Enhancing Hispanic Direct Mail

Spanish, he says, is 25 percent longer than English when written out, so that should be taken into consideration when forming direct-mail copy.

2. Give it flair. "Hispanics are very colorful people," Andaloro says. Dark, sedate ads don't work well when soliciting Hispanics.

"Keep it upbeat, lively and colorful, and if you're asking for money ... there are ways that copywriters or creative people can put their minds together to be able to have that be exciting to look at and to share," he adds.