Zeroing in with Email

Media appears natural fit for Hispanic consumersLatest research from Mintel Comperemedia suggests Hispanics are more open to email marketing than other consumers. Surveying adults about their attitudes towards email, Mintel Comperemedia found that Hispanics welcome email communication from companies they know up to 11 times a month. Non-Hispanic consumers only tolerate such emails up to 7.4 times a month.“The Hispanic population is very receptive to email as a means of marketing,” comments Carmen Curran, senior email analyst at Mintel Comperemedia. “Hispanics tend to spend more time online than the general population, so receiving information and offers through email makes sense to them. Email fits well into their lives.”