Table A3-42
Standard Mail from Publishers
Reaction to Mail Piece by Familiarity and Shape
(Percentage of Pieces)
Postal Fiscal Years 1987, 2007 and 2008
(Diary Data)
BL_F A341ROW _NAME_ _LABEL_ C1Y1 C1Y2 C2Y1 C2Y2 C3Y1 C3Y2
Previous customer Letter size envelope PCT_ROW Percent of Row Frequency 67.27762 68.92867 49.25904 47.82316 23.35204 19.97742
Previous customer Larger envelope PCT_ROW Percent of Row Frequency 70.83185 66.06121 53.72708 56.80482 25.25853 24.60513
Previous customer Catalog PCT_ROW Percent of Row Frequency 73.18981 67.76229 64.71453 51.83892 22.91522 17.63066
Previous customer ALL OTHER PCT_ROW Percent of Row Frequency 78.36293 77.15661 72.2982 68.97896 14.01386 10.51251
Organization known Letter size envelope PCT_ROW Percent of Row Frequency 34.91813 33.13879 11.88918 11.35434 2.538151 2.153711
Organization known Larger envelope PCT_ROW Percent of Row Frequency 42.06267 26.75708 17.36592 17.72626 4.775072 2.187542
Shape Read
(Immediately and Set Aside)
Found Useful Will Respond Organization known Catalog PCT_ROW Percent of Row Frequency 37.38748 37.32925 22.84852 16.29815 0 2.188681
Organization known ALL OTHER PCT_ROW Percent of Row Frequency 52.81248 51.01807 41.8396 36.64717 2.98895 3.346458
1987 2007 2008 1987 2007 2008 1987 2007 2008 Organization unknown Letter size envelope PCT_ROW Percent of Row Frequency 37.72915 35.60786 11.80388 5.582242 2.014285 3.471244
Previous customer:                   Organization unknown Larger envelope PCT_ROW Percent of Row Frequency 32.20681 26.13566 9.582601 8.88806 4.596441 0
Letter size envelope 77.2 67.3 68.9 54.1 49.3 47.8 31.9 23.4 20.0 Organization unknown Catalog PCT_ROW Percent of Row Frequency 15.90484 33.50471 12.90545 14.53599 0 3.061044
Larger envelope 68.8 70.8 66.1 44.8 53.7 56.8 25.8 25.3 24.6 Organization unknown ALL OTHER PCT_ROW Percent of Row Frequency 32.59539 39.73527 13.09722 23.09544 3.386143 2.786374
Catalog 78.7 73.2 67.8 72.7 64.7 51.8 22.1 22.9 17.6 Don't know/No answer Letter size envelope PCT_ROW Percent of Row Frequency 22.02522 14.7241 12.5812 7.389367 9.441948 8.327299
Organization known:                   Don't know/No answer Larger envelope PCT_ROW Percent of Row Frequency 33.50386 25.40884 14.55528 23.68386 7.544701 19.67847
Letter size envelope 34.2 34.9 33.1 20.8 11.9 11.4 5.7 2.5 2.2 Don't know/No answer Catalog PCT_ROW Percent of Row Frequency 39.65549 48.21814 36.84182 5.716494 11.56288 5.495661
Larger envelope 31.3 42.1 26.8 13.3 17.4 17.7 7.7 4.8 2.2 Don't know/No answer ALL OTHER PCT_ROW Percent of Row Frequency 23.8564 24.22328 19.06544 19.06089 4.187068 4.403844
Catalog 48.3 37.4 37.3 31.1 22.8 16.3 5.4 0.0 2.2  
Organization unknown:                    
Letter size envelope 31.3 37.7 35.6 13.5 11.8 5.6 3.7 2.0 3.5  
Larger envelope 35.8 32.2 26.1 13.9 9.6 8.9 7.4 4.6 0.0  
Catalog 46.0 15.9 33.5 16.7 12.9 14.5 6.9 0.0 3.1  
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.