Direct mail and the Hispanic market

One of the biggest growth areas in U.S. marketing is the Hispanic demographic.  eMarketer predicts that, although white Americans make up about 70% of the US internet population, Hispanics are going online through their PCs and cell phones in increasing numbers. Smart marketers will begin to target this segment with language- and culture-specific messages, which will evolve from their general-market campaigns.
However, 92% of marketers and agencies who target the the Hispanic market use non-catalog direct mail.  And nearly 60% of marketers attest that direct mail is the best way to get a response from Hispanic consumers.  Just another example of the importance of direct mail and traditional marketing techniques, which should not be neglected in favor of a sole push toward social media marketing.
The Direct Marketing Association found that 77% of Hispanic direct marketers tailor their direct mail messages for the Hispanic audience, according to a late 2008 study.

Nearly half of all marketers (48.1%) who promote to Hispanics report that the majority of their Hispanic-specific promotions are created in both Spanish and English. Only 20% create promotions in English only, and another 20% create separate English and Spanish language versions of their marketing promotions.

Most do not create different versions of their promotions based on dialect and colloquialism, and the majority to do not create different versions of their promotions for different U.S. locations.

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About Mary Fletcher Jones

Mary Fletcher Jones is a public relations and marketing consultant, and owns Fletcher Prince (www.FletcherPrince.com). Follow Mary on Twitter @FletcherPrince.

Posted on June 10, 2009, in Direct Mail Tips. Bookmark the permalink. Leave a comment.

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