Consumer insights – direct mail and speakers of foreign languages

This 2009 MMC report how speakers of other languages consume different media and respond to different channels such as mail and online.

The comprehensive presentation analyses data from BMRB, Office of National Statistics and TGI to reveal how speakers of a wide range of languages – including Arabic, Chinese, Dutch, French, Hindi, Urdu, Welsh and Polish – can be targeted effectively in marketing campaigns.

The research also reveals response rates, attitudes to recycling and how vouchers and coupons are used.

Key insights include:  

• Polish and Russian speakers are the most responsive to direct mail. 

• 100% of Polish speakers surveyed open post that contains a free sample or if it is something they have requested.

• 64% of Welsh speakers will open mail if it contains something they can taste, which is 33% more likely than average.

• Most Italian and Punjabi speakers respond to direct mail via a landline.