Reaching Hispanic Households

Reaching Hispanic Households: The Power of Cultural Connection in 2024

As we celebrate Hispanic Heritage Month, it’s important for marketers to take a moment and reflect on how to connect with this vibrant and growing community! Hispanics represent 19% of the U.S. population, with 62 million people and growing. That’s a powerful audience you don’t want to overlook. But reaching them takes more than just translating your current marketing into Spanish—it’s about understanding cultural nuances and delivering relevant, personalized content that resonates.

In this updated guide, we’ll dive into:

• • Why targeting Hispanic households is essential
  • The best marketing lists to reach them
  • Direct mail strategies that work
  • Using email to reinforce, reach different HHs
  • Cultural insights to keep in mind

Let’s start with the basics!

Hispanic Households: A Rising Economic Force with $1.9 Trillion in Buying Power

The buying power of Hispanic households reached a staggering $1.9 trillion in 2023, marking them as one of the most influential consumer groups in the U.S. And the best part? This number is only expected to grow in the coming years.

As more Hispanic families enter the middle class, their spending across multiple sectors continues to rise—creating significant opportunities for businesses across industries.

Young, Family-Oriented, and Growing

One of the key characteristics that sets the Hispanic community apart is its youth. The median age of the U.S. Hispanic population is just 30 years old, compared to 38 for the overall U.S. population. This means that many Hispanic households are entering their prime earning and spending years. This makes them an essential target for marketers.

Another thing – Hispanic families tend to be larger, with many households including multi-generational family members living under one roof. This family-centric lifestyle influences their purchasing habits. They’re not just buying for one or two people—they’re making decisions that affect the entire family, from children to grandparents.

Did you know that in 2022, about 4.8 million U.S. households (or 3.7% of all households) were classified as multigenerational, meaning they included three or more generations living under one roof. This trend has been relatively stable but gained momentum in certain cultural groups, including Hispanic households, where multigenerational living is more common. 13.2% of Hispanic households fall under this category, compared to the overall national rate of 6.8%​.

Whether it’s groceries, home goods, or tech products, Hispanic consumers often purchase in larger quantities to meet the needs of their extended family.

Embracing Homeownership

One of the most exciting trends in Hispanic consumer behavior is the community’s increasing embrace of homeownership. As of 2023, 51% of Hispanic households own their homes—a number that continues to rise each year. This marks a massive shift from previous generations and opens up a world of marketing opportunities. Especially right now as mortgage rates start to dip.

For industries like home improvement, real estate, mortgage lending, and home insurance, this is the ideal time to engage with Hispanic homeowners. These families are looking for ways to upgrade their homes, protect their investments, and improve their quality of life. By targeting Hispanic households with personalized, culturally relevant messaging, you can tap into this thriving market and build long-lasting relationships.

Industries That Can Thrive by Marketing to Hispanic Households

Home Improvement

With more Hispanic families investing in homeownership, there’s a growing need for home improvement products and services. Whether it’s renovating kitchens, upgrading bathrooms, or installing energy-efficient appliances, Hispanic homeowners are eager to improve their living spaces. They’re also more likely to invest in products that enhance family comfort and security, making home improvement a prime industry for marketing to this group.

• Pro Tip: Focus your copy on creating great, comfortable space for the entire family.

Financial Services & Insurance

As Hispanic households accumulate more wealth, they’re seeking ways to protect their assets and build financial security for future generations. This presents a huge opportunity for financial services such as banking, investment planning, final expense planning and life insurance. By addressing their unique needs, such as multi-generational planning or bilingual customer service, financial institutions can establish trust and loyalty with Hispanic consumers.

• Pro Tip: Hispanic households are big buyers of final expense products. Many agents have been successful going door-to-door with this product.

Healthcare

Hispanic families place a high value on healthcare, especially when it comes to the well-being of children and elderly family members. As a result, there’s a rising demand for healthcare services that cater to family-oriented care. This includes healthcare providers who offer bilingual services and culturally competent care, making it easier for families to navigate their healthcare options. For marketers in the healthcare industry, highlighting preventive care, family health plans, and affordable healthcare options can drive engagement with this demographic.

Home Buying

If you are selling homes, offering mortgages or refinance, this is a great time to reach out to the Hispanic market. There are millions of prospects out there who have been waiting for those interest rates to drop so they buy homes or refinance their current loans.

• Pro Tip: You can overlay a Hispanic select on mortgage, refinance and first-time home buyer lists so you can connect with this key group.

Seize the Opportunity

Whether your business focuses on home improvement, insurance, financial planning, or healthcare, there’s a massive opportunity to engage with Hispanic households as their economic power continues to rise.

By recognizing their growing influence, understanding their cultural values, and crafting personalized messages, you can connect with this dynamic community and tap into their expanding purchasing power.

Using Marketing Lists to Connect with Hispanic Households

One size does not fit all when it comes to marketing to Hispanic households. You need to be intentional. #IntentionalMarketing

When creating a list for your direct mail campaign, here are the key factors to consider:

Language Preference

Not all Hispanics speak Spanish at home, and 75% are bilingual! You can segment your list by households that prefer Spanish, English, or both. This allows you to personalize your message effectively.

Geography

Some areas have higher concentrations of Hispanic populations, such as California, Texas, Florida, and New York. Targeting these regions can give you a bigger bang for your buck! #SmartTargeting

Cultural Segments

Hispanic culture is not monolithic! Make sure your lists reflect the diversity within the Hispanic community—Mexican, Puerto Rican, Cuban, and other nationalities. Tailoring your message for these different groups will go a long way.

• Pro Tip: Look for list brokers who can help you find Hispanic homeowner lists segmented by nationality, language, and geographic data.

Why Direct Mail Works for Hispanic Households

Even in our digital world, direct mail is still a highly effective way to reach Hispanic households. Why? Because it feels personal and trustworthy. Here’s why direct mail works so well with this community:

• • Tactile Trust
    Hispanics, especially homeowners, trust direct mail more than digital ads. Receiving a physical piece of mail is seen as more professional and reliable.
  • Higher Engagement
    Hispanic households are more likely to read and engage with direct mail, especially if it’s in Spanish or bilingual. They take the time to read letters and brochures, making it more likely they’ll respond.
  • Household Decision-Making
    Hispanic families often make purchasing decisions together, meaning your mail is likely to be seen by more than one person. This multiplies your chances of success!

Multi-Channel Marketing for Maximum Impact

Direct mail works wonders for reaching Hispanic households, but let’s not stop there. To really maximize your campaign’s effectiveness, it’s essential to use a multi-channel approach—combining direct mail with email marketing. Studies have shown that combining direct mail with other channels like email can boost response rates by up to 40%. That’s a big deal!

Here’s why marketing across multiple channels is a game-changer:

Reinforce Your Message

Sending a direct mail piece is an excellent start, but following it up with an email keeps your brand top-of-mind. You’re not just hoping they see it once—you’re reinforcing your message. When people see your offer in their mailbox and then again in their inbox, it makes a stronger impression.

Capture Different Preferences

Not everyone interacts with marketing in the same way. Some may prefer the tactile experience of direct mail , while others might engage more through email or digital channels. Offering both lets you meet your audience where they’re most comfortable. For tech-savvy Hispanic millennials, for example, email might be the more immediate way to engage.

Increase Engagement with Personalization

Both direct mail and email allow for high levels of personalization—something that really resonates with Hispanic households. When you personalize both channels with their name, language preferences, and tailored offers, it feels more like a conversation than a sales pitch. This builds trust and engagement.

OK – let’s talk about partnering up your direct mail program with an email strategy. All the statistics prove it ups ROI. Here are some thoughts/ideas you can use to make your email a little bit better than before.

Enhancing Your Email Marketing Segment

Segment by Language and Culture

Just like with direct mail, your email list should be segmented based on language and cultural preferences. Tailoring the content of your emails to fit the specific cultural backgrounds of your audience (Mexican, Cuban, etc.) creates a more relevant experience for them.

• Pro Tip: Use dynamic content in your email marketing. This helps you serve personalized emails based on segmentation data (like nationality, location, language). This ensures your message hits home in a meaningful way.

Send Emails at the Right Time

Cultural events and holidays vary across Hispanic subgroups, so timing is critical. For example, Mexican Independence Day (September 16) and Three Kings’ Day (January 6) are celebrated widely in some Hispanic cultures but not in others. Sending emails around these key dates can show you understand the cultural calendar.

• Pro Tip: Create a marketing calendar that includes culturally significant dates for the Hispanic community. This way you can schedule your email campaigns more efficiently. This also increases the likelihood that your message will be seen and appreciated.

Use Authentic Bilingual Subject Lines

Your email subject line is the first thing your audience will see – it has to grab their attention right away! A bilingual subject line shows you’re catering to both Spanish and English speakers, which is a major plus.

• Pro Tip: Combine a catchy headline with an offer to increase open rates. For example, “¡Descubre cómo mejorar tu hogar! / Discover how to upgrade your home!” uses both languages effectively, catering to the diverse language preferences within the household.

Optimize for Mobile

Hispanic households, particularly younger generations, are more likely to use mobile devices to check emails. This means your email needs to be optimized for mobile viewing, with clear, readable fonts and clickable calls to action.

• Pro Tip: Keep subject lines and email content short and to the point. Add a clear, mobile-friendly CTA like “Get Your Offer” or “See Our Specials.” Make sure your buttons and links are easy to tap on smaller screens.

Follow Up for Higher Conversions

Follow-up emails after sending direct mail reinforce your message and increase your chances of conversion. You can use email as a reminder for people to check their mailboxes for a special offer. Or, ask them if the received it. You want to be building a conversation.

• Pro Tip: Use a sequence of follow-up emails spaced over a few days or weeks after the initial mailing. Include a clear action step, like “Don’t miss out!” or “Have you received our offer?” This reminder keeps the campaign alive in their minds.
• Pro Tip: Use email as a way to remind or enhance your direct mail campaign. For instance, send a reminder email saying, “Check your mailbox for an exclusive offer!” or “Did you receive our special discount?” This increases anticipation and response rates.

Track Your Results Right Away So You Can Improve

Emails give you real-time data that direct mail can’t. You can track opens, clicks, and engagement, helping you adjust / optimize your campaign. We can always improve – even if it’s something so silly as changing a button color.  Plus, segmenting your email list allows you to tailor follow-up messages based on people’s actions (like who opened your email but didn’t convert). Combining this data with your direct mail efforts gives you a full picture of how your audience is interacting with your brand.

Higher ROI

When you combine email and direct mail, you’re more likely to see a higher return on your investment. Multiple touchpoints increase the likelihood of conversion, making every marketing dollar stretch further.

Personalizing Your Message with Cultural Sensitivity

To connect deeply with Hispanic audiences, your message must go beyond simply translating your ads into Spanish. Here’s how to craft messaging that really clicks:

Know Your Audience’s Nationality

The Hispanic community is diverse, with people hailing from different countries like Mexico, Puerto Rico, Cuba, and many others. Each group has its own cultural nuances. For example, Mexican households may celebrate certain holidays differently from Puerto Rican families. Make sure your message feels specific to their cultural experience. A generic approach won’t resonate as deeply.

• Pro Tip: Use Country of Origin segmentation in your marketing lists to ensure you’re targeting the right nationality within the Hispanic community. This allows you to tailor your messaging even further, offering a more personalized connection.

Use Culturally Relevant Imagery

Imagery matters!

Select visuals that resonate with Hispanic households, such as family gatherings, celebrations, or traditional home settings. Avoid stereotypes, and instead focus on authentic representations of community and family life. Use images that reflect important cultural values like family, faith, and celebration. These resonate strongly with Hispanic audiences and enhance emotional connections.

Highlight Community and Family

In Hispanic culture, family is everything. Whether you’re promoting home products, financial services, or health care, always emphasize how your offering benefits the family unit. Show that you understand how multi-generational households make decisions together.

• Pro Tip: Use phrases like “para su familia” (for your family) or “mejorando la vida en casa” (improving life at home) in your messaging to connect with the family-oriented mindset. Bilingual headlines also work wonders!

Language Preferences: Be Bilingual or Bust!

While many Hispanic households are bilingual, it’s still important to respect their language preference. Offering both Spanish and English versions of your message lets households choose how they engage with you.

• Pro Tip: If your list includes language preferences, send bilingual marketing materials. Include Spanish on one side and English on the other, or mix bilingual content in a single piece. This makes it easy for everyone in the household to engage, regardless of language fluency.

Finding the Right List Broker to Help

When looking for a mailing list to reach Hispanic households, it’s essential to work with a reliable list broker that understands cultural segmentation. Look for brokers who offer:

• • Ethnicity filters for precise targeting
  • Language preference selections
  • Geographic concentrations in areas with a high Hispanic population

• Pro Tip: Companies like Dataman Group Direct specialize in offering ethnic marketing lists, making it easy for you to focus on your target audience and achieve higher ROI.

Just like with direct mail, you want to ensure you’re using the right email lists. Look for lists that offer:

• • Opt-in Hispanic email addresses
  • Demographic filters (age, household size, income)
  • Language preferences (Spanish, English, or bilingual)

By merging email addresses with your direct mail lists, you can launch cohesive, multi-channel campaigns that drive home your message and maximize engagement.

• Pro Tip: If you’re already sourcing direct mail lists from companies like Dataman Group Direct, ask about their email list options. Many brokers offer packages that include both, helping you create a seamless multi-channel strategy.

Wrapping Up: Celebrate Hispanic Heritage Month with Intentional Marketing

Marketing to Hispanic households requires more than just reaching out; it’s about crafting thoughtful, relevant messages that resonate culturally and emotionally. By using the right mailing lists, personalizing your message, and understanding cultural nuances, you’ll build long-lasting relationships with this important community.

So, as we celebrate Hispanic Heritage Month, make sure your marketing efforts reflect the rich diversity and growing power of Hispanic households. Start building your campaign today and make those connections count!

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