The United States of America is well known for being the melting pot of the world and this is reflected in the large diversity of spoken language, religious beliefs and culture customs. With around 62 million (and growing) in the census, stating that they spoke a language other than English at home – so why does this matter for direct marketing? Having wasted marketing dollars in the past, nothing grabs more attention than a tailored marketing effort targeting these individuals in their native language about products or services that they can relate to culturally or even religiously.

This is so important and obvious even if the product or service is inherently American in origin like a mortgage, language and symbols of the home country will have a huge impact on marketing results, sometimes hundreds of a percent improvement depending on how attached to the native language the person is.

Tailoring your marketing list by language is different than by ethnicity.  Normally we look at both first and last name and ancestry to determine if we are looking at a native speaker.  These factors help to improve your marketing piece.

For example, let’s say you have a company that does vacation travel packages.  To take your list and divide it up by language and send it by native language preference would improve response and bookings as a result of simply being able to convey your message.  With minimal cost, we can help you identify and segment your native speakers by language and customize your marketing message in the prospects preferred language, thus improving that personal connection of culture.