Table A3-27
Standard Mail Pieces from Credit Card Industry
Response to Mail Piece by Familiarity With Organization
(Percentage of Pieces)
Postal Fiscal Years 1987, 2006 and 2007
(Diary Data)
Familiarity   Read Immediately     Set Aside     Found Useful     Will Respond  
1987 2006 2007 1987 2006 2007 1987 2006 2007 1987 2006 2007
Previous customer 51.4 38.2 36.5 7.2 3.4 3.0 40.0 26.2 26.1 9.3 4.5 4.9
Organization known 28.4 14.6 12.8 7.9 1.6 1.7 17.7 5.2 5.4 5.6 1.3 1.3
Organization unknown 30.2 14.6 14.8 4.2 0.4 1.4 21.3 4.2 5.3 7.8 0.5 1.8
NOTE: Percentages represent row percentages within each familiarity category;
these do not sum to 100 due to the inclusion of multiple questions in this table.