Table A3-38
Standard Mail from Department Stores
Reaction to Mail Piece by Shape
(Percentage of Pieces)
Postal Fiscal Years 1987, 2006 and 2007
(Diary Data)
Shape  Read Immediately  Set Aside Found Useful
1987 2006 2007 1987 2006 2007 1987 2006 2007
Letter size envelope 53.3 64.2 62.2 2.5 1.7 1.9 37.4 52.1 54.0
Larger than
Letter size envelope
45.8 63.3 64.3 10.2 2.3 2.5 40.8 56.6 64.8
Postcard 56.9 69.8 64.1 1.3 2.8 3.8 48.5 61.8 61.2
Catalog not in envelope 45.9 60.2 61.7 15.8 11.0 12.2 62.5 64.5 71.3
Flyers 42.4 62.6 66.0 6.1 5.5 5.7 51.2 64.8 68.0
Shape Will Respond Percentage of Pieces Received
1987 2006 2007 1987 2006 2007
Letter size envelope 12.3 22.4 22.5 8.8 7.6 8.2
Larger than
Letter size envelope
10.9 25.4 22.5 3.6 7.2 8.6
Postcard 12.3 20.5 21.4 3.3 12.8 12.4
Catalog not in envelope 17.1 18.0 19.6 40.8 30.8 29.3
Flyers 15.4 21.7 23.9 42.5 36.0 36.1
NOTE: Percentages represent row percentages within each shape category;
these do not sum to 100 due to the inclusion of multiple questions in this table.