life insurances promoted by Allianz-Tiriac Insurances company. The first part of the article is represented by a conceptual framework about the theoretical vision of the concepts used in the paper. Also, in this part we present the theoretical concept of direct marketing highlighting several definitions given by various authors and we formulate a personal point of view on them. In addition, we present the direct marketing tools and techiques based on the specifications of the different communication circumstances and also, we introduce the defining elements of planning a direct marketing campaign. Furthermore, we refer to the general concepts of the life insurances market in Romania and we highlight, in a general way, the activities of the company on the Romanian market, presenting data about the company’s history, mission and objectives. Afterwards, the last part of the paper is represented by presenting the methodology for achieving direct e-mail campaigns for Allianz-Tiriac Insurances’s products, as well as its effective execution. This part begin with an overview of the campaign and continues with an description of the general coordinates of a direct e-mail campaign by analyzing the influence of internal and external environment on the activity of the company and ends with the relevant data on the impact of implementing the campaign. Finally, we present some personal considerations relating to the marketing potential of the Romanian life insurance market and we will draw some future research directions.