Daniel A. Gonzalez

By Daniel A. Gonzalez The U.S. Hispanic population is growing rapidly, and it's imperative for all direct mailers to consider ways to reach this market. Old news, right? But partly in response to growing demand for successful strategies, there has been a steady flow of new and updated information—research about assimilation, "acculturation" and list segmentation—much of it conflicting and perplexing. Often this data is aimed at mass marketers and is irrelevant for selling products and services via direct mail. But even so, the reality of direct mail results is no less confusing; what works varies by industry, company, product, offer and even by direct

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