Direct mailers can take advantage of multicutural markets
Direct mail marketers may be missing out a trillion dollar market that could push their business to the next level. Recent research from The Selig Center found African Americans, Asian Americans and Latinos drive trillions of dollars in sales, but few companies are reaching out to these customer bases.
In these markets, direct mail enjoys a decided advantage over other marketing strategies such as television and email. According to the data cited by The Selig Center, only 30 percent of African American consumers receive direct mail, but 75 percent of those who do read their mail.
However, businesses won't simply be able to increase their direct mailings to African Americans, Asian Americans and Latinos to improve their sales. They have to learn more about these markets, and what types of products and services they are most commonly interested in.
A few things that direct mail marketers need to understand are the preferred language of these recipients, whether they were born in the United States, their level of education and how they get along with other members of the community.
After learning more about these potential customer bases, businesses can utilize web-to-print software to create high-quality mailers that are customized to appeal to these groups.