Commentary on Email Report — 12/21/2007 by: Ricardo González Editor - The González Report , Executive Director - Bilingual America When I first saw this report it took me back a minute as it didn't make sense to me. I was thinking strictly technologically, but then, hello! The key here is in the first paragraph in the following four words, "from companies they know." Of course, this makes sense. Latinos are typically more loyal to their favorite brands and companies. This survey makes all the sense in the world when you add those four little words, "from companies they know." So, here's the point, let them get to know you first. Be personable and by all means, be consistent. When you do this, well, it appears you gain access to our e-mail boxes and what better place to be in today's world! If you would like to write me an e-mail for some good reason, do so here. Adelante, Ricardo González PS - One more thing to consider here is that the average age of Hispanics in the United States is around 25. The average Anglo caucasian is 38.5. Younger people are more technically inclined so this trend is very important regarding e-mail marketing.