Due to the scarcity of large Hispanic lists (particularly large mail order response lists), credit card issuers have to resort to compiled databases with individual names and addresses, held by companies such as Acxiom and Experian, where they identify Hispanic customers with varying degrees of success. By using these databases the companies can develop in-house models to identify Hispanics. According to Saray, direct mail response rates tend to be higher among Hispanics than in the general market (where response rates for credit card customer acquisition direct mail is between 0.6%-0.75%). “Hispanics read their mail and respond more. They tend to be better customers. They pay up,” Saray asserts.
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