Table A3-38
Standard Mail from Department Stores
Reaction to Mail Piece by Familiarity and Shape
(Percentage of Pieces)
Postal Fiscal Years 1987, 2007 and 2008
(Diary Data)
BL_F BL_B _NAME_ _LABEL_ C1Y1 C1Y2 C2Y1 C2Y2 C3Y1 C3Y2
Previous customer Letter Size Envelope PCT_ROW Percent of Row Frequency 71.47463 77.26853 62.71604 67.24157 27.57474 26.64875
Previous customer Larger Envelope PCT_ROW Percent of Row Frequency 73.88399 77.65585 71.21453 61.91131 25.55682 24.98734
Previous customer Other/Don't Know/No answer PCT_ROW Percent of Row Frequency 78.08003 74.38853 74.58558 69.21551 18.10491 28.18996
Previous customer Catalog (not in envelope) PCT_ROW Percent of Row Frequency 78.25651 79.64439 77.14051 74.73782 21.44065 24.47442
Previous customer Postcard PCT_ROW Percent of Row Frequency 76.36296 82.75066 70.13873 80.27432 24.68844 26.47258
Previous customer Flyers/Circulars PCT_ROW Percent of Row Frequency 78.17781 78.95006 75.5722 74.2812 27.02251 26.38995
Shape Read
(Immediately and Set Aside)
Found Useful Will Respond Previous customer Magazines/Newsletters PCT_ROW Percent of Row Frequency 71.64152 83.24767 73.08348 75.10949 18.40656 23.44816
Organization known Letter Size Envelope PCT_ROW Percent of Row Frequency 31.27581 31.04379 12.54996 10.626 2.555153 0
1987 2007 2008 1987 2007 2008 1987 2007 2008 Organization known Larger Envelope PCT_ROW Percent of Row Frequency 12.97403 41.9024 17.19354 45.4411 0 19.46483
Previous customer:                   Organization known Other/Don't Know/No answer PCT_ROW Percent of Row Frequency 11.88144 20.58534 30.37877 37.8488 0 11.5872
Catalog (not in envelope) 68.0 78.3 79.6 70.7 77.1 74.7 18.4 21.4 24.5 Organization known Catalog (not in envelope) PCT_ROW Percent of Row Frequency 49.51388 36.17239 33.61555 32.81818 4.79304 12.09241
Flyers/Circulars 59.0 78.2 79.0 64.2 75.6 74.3 18.2 27.0 26.4 Organization known Postcard PCT_ROW Percent of Row Frequency 28.77329 37.13626 15.76106 11.59677 7.76614 0
Organization known:                   Organization known Flyers/Circulars PCT_ROW Percent of Row Frequency 41.41056 42.35904 22.57966 27.59101 4.148888 7.988397
Catalog (not in envelope) 38.1 49.5 36.2 26.9 33.6 32.8 7.2 4.8 12.1 Organization known Magazines/Newsletters PCT_ROW Percent of Row Frequency 66.5727 0 18.07282 10.13832 2.366985 0
Flyers/Circulars 24.0 41.4 42.4 22.9 22.6 27.6 4.7 4.1 8.0 Organization unknown Letter Size Envelope PCT_ROW Percent of Row Frequency 29.35079 64.90618 21.5181 29.71424 19.44315 22.67031
Organization unknown:                   Organization unknown Larger Envelope PCT_ROW Percent of Row Frequency 37.1104 46.76202 37.35179 46.76202 0 46.76202
Catalog (not in envelope) 23.5 49.6 38.7 20.6 22.2 18.8 13.7 3.4 0.0 Organization unknown Other/Don't Know/No answer PCT_ROW Percent of Row Frequency 19.52773 20.39007 19.52773 59.48711 0 0
Flyers/Circulars 31.2 17.9 23.6 17.8 4.3 13.7 5.3 7.2 2.4 Organization unknown Catalog (not in envelope) PCT_ROW Percent of Row Frequency 49.62129 38.70219 22.18334 18.82675 3.361914 0
NOTE: Percentages represent row percentages within each familiarity and shape category;
these do not sum to 100 due to the inclusion of multiple questions in this table. 
Organization unknown Postcard PCT_ROW Percent of Row Frequency 16.26865 25.06882 2.995443 29.07671 0 9.5837
Organization unknown Flyers/Circulars PCT_ROW Percent of Row Frequency 17.86584 23.61868 4.265638 13.69809 7.195884 2.352841
Organization unknown Magazines/Newsletters PCT_ROW Percent of Row Frequency 70.71759 0 70.71759 0 38.83003 0
Don't know/No answer Letter Size Envelope PCT_ROW Percent of Row Frequency 48.58575 30.9593 35.74873 17.89192 1.803079 9.580386
Don't know/No answer Larger Envelope PCT_ROW Percent of Row Frequency 23.90821 0 25.11853 0 2.863696 0
Don't know/No answer Other/Don't Know/No answer PCT_ROW Percent of Row Frequency 18.74376 44.81581 18.74376 50.69008 26.18953 0
Don't know/No answer Catalog (not in envelope) PCT_ROW Percent of Row Frequency 19.77332 21.32309 9.642388 13.41307 0.880701 1.886566
Don't know/No answer Postcard PCT_ROW Percent of Row Frequency 13.7398 41.72032 13.7398 35.88362 0 15.87814
Don't know/No answer Flyers/Circulars PCT_ROW Percent of Row Frequency 21.52369 17.93159 14.99779 16.47572 1.958911 3.22664
Don't know/No answer Magazines/Newsletters PCT_ROW Percent of Row Frequency 24.62951 0 47.92113 0 28.52863 0