The Direct Marketing Association just released its latest report,
Hispanic Direct Marketing: Techniques and Best Practices. The study provides the most current benchmarking practices for direct marketing methods with expert analysis and in-depth topic including segmentation, channel use, and Spanish-language promotions. I would recommend it to anyone looking to really penetrate the Hispanic market.

If you don’t want to spend the $240 for nonmembers or the $135 for members, Direct of the Chief Marketer network has a great article summarizing some of the more interesting finds.

One of the major keys to cracking the Hispanic market is to segment data based on the number of generations that have lived in the United States to increase the response rate. Ninety-two percent of marketers use non-catalog direct mail. Specifically, 77% of companies tailor non-catalog direct mail messages while almost half use both Spanish and English promotions. Also, 52% of companies use telemarketing services to reach their Hispanic markets.

- Beatriz Alemar