Get to know the demographics: Unmarried recipients
Although single people annually spend about $372 on items from catalogs and direct mail advertisements - about $50 less than the average U.S. adult - Deliver Magazine says they should not be ignored.
"Although some say singles have been overlooked by marketers, the singles market, which makes up 45 percent of all Americans, is a rich segment for various business messages," the magazine's free demographics guide reported. "Nevermarried singles are a bright spot for entertainment, for example."
The guide also said widowed and divorced singles are more likely than all adults to purchase from direct mail campaigns and catalogs. More than 30 percent of single men and women live in urban places, with 72 percent in Washington, D.C., 49 percent in New York, and 48 percent in Hawaii and California.
The guide also revealed that 34 percent of singles have lived at their current address for less than one year, making address verification software more important for businesses that are considering a direct mail campaign. To combat additional waste, businesses can add "Or current resident" to recipient address labels.