Table A3-39
Standard Mail from Department Stores
Reaction to Mail Piece by Familiarity and Shape
(Percentage of Pieces)
Postal Fiscal Years 1987, 2006 and 2007
(Diary Data)
Shape Read
(Immediately and Set Aside)
Found Useful Will Respond
1987 2006 2007 1987 2006 2007 1987 2006 2007
Previous customer:                  
   Catalogs Not In Envelope 68.0 78.2 78.3 70.7 73.3 77.1 18.4 21.1 21.4
   Flyers 59.0 76.9 78.2 64.2 75.0 75.6 18.2 25.5 27.0
Organization known:                  
   Catalogs Not In Envelope 38.1 54.5 49.5 26.9 28.4 33.6 7.2 3.4 4.8
   Flyers 24.0 34.0 41.4 22.9 18.9 22.6 4.7 5.5 4.1
Organization unknown:                  
   Catalogs Not In Envelope 23.5 40.8 49.6 20.6 21.9 22.2 13.7 4.4 3.4
   Flyers 31.2 40.3 17.9 17.8 16.2 4.3 5.3 0.0 7.2
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. 
  Fluctuations may be due to small sample sizes.