Table A4-6 Response Rates To Advertising: First-Class Ad Only vs. Standard Mail Envelopes and Cards� (Percentage of Pieces) Postal Fiscal Years 1987, 2006 and 2007 (Diary Data)
Industry	1987		2006		2007
	First	Standard Mail	First	Standard Mail	First	Standard Mail
Financial:
Credit card	5.8	8.0	3.1	2.6	5.7	3.0
Bank	8.0	8.9	4.1	2.5	4.9	2.8
Securities broker	14.3	9.0	10.3	6.8	2.4	6.5
Money Market*	9.8	5.3	9.9	7.5	1.0	8.3
Insurance Company	8.9	6.6	6.7	3.8	5.7	3.1
Mortgage*	4.7	3.5	2.0	1.5	2.6	1.5
Merchants:
Department store	9.5	12.0	16.4	20.6	19.1	21.7
Mail order	13.5	15.4	12.3	11.0	11.1	11.9
Other store	13.1	12.8	10.4	17.5	14.0	16.9
Publisher	19.6	18.7	10.1	10.8	11.5	12.8
Land promotion*	10.6	2.9	0.9	0.9	0.0	1.5
Online auction	N/A	N/A	N/A	N/A	36.4	6.6
Restaurant*	2.2	15.9	32.8	24.1	16.4	24.4
Consumer packaged goods*	16.1	28.7	9.3	15.0	6.8	14.3
Auto dealers*	4.1	7.2	2.6	4.4	2.6	5.2
Services:
Telephone	6.7	15.1	7.5	4.0	4.0	3.0
Other Utility*	8.0	12.7	13.0	12.1	16.9	11.9
Medical	21.2	10.2	8.0	7.6	9.3	7.5
Other professional*	20.7	14.3	8.3	8.5	10.5	6.7
Leisure service	16.8	8.7	11.2	11.0	13.1	10.6
Cable TV	7.8	13.4	14.1	3.1	4.6	2.9
Computer	8.1	15.8	9.6	3.7	4.7	3.1
Social/Charitable/Political/Nonprofit ‚	20.4	18.5	8.3	14.0	10.5	14.1
Total Percentage of "Will Respond"	13.4	15.1	8.2	10.5	8.5	10.8
to Advertising Pieces ƒ
�All Standard Mail percentages are based on Standard Mail except social/charitable/political
/nonprofit which is based on Standard Mail nonprofit
‚Includes medical nonprofit mail after 1992.
ƒTotal Percentage for Standard Mail includes Nonprofit.
*   Fluctuations may be due to small sample sizes