Making Direct Marketing Work to Reach Hispanics

The DMA did the survey with outsourcing company PSA and Hispanic agency Zubi Advertising. An online questionnaire was completed by 105 direct marketers in late 2008.

In an analysis of the results, PSA cautioned that a bilingual piece works best if the recipients' preferred language is unknown. And for a bilingual program, it's better to translate from Spanish to English, rather than the other way around. Written Spanish takes about 25% more space, so cramming a Spanish-language piece into a format created for the general market sacrifices response.