Direct mail is effective with Hispanics, judging by a new report from the Direct Marketing Association.
The DMA found in a survey that 92% of all marketers and agencies in the
Hispanic market use non-catalog direct mail.
The study, “Hispanic Direct Marketing: Techniques and Best Practices,” highlights different approaches to marketing to Hispanics and the effect on response rates.
The DMA also reported that 77% of the active companies specifically tailor non-catalog direct mail messages for this audience. In addition, 52% telemarket to Hispanics.
In another finding, the DMA reported that almost half of all marketers use both Spanish and English in promotions to Hispanics.
One in five marketers only use English, while nearly the same number use separate English and Spanish versions of promotions.
Roughly 75% of Hispanic marketers collect consumer data about language preference and proficiency, age and gender.
In examining acculturation, the report found that almost half the marketers surveyed who target Hispanics segment data based on the number of generations that has lived in the U.S., which reportedly increases response.
Practically all companies marketing to Hispanics (92%) use non-catalog direct mail, while more than 52% use telemarketing.
Seventy-seven percent of companies in the Hispanic market specifically tailor non-catalog direct mail messages for this audience.
A vast majority, 85% of those surveyed say they do not create different versions of promotions of promotions based on dialect. About 65% of Hispanic marketers do not create different geographic versions of promotions.
About 58% of companies surveyed use Internet media for marketing to Hispanics, without specifically using e-mail.
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