Table A3-38
Standard Mail from Department Stores
Reaction to Mail Piece by Familiarity and Shape
(Percentage of Pieces)
Postal Fiscal Years 1987, 2008 and 2009
(Diary Data)		 BL_F BL_B _NAME_ _LABEL_ C1Y1 C1Y2 C2Y1 C2Y2 C3Y1 C3Y2
Previous customer Letter Size Envelope PCT_ROW Percent of Row Frequency 77.26853 79.0063 67.24157 73.79443 26.64875 31.18829
Previous customer Larger Envelope PCT_ROW Percent of Row Frequency 77.65585 80.34435 61.91131 71.89005 24.98734 34.73675
Previous customer Other/Don't Know/No answer PCT_ROW Percent of Row Frequency 74.38853 81.39241 69.21551 73.34908 28.18996 25.87726
Previous customer Catalog (not in envelope) PCT_ROW Percent of Row Frequency 79.64439 79.2049 74.73782 79.17274 24.47442 26.09323
Previous customer Postcard PCT_ROW Percent of Row Frequency 82.75066 84.31084 80.27432 75.77516 26.47258 26.84229
Previous customer Flyers/Circulars PCT_ROW Percent of Row Frequency 78.95006 80.11 74.2812 77.15365 26.38995 29.06865
Shape Read
(Immediately and Set Aside)		 Found Useful Will Respond Previous customer Magazines/Newsletters PCT_ROW Percent of Row Frequency 83.24767 79.56318 75.10949 77.18846 23.44816 20.43149
Organization known Letter Size Envelope PCT_ROW Percent of Row Frequency 31.04379 47.87847 10.626 0.916102 0 0
1987 2008 2009 1987 2008 2009 1987 2008 2009 Organization known Larger Envelope PCT_ROW Percent of Row Frequency 41.9024 70.23599 45.4411 70.23599 19.46483 0
Previous customer:                   Organization known Other/Don't Know/No answer PCT_ROW Percent of Row Frequency 20.58534 100 37.8488 0 11.5872 0
Catalog (not in envelope) 68.0 79.6 79.2 70.7 74.7 79.2 18.4 24.5 26.1 Organization known Catalog (not in envelope) PCT_ROW Percent of Row Frequency 36.17239 54.24073 32.81818 33.79024 12.09241 9.288102
Flyers/Circulars 59.0 79.0 80.1 64.2 74.3 77.2 18.2 26.4 29.1 Organization known Postcard PCT_ROW Percent of Row Frequency 37.13626 30.24877 11.59677 16.12731 0 0
Organization known:                   Organization known Flyers/Circulars PCT_ROW Percent of Row Frequency 42.35904 36.88615 27.59101 22.96605 7.988397 0
Catalog (not in envelope) 38.1 36.2 54.2 26.9 32.8 33.8 7.2 12.1 9.3 Organization known Magazines/Newsletters PCT_ROW Percent of Row Frequency 0 21.33825 10.13832 0 0 0
Flyers/Circulars 24.0 42.4 36.9 22.9 27.6 23.0 4.7 8.0 0.0 Organization unknown Letter Size Envelope PCT_ROW Percent of Row Frequency 64.90618 85.41706 29.71424 2.600626 22.67031 0
Organization unknown:                   Organization unknown Larger Envelope PCT_ROW Percent of Row Frequency 46.76202 100 46.76202 0 46.76202 0
Catalog (not in envelope) 23.5 38.7 79.0 20.6 18.8 37.4 13.7 0.0 7.9 Organization unknown Other/Don't Know/No answer PCT_ROW Percent of Row Frequency 20.39007 100 59.48711 100 0 0
Flyers/Circulars 31.2 23.6 28.1 17.8 13.7 10.5 5.3 2.4 0.0 Organization unknown Catalog (not in envelope) PCT_ROW Percent of Row Frequency 38.70219 78.9955 18.82675 37.3514 0 7.863758
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. 		 Organization unknown Postcard PCT_ROW Percent of Row Frequency 25.06882 45.02483 29.07671 13.3143 9.5837 13.3143
Organization unknown Flyers/Circulars PCT_ROW Percent of Row Frequency 23.61868 28.13142 13.69809 10.45301 2.352841 0
Organization unknown Magazines/Newsletters PCT_ROW Percent of Row Frequency 0 0 0 0 0 0
Don't know/No answer Letter Size Envelope PCT_ROW Percent of Row Frequency 30.9593 21.84361 17.89192 23.4558 9.580386 10.45617
Don't know/No answer Larger Envelope PCT_ROW Percent of Row Frequency 0 14.10938 0 14.10938 0 33.6047
Don't know/No answer Other/Don't Know/No answer PCT_ROW Percent of Row Frequency 44.81581 9.487809 50.69008 9.487809 0 12.57601
Don't know/No answer Catalog (not in envelope) PCT_ROW Percent of Row Frequency 21.32309 16.04549 13.41307 19.1092 1.886566 8.259837
Don't know/No answer Postcard PCT_ROW Percent of Row Frequency 41.72032 0 35.88362 0 15.87814 0
Don't know/No answer Flyers/Circulars PCT_ROW Percent of Row Frequency 17.93159 38.20026 16.47572 32.31357 3.22664 5.846375
Don't know/No answer Magazines/Newsletters PCT_ROW Percent of Row Frequency 0 18.57028 0 18.57028 0 22.05307