Table A3-45
Standard Mail from Credit Card Companies
Reaction to Mail Pieces 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 63.7 40.4 38.1 39.6 24.0 24.1 14.9 3.9 3.9
   Larger than
   Letter size envelope
53.0 38.4 37.6 38.6 25.3 25.6 2.3 3.5 5.6
Organization known:                  
   Letter size envelope 37.9 15.5 14.4 18.7 5.0 5.7 7.0 1.3 1.4
   Larger than
   Letter size envelope
32.8 16.6 13.5 12.9 5.2 4.4 3.0 1.5 0.4
Organization unknown:                  
   Letter size envelope 36.7 15.9 13.8 19.8 4.4 4.0 3.2 0.5 1.4
   Larger than
   Letter size envelope
21.3 8.4 29.0 19.1 1.8 8.7 2.7 0.4 4.1
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. 
  Fluctuations may be due to small sample sizes.