Universal Truths of Hispanic Email Marketing
June 11th, 2008
Posted by Jose Villa
As I prepare to give a presentation on Hispanic email marketing at the DM Days Conference in New York tomorrow (June 12, 2008), I found it helpful to put together a set of “Universal Truths” or best practices for email marketing. My thinking was that there are key tenets that should be followed by all marketers when using email, regardless of industry or target audience demographics.
My 8 Universal Truths of Email Marketing are:
1. Email Marketing is about creating a clear value exchange with recipients
2. Email is an integral part of peopleâ€™s lives
3. Email is a proven marketing vehicle
4. Email programs need to be measured
5. Content is king!
6. Take care of your email list
7. Partners are critical to success
8. Email integrates well with other channels
So how do these Universal Truths apply to Hispanic email marketing? And are any other best practices that are unique to the Hispanic email marketing world?
As to how these truths apply to the Hispanic market, while they are all relevant, four (4) stand out as being particularly important when marketing to Hispanics.
Email is an integral part of peopleâ€™s lives – eMarketer data shows that of the 20.2 million Hispanic Internet users, 79% use email.
Email is a proven marketing vehicle – Recent Mintel Comperemedia data shows that Hispanics are more likely to open an e-mail marketing message than other consumers.
Content is king! - A recent report from JupiterResearch posits that the right personalization and segmentation will aid e-mail marketers looking to reach Hispanics.
Email integrates well with other channels - that same JupiterResearch report states that Hispanic e-mail users are more likely to make an offline or in-store purchase influenced by e-mail.
Lastly, there is one best practice that is unique to Hispanic email marketing – what I am calling the “9th Hispanic Email Marketing Universal Truth.” This truth is that fulfillment needs to be consistent. What this means is that often, Hispanic email programs are developed that are not consistent with the entire user experience online. For example, a CPM email drop with unique Hispanic creative, when clicked on, may take a user to an inconsistent landing page or Web site (which were not optimized for the Hispanic market). Often times there are language disconnects – the email creative is in Spanish, and the landing page is in English, etc.
More to come on this topic after my presentation.