Postmaster General talks up direct mail

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New York--Despite the upcoming postal increase on June 30, direct mail is gaining in value as an effective way to reach and maintain customers at a time when the use of personal video recorders (PVRs) and e-mail "spam" filters is on the rise, U.S. Postmaster General John E. "Jack" Potter said in his keynote address Monday at the DM Days 37th Annual Marketing Conference and Exposition in New York.

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.

--Carol Krol

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