The African-American population is its own unique ethnic group as much as Italians or Germans or the French.  They have various classes of affluency, taste, political attitude and lifestyle.  Understanding these differences, and the need to speak to these “clusters” of people, will allow you to make great progress in winning the direct mail business within this and any ethnic group.

The dangers of pigeon holing

As all clusters of the population differ in buyer behavior, regardless of ethnicity, direct mail marketers must take notice of responder patterns and attempt to learn how these response clusters continually evolve.  It’s naïve to assume that all African Americans will react favorably or unfavorably to a direct mail offer that includes photo’s of Afric...

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