According to the USPS, 72% of Hispanics receive almost all of their direct mail in English. But 36% would prefer to receive their direct mail in Spanish. These percentages are pretty telling when you think of how much direct mail campaign costs are wasted. The direct mail marketer can now expect to increase their response rates by utilizing mailing list data designed to separate ethnic surname from language spoken in the household. Combining a better, more sophisticated, mailing list with proper direct mail piece copy will enhance the mail moment and attract more attention from its recipient, thus producing more and better sales leads.

The Mailing List

But not all mailing lists targeting ethnicity are the same. Some mailing list sources atte...

* English and Español

The Hispanic community in the United States is far from homogeneous. South Americans and Central Americans, Mexicans, Puerto Ricans, and Argentinians all make up the 43 million strong Hispanic population of the United States. They share, however, one crucial bond: language. When asked, 36% of Hispanics prefer their advertising direct mail in Spanish, while 39% prefer it in English. But 72% receive almost all of their advertising direct mail in English. So how will your communications get to Hispanics in the language they prefer? Easy enough: Reach them with bilingual Direct Mail pieces!

Conclusion
Direct mail is an excellent way to communicate with prospects within the Hispanic community and accom...

The African-American population is its own unique ethnic group as much as Italians or Germans or the French.  They have various classes of affluency, taste, political attitude and lifestyle.  Understanding these differences, and the need to speak to these “clusters” of people, will allow you to make great progress in winning the direct mail business within this and any ethnic group.

The dangers of pigeon holing

As all clusters of the population differ in buyer behavior, regardless of ethnicity, direct mail marketers must take notice of responder patterns and attempt to learn how these response clusters continually evolve.  It’s naïve to assume that all African Americans will react favorably or unfavorably to a direct mail offer that includes photo’s of Afric...