The Direct Marketing Association’s (DMA) 2006 Hispanic Market Survey underscores the fact that Hispanics as a whole are very receptive to direct mail, substantially more so than general market consumers.

More mail, please!

Specifically, the factoids noted are as follows:

• 71% of Hispanic consumers indicate that they read direct mail
• 70% of Hispanic adults who speak Spanish at home said they responded to direct mail in the past 30 days
• Those who speak Spanish both inside and outside the home were even more likely to respond to direct mail (74%)
• 64% of Hispanic adults (overall) said they had responded to direct mail in the past 30 days, versus just 46% of the general market, an index of 139

These findings support the broader use of direct mail as a tactic to communicate with Hispanics. Ideally used as part of an integrated customer management program, direct mail can be a very effective channel that can perform more efficiently than in the general market.