By: E&P Staff
Hispanics are more likely to respond to direct mail compared to the general population. A new study from Vertis Communications found that 64% of Hispanic adults who read direct mail responded within 30 days compared to 46% of the U.S. population.
Hispanics are also more likely to read direct mail: 72% of those adults that speak English at home read direct mail advertising compared to 69% who speak only Spanish at home and 58% who speak Spanish all the time.
Vertis surveyed 500 Hispanic adults by phone in August and September 2006.
“We are finding that while more Hispanics are reading direct mail advertising than non-Hispanics, a majority of those readers are primarily English speakers, even when at home with their families,” Jim Litwin, vice president of market insights at Vertis, said in a statement. “However, findings also reveal that direct mail response rates are higher among those who primarily speak Spanish inside the home, indicating the need for marketers to continue creating bilingual marketing pieces.”
Seventy percent of Hispanic adults who speak only Spanish at home have responded to direct mail in the past 30 days while 60% of Hispanics who speak English at home have responded.
Of those who do respond to the advertising, 31% visit the advertiser’s Web site, 27% visited the advertiser’s outlet, and 15% called an 800 number listed on the mailing.
The study revealed of Hispanics who read direct mail, 43% said they responded because of a gift offer with purchase compared to 31% of the general population.