The Direct Mail Fall Out Model explains the gradual loss (fall out) of readership, in different stages, as recipients absorb the contents of a direct mailing.
It imagines a mailing sent to 100 recipients, which results in a number of new respondents, customers, or applicants.
The Direct Mail Fall Out Model explains how many potential respondents you can expect to lose through the three stages of casual Readership, Consideration of the offer, and finally Commitment to respond.