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BALTIMORE - Sixty-four percent of Hispanic adults who read direct mail have responded to the advertising medium in the past 30 days vs. 46 percent of the general U.S. population, according to a customer focus survey conducted by Vertis Communications.
Vertis' 2007 "Opiniones" study further revealed that 72 percent of U.S. Hispanic adults surveyed who speak English at home read direct mail advertising vs. 69 percent who speak only Spanish at home, and 58 percent who speak Spanish inside and out of the home.
"We are finding that while more Hispanics are reading direct mail advertising than non-Hispanics, a majority of these readers are primary English speakers, even when at home with their families," said Jim Litwin, v.p./market insights at Vertis Communications.
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, said Litwin.
"U.S. direct mail is predominantly English, so when Hispanics do see bilingual pieces in their mailboxes that speak their language, the urge to respond is significantly higher," he noted.
Looking across direct mail response rates, the 2007 study found that 70 percent of Hispanic adults who speak only Spanish at home have responded to direct mail advertising in the past 30 days, while 60 percent of Hispanics who speak English at home have responded. Furthermore, of the total Hispanic adults who have responded to direct mail items in the past month, 31 percent have done so by visiting the sender's Web site, while 27 percent visited the nearest store location, and 15 percent called an 800 number listed on the mailing.
For more information, visit www.vertisinc.com.