Hispanics are the largest U.S. minority population, with their online retail spending projected to reach $21.6 billion by 2011, according to JupiterResearch. The right personalization and segmentation will aid e-mail marketers looking to reach this group - among other attributes distinguishing distinguish Hispanics’ e-mail preferences from the U.S. population at large, Hispanics are more likely to respond to promotional e-mail t hat’s personalized, according to a new study from Jupiter.
50% of U.S. Hispanic e-mail users surveyed by Jupiter said they prefer promotional e-mail that is personalized around products or services of interest to them, compared to only 41% of non-Hispanic e-mail users, according to Jupiter’s report, “E-mail Marketing to Hispanic Users.”
Hispanic e-mail users also were more likely to make an offline or in-store purchase influenced by e-mail: 53%, compared with only 47% of non-Hispanic e-mail users. 48% of Hispanics surveyed said they’d made an online purchase influenced by a promotional e-mail; slightly fewer than the 51% of non-Hispanics who did so.
Jupiter’s report notes that though Hispanic e-mail users are less likely than their non-Hispanic counterparts to unsubscribe to promotional e-mail offers that don’t interest them-44% compared to 51%-they are significantly more interested in receiving offers that are personalized. “E-mail marketers must effectively segment and personalize promotional e-mail messages to target their Hispanic customers,” the report says.
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