Table A3-18
Standard Mail Usefulness of Mail Pieces by Familiarity With Organization
(Percentage of Pieces)
Postal Fiscal Years 1987, 2007 and 2008
(Diary Data)
BL_F BL_I _NAME_ _LABEL_ COL1 COL2 BL_I _NAME_ _LABEL_ COL1 COL2
  Useful PCT_COL Percent of Column Frequency   Useful PCT_COL Percent of Column Frequency 37.93876 37.73998
  Interesting PCT_COL Percent of Column Frequency   Interesting PCT_COL Percent of Column Frequency 12.29765 13.0983
  Not interesting PCT_COL Percent of Column Frequency   Not interesting PCT_COL Percent of Column Frequency 37.15706 36.12289
  Objectionable PCT_COL Percent of Column Frequency   Objectionable PCT_COL Percent of Column Frequency 5.186466 4.704405
  Don't know/No answer PCT_COL Percent of Column Frequency   Don't know/No answer PCT_COL Percent of Column Frequency 7.420062 8.334419
Reaction to Advertising Previous Customer Organization Known Organization Not Known Total 1 Does or has done business with Useful PCT_COL Percent of Column Frequency 58.60168 57.00477  
Does or has done business with Interesting PCT_COL Percent of Column Frequency 12.51721 13.61176  
1987 2007 2008 1987 2007 2008 1987 2007 2008 1987 2007 2008 Does or has done business with Not interesting PCT_COL Percent of Column Frequency 25.08095 25.74494  
Useful 62.5 58.6 57.0 25.9 17.1 16.0 14.8 10.3 11.1 40.2 37.9 37.7 Does or has done business with Objectionable PCT_COL Percent of Column Frequency 3.307936 3.255952  
Interesting 21.7 12.5 13.6 31.7 15.9 16.7 24.4 11.7 12.4 22.0 12.3 13.1 Does or has done business with Don't know/No answer PCT_COL Percent of Column Frequency 0.492218 0.382574  
Not interesting 10.6 25.1 25.7 32.9 58.9 59.5 46.7 66.7 68.0 21.3 37.2 36.1 Knows, but no one does business with Useful PCT_COL Percent of Column Frequency 17.0796 15.98902  
Objectionable 2.2 3.3 3.3 6.7 7.7 7.4 10.7 10.2 8.2 4.6 5.2 4.7 Knows, but no one does business with Interesting PCT_COL Percent of Column Frequency 15.89028 16.65721  
Don't know/No answer 3.1 0.5 0.4 2.8 0.5 0.5 3.4 1.0 0.4 12.0 7.4 8.3 DK/RF Knows, but no one does business with Not interesting PCT_COL Percent of Column Frequency 58.85674 59.47092  
   Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Knows, but no one does business with Objectionable PCT_COL Percent of Column Frequency 7.688092 7.42259  
Note: Totals may not sum to 100 due to rounding. Knows, but no one does business with Don't know/No answer PCT_COL Percent of Column Frequency 0.485284 0.460264  
1 Total includes pieces for which no response was given as to familiarity. Organization no one in HH knows Useful PCT_COL Percent of Column Frequency 10.307 11.11354  
Organization no one in HH knows Interesting PCT_COL Percent of Column Frequency 11.73697 12.35234  
Organization no one in HH knows Not interesting PCT_COL Percent of Column Frequency 66.73821 68.00499  
Organization no one in HH knows Objectionable PCT_COL Percent of Column Frequency 10.17914 8.168054  
Organization no one in HH knows Don't know/No answer PCT_COL Percent of Column Frequency 1.038682 0.361069  
DK/RF Useful PCT_COL Percent of Column Frequency 12.09085 10.49445  
DK/RF Interesting PCT_COL Percent of Column Frequency 5.342272 4.895817  
DK/RF Not interesting PCT_COL Percent of Column Frequency 13.42385 11.16105  
DK/RF Objectionable PCT_COL Percent of Column Frequency 2.6741 1.859474  
DK/RF Don't know/No answer PCT_COL Percent of Column Frequency 66.46893 71.58921