Table A3-19
Standard Mail Usefulness of Mail Pieces by Familiarity With Organization
(Percentage of Pieces)
Postal Fiscal Years 1987, 2006 and 2007
(Diary Data)
Reaction to Advertising Previous Customer Organization Known Organization Not Known Total
1987 2006 2007 1987 2006 2007 1987 2006 2007 1987 2006 2007
Useful 62.5 59.6 58.6 25.9 17.8 17.1 14.8 12.5 10.3 40.2 36.9 37.9
Interesting 21.7 13.6 12.5 31.7 16.9 15.9 24.4 12.5 11.7 22.0 12.8 12.3
Not interesting 10.6 22.9 25.1 32.9 56.3 58.9 46.7 63.9 66.7 21.3 35.6 37.2
Objectionable 2.2 3.2 3.3 6.7 8.3 7.7 10.7 10.6 10.2 4.6 5.4 5.2
Don't know/No answer 3.1 0.7 0.5 2.8 0.7 0.5 3.4 0.5 1.0 12.0 9.3 7.4
   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
Note: Totals may not sum to 100 due to rounding.
  Includes pieces for which no response was given for familiarity with institution.