Potter also encouraged direct mailers to use first-class mail rather than standard, or business-class, mail as a way to increase impact with direct marketing customers.
"Consumers know the difference between first and standard," he said.
Potter added that a proposal to enable the tracking of business mail dubbed "Confirm" is currently being reviewed by the U.S. Postal Service's Postal Rate Commission. "We expect a decision by fall on pricing," Potter said, perhaps in time for the USPS Fall 2002 Postal Forum.