Table A3-43
Standard Mail from Publishers
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:                  
   Letter size envelope 77.2 68.5 67.3 54.1 48.1 49.3 31.9 18.9 23.4
   Larger envelope 68.8 65.5 70.8 44.8 45.9 53.7 25.8 22.1 25.3
   Catalog 78.7 73.0 73.2 72.7 57.9 64.7 22.1 16.9 22.9
Organization known:                  
   Letter size envelope 34.2 31.2 34.9 20.8 13.4 11.9 5.7 2.8 2.5
   Larger envelope 31.3 32.6 42.1 13.3 14.6 17.4 7.7 0.8 4.8
   Catalog 48.3 37.4 37.4 31.1 26.8 22.8 5.4 7.4 0.0
Organization unknown:                  
   Letter size envelope 31.3 31.1 37.7 13.5 11.0 11.8 3.7 4.5 2.0
   Larger envelope 35.8 32.6 32.2 13.9 6.4 9.6 7.4 1.5 4.6
   Catalog 46.0 31.8 15.9 16.7 8.0 12.9 6.9 3.9 0.0
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. 
  Fluctuations may be due to small sample sizes.