Enhancing Hispanic Direct Mail

Enhancing Hispanic Direct Mail

Nov. 29, 2005

By Abny Santicola

Multicultural direct-marketing efforts should be in the language of the particular ethnic group; have clear, precise and simple messaging; and be accurately targeted to the right segment within that ethnic group, according to Vincent Andaloro, president, founder and chief executive of the Chesterfield, Mo.-based Latin Pak, a direct-marketing company that specializes in reaching the Hispanic population.