Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Hispanic Consumers More Receptive To E-mail Marketing

Marketers are beginning to pay heed, with more offering Spanish-language options
on their Web sites and in other communications. But most of these are verbatim
translations of the English versions. Forward-thinking marketers may want to
consider new communications targeted specifically to Hispanics.

~A

MediaPost Publications – Hispanic Consumers More Receptive To E-mail Marketing – 12/26/2007
HISPANICS WELCOME E-MAIL COMMUNICATION FROM companies they know up to 11 times a month, while non-Hispanic consumers tolerate such e-mails only up to 7.4 times a month, according to new research from Mintel Comperemedia.

“This population is certainly more receptive to marketing and offers,” says Carmen Curran, senior e-mail analyst at Chicago-based Mintel Comperemedia. Hispanics tend to spend more time online while at home than the general population (9.2 hours per week versus 8.5 hours), so receiving information and offers through e-mail makes sense to them, she says.

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Filed under: Consumer, content, digital, email, Hispanics, Internet

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