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Make it authentic. Hispanic Americans want authentic connections – they do not want to feel as though campaigns are only targeting them in a performative way. Take the time to understand the cultural nuances that are within the broader Hispanic community and what will resonate with your specific target audience.
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Language is important. While 32% of Hispanic Americans speak Spanish as their primary language, only 26% of Hispanic Americans reported receiving direct mail pieces in Spanish. However, those who did receive direct mail pieces in Spanish were more likely to read it than those who only received direct mail pieces in English.
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Mail reinforces interactivity. 69% of Hispanic Americans say direct mail is harder to ignore than TV ads. And 3-in-4 Hispanic Americans agree that the direct mail pieces they received reinforced information they saw in TV or online ads. However, only 56% of eligible voters who identify as Hispanic reported being contacted with direct mail pieces by campaigns – compared to 73% of eligible voters who identify as White.
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