| Table A3-41 Standard Mail from Mail Order Companies Reaction to Mail Piece by Familiarity and Shape (Percentage of Pieces) Postal Fiscal Years 1987, 2006 and 2007 (Diary Data) |
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| Shape | Read (Immediately and Set Aside) |
Found Useful | Will Respond | |||||||
| 1987 | 2006 | 2007 | 1987 | 2006 | 2007 | 1987 | 2006 | 2007 | ||
| Previous customer: | ||||||||||
| Letter size envelope | 65.0 | 57.7 | 59.5 | 52.2 | 41.3 | 54.1 | 18.8 | 14.2 | 14.4 | |
| Larger than Letter Size Envelope |
74.3 | 66.1 | 66.5 | 58.7 | 53.2 | 51.1 | 27.1 | 19.5 | 19.7 | |
| Catalog | 74.9 | 77.8 | 75.9 | 70.3 | 72.5 | 73.4 | 25.1 | 16.6 | 17.8 | |
| Organization known: | ||||||||||
| Letter size envelope | 34.2 | 26.8 | 41.0 | 13.3 | 11.7 | 25.3 | 5.6 | 2.8 | 12.0 | |
| Larger than Letter Size Envelope |
44.5 | 32.2 | 38.4 | 27.0 | 13.8 | 13.6 | 9.7 | 3.1 | 4.6 | |
| Catalog | 44.6 | 53.8 | 48.9 | 31.5 | 34.6 | 32.5 | 6.7 | 3.3 | 5.7 | |
| Organization unknown: | ||||||||||
| Letter size envelope | 29.4 | 34.4 | 29.4 | 7.0 | 13.6 | 5.5 | 6.7 | 5.6 | 2.6 | |
| Larger than Letter Size Envelope |
32.9 | 29.5 | 24.4 | 14.2 | 10.9 | 6.6 | 4.7 | 0.8 | 4.0 | |
| Catalog | 36.8 | 40.7 | 33.5 | 17.7 | 24.9 | 17.4 | 3.5 | 2.7 | 2.5 | |
| 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. |
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| Fluctuations may be due to small sample sizes. | ||||||||||