A
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Accordion fold
Two or more parallel folds in a letter so it opens like an accordion.)
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Active Subscriber
An individual who is a current subscriber to a particular magazine or any other type of publication.)
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Address accuracy
The percentage of matches that a company database attains when compared with a national address database.)
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Address block
The format in which name and address are printed on top of letters.)
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Address Service Requested
An endorsement which, when printed below the return address in the upper left-hand corner of the mailing piece, authorizes the USPS to provide, for a fee, the known new address of a person no longer at the address to which the piece was mailed.)
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Addressed Admail
Canada Post Corporations category for bulk or third-class postage that applies to large quantities of identical pieces that are prepared for mailing before being delivered to the post office.')
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Advance Deposit Account
A debit account into which a mailer deposits funds that are maintained by the USPS and from which postage is later deducted at the time of mailing. (Also called trust account.)
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Appointment rate
Percentage of qualified direct mail leads that result in a sales appointment or demonstration.)
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Attrition rate
The rate at which customers do not renew their orders, usually expressed as a percentage of active customers.)
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Automation
Mail that can be scanned and processed by automated mail processing equipment such as a barcode sorter. )
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B
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Back End
All the activities necessary to complete a mail order transaction once an order has been received.)
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Balloon Rate
A rate charged for Priority Mail and Parcel Post items that weigh less than 20 pounds and measure more than 84 inches but no more than 108 inches in combined length and girth. )
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Bangtail
Promotional return envelope featuring a perforated slip of paper beneath the flap. Readers tear off, complete and include this slip in the return envelope.)
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BANT
The acronym for typical lead qualification criteria
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Bar Code
The nine-digit ZIP code translated into a coding structure of vertical bars and half bars used in order to speed the sorting of mail and enabling mailers to take a discount on postage.)
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Bill insert
A slip of paper, printed on one or both sides, and inserted into the envelope that contains a customers bil. Also called a bill stuffer and statement stuffer.')
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Bind-In
A promotional reply device or order form that is stitched into the gutter of a catalog or magazine.)
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Bingo card
A reply card inserted in a magazine and used by readers to request free samples and literature from businesses who advertised in the issue. Many advertisers are listed on the reply card. Readers circle the advertisers they are interested in (much as bingo players circle winning numbers on their bingo card).)
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Blacklist
A list of domains or IP addresses that are known to be, or are thought to be, operated by spammers.)
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Bleed
In printing, the extension of colour to the edge of the page, accomplished by printing on oversized paper and trimming the excess.)
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Blow in
A promotional card inserted into a magazine during assembly, which falls onto the floor as you read the magazine.)
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Body copy
The main portion of a written sales pitch, separate from headlines and illustrations, containing descriptions, features, benefits and offers.)
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Bounce back
An offer included in the fulfillment package that is sent to a customer in response to an order.)
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Bounce rate
The percentage of visitors to a website who leave (bounce away) without getting any deeper into your site. Each page has its own bounce rate.)
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BRC
Business Reply Card.)
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BRE
Business Reply Envelope.)
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Broadside
A single sheet of paper, printed on one side or both, folded for mailing or direct distribution, and opening (much as a broadside daily newspaper does) into a single, large advertisement.)
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Buckslip
Slip of paper the size of a dollar bill, inserted into a direct mail fundraising package, reiterating the main points of the letter, or describing something else, such as planned giving or monthly giving opportunities.)
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Bulk Mail
The term is generally used to describe presorting mail including Presorted First-Class Mail and Standard Mail.)
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Business List
Any list of individuals or companies based on a business-related interest, inquiry,
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Business Mail Entry Unit (BMEU)
The area of a postal facility where mailers present bulk, presorted, and permit mail for acceptance. The BMEU includes dedicated platform space, office space, and a staging area on the workroom floor. )
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Business Reply Card (BRC)
A card included in a mailing to simplify reader response. One side contains an order request form, the other side features the return address and pre-paid postage.)
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Business Reply Envelope (BRE)
A self-addressed envelope whose postage is paid for by the organization that prints it.)
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C
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Call out
A short section of copy, usually rendered in bold or larger typeface, and often set off from the main text, that emphasizes key features, benefits or other key messages.)
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Call to action
Copy that encourages the reader to respond, and describes how (by mailing in a reply card or phoning a toll-free number, for example).)
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Card deck
One mailing consisting of a series of postcards, each promoting a different product or service.)
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Carrier
The envelope that contains the letter and other contents of your direct mail message. Also called a carrier envelope or outer envelope.)
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Carrier Route Presort
Mail that is sorted into a bundle for delivery to a specific delivery route. The mail carrier performing delivery breaks down the bundle at the delivery post office. For example, all books going to Rural Route #2, Pontiac, Illinois, would go directly to the mail carrier assigned to that route in one bundle.)
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Carrier Route Presort Mail
Mail sorted by carrier route to qualify for discount postage rates. The mail requires no primary or secondary distribution. The term is a general descriptor of the available rates for this type of preparation, which includes Enhanced Carrier Route Standard Mail, carrier route Periodicals, and carrier route Bound Printed Matter. (Also called Enhanced Carrier Route Standard Mail.))
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Cash buyer
A direct mail buyer who encloses payment with an order.)
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CASS
An acronym for Coding Accuracy Support System, a program by which USPS approves software vendors and other information service providers to provide certified Zip+4 and address correction services to the general public. Mailing lists must be verified and corrected using CASS certified software in order to qualify for automation discounts.)
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Cheshire Label
A print out that is usually 4 names and addresses across by 11 names down. A special Cheshire machine must be used to cut the labels, apply the glue, and then affix the label to the mailing pieces. You should check with your mail house to make sure that they can use this format.)
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Cheshire labels
Address labels printed on specially prepared paper and mechanically affixed to mailing envelopes one at a time.)
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Circulation
The total number of copies of a magazine, newspaper or newsletter that are distributed.)
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Cleaning
The process of correcting or removing names from a mailing list.)
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Clickthroughs
Readers who clicked a tracked link in an HTML email message.)
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Close rate
Percentage of sales appointments that translate into a sale.)
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Closed-face envelope
An envelope that does not have a window.)
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Cluster selection
A list selection technique in which groups of names (clusters) are taken from a list in a series. A cluster selection on an nth name basis, for example, might select the first 10 names out of every 100 names.)
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Co-op mailing
Offers from two or more businesses in the same envelope, with each business sharing the mailing costs.)
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Compiled list
Names and addresses that are compiled into a list from directories, newspapers, trade show registrations and other sources, to group prospects who share something in common.)
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Compiled List
A list gathered from directories, newspapers, public records, etc. identifying people or organizations with common characteristics.)
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Computer Service Bureau
A company that will maintain lists for list owners. Services may include
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Consumer List
Any list of individuals at home addresses who have bought merchandise, subscriptions, given to a non-profit, etc.)
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Continuation
An order from a mailer who has previously tested or used the list within 12 months and is using it again.)
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Continuity program
A program in which products or services are bought as a series of small purchases over time, often shipped at regular intervals. Recipies and book-per-month programs are good examples.)
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Control
Current and most successful direct mail package against which all other packages are tested to see which package performs best.)
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Controlled circulation
Distribution at no charge of a publication (such as a trade journal) to individuals or businesses based on their job title or industry. Readers qualify to receive the publication based on their ability to purchase or influence the purchase of products and services advertised in the publication. (See Paid Circulation.))
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Conversion rate
The ratio of inquiries that convert to buyers. Used in two-step direct mail programs, such as trial offers and lead generation programs.)
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Cost Per Piece
Cost to produce each individual mail piece in a promotional mailing. Usually includes writing, design, printing, list rental and postage. Calculated by dividing total costs by the number of pieces mailed.)
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Counts
This is the number of addresses that fit a certain criteria in your chosen target market.)
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Coupon
Slip of paper included in a direct mail package, which the buyer or inquirer returns to the advertiser, usually in a postage-paid business reply envelope.)
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CPI (Cost Per Inquiry)
A simple formula that tells you how much money you spent to generate one sales inquiry. Calculated by dividing the cost of your mailing by the number of inquiries (not sales orders) received.)
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CPM (Cost Per Thousand)
One of the most common measurements in advertising and direct marketing. Tells you how much you must spend to communicate your sales message to one thousand people. The M in CPM stands for Mille, the Roman numeral used to represent 1,000.)
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CPO (Cost Per Order)
Similar to Cost Per Inquiry except that it measures your cost to generate a sale (an order) rather than an inquiry. Calculated by dividing the cost of your mailing by the number of sales completed.)
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Cross sell
Encourage customers to buy products from other departments or categories beyond the initial offering. Encouraging the buyer of a car insurance policy to buy house insurance as well, for example.)
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D
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Data card
Detailed description of a mailing list, supplied by list brokers and list owners.)
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Decoy
A unique name inserted into a mailing list so that the list owner can verify that the mailing list is used according to the terms of the list rental agreement. If a business mails letters to a rented list more times than it is allowed to, the list owner will know because the decoy names in the list will receive each mailing, and notify the list owner of what is going on.)
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Decoy
A unique name inserted into a mailing list to track the usage of the list, since most lists are purchased for one-time usage only.)
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Delivery Point Barcode
An extended barcode allowing mail to be sorted in the order in which it is delivered by the postal carrier.)
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Demographics
Social and economic information about human populations including age, sex, income, education, type of residence, ownership of cars, etc.)
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Destination Entry Discount
A postage discount for depositing mail at specific postal facilities (e.g., delivery unit or bulk mail center) that are closer to the final destination of the mail. ))
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Dimensional (Dim) Weighting
Postage rate for Priority Mail packages, addressed to zones 5-8, that exceed one cubic foot. Based on the higher of two rates
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Direct Mail
Using the US Postal Service to deliver your message. Can be used for consumer and for business-to-business offers.)
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Double Opt-In The process of requiring subscribers to an email list to confirm their membership befo
Drop date
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Dupe
Short for duplicate. Identical or almost identical names that appear more than once in a mailing list.)
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Duplex lasering
Laser printing on the front and back of a letter or promotional piece.)
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Duplicate Identification (See Merge-Purge)
The process of merging together two or more lists available on computer tape. This permits the identification of duplicates for separate handling, i.e., purging or mailing again as multibuyers.)
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E
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Enhancement
Any additional information that can be appended to a list to increase its value to the mailer.)
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Envelope stuffer
Promotional material enclosed in an envelope with business letters, bills, invoices or statements.)
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Exchange
A transaction where two mailers exchange equal quantities of mailing list names.)
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F
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File
A structured collection of customer records.)
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Flap
An extra panel added to a standard size sheet of paper and folded over. Used to highlight the offer, or act as a tear-off response device.)
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Flyer
A single sheet of paper, usually not folded, with copy and images on one or both sides.)
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FPO (For Placement Only)
Term placed over images or copy during the creative stage to indicate where an image or block of copy, yet to be created, will appear.)
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Free ride
A second promotional piece added to a scheduled mailing so that it mails without incurring additional postage.)
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Free-standing insert
A promotional piece loosely inserted or nested within the pages of a newspaper or magazine.)
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Frequency
The number of times a customer has ordered within a given time frame.)
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Front end
All the activities necessary to generate an inquiry or an order.)
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Fulfillment
The process of responding to inquiries and orders from people who responded to a direct mail promotion. Includes sending information, shipping products and billing for products ordered.)
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Full Letter Tray
A tray filled at least 85% full with faced, upright pieces. Each tray must be physically filled to capacity before the filling of the next tray. A tray with less mail may be prepared only if less
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H
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Hard Bounce
An e-mail that has bounced back to the sender undelivered without having been accepted by the recipient
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HHI
Household Income.)
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Hotline List
The most recent names available on a list, typically names added within the last three months.)
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Hotline Names
Most recent buyers on a list.)
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House list
A list of names and addresses that a company has compiled from inquiries, orders or acquisition, used to promote the companys products and services.')
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Housefile
Commonly referred to as a customer list
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I
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Indicia
Imprinted designation on mail that denotes postage payment (e.g., permit imprint).)
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Indicia
A unique printed artwork box in the top right corner of an envelope, authorized by the post office, indicating that postage has been paid by the mailer.)
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Indicia
The preprinted marking on each piece of mail in a bulk mailing showing that postage has been paid for by the sender.)
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Inquiry
A person who has requested more information about a product or service, but has not bought yet.)
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Inquiry
A list of those consumers that have only inquired about your services, but have not actually purchased anything.)
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Insert
Any item, such as a brochure or pamphlet, that is placed in a Direct Mail package.)
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J
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John Samples
Sample direct mail packages addressed to a fictitious John Sample of Any Street, Any City, and kept by the mailer as a record of the look and contents of each mailing.)
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Johnson Box
Copy placed at the top of a letter and surrounded by a box or other graphic element, usually highlighting benefits or the offer, to persuade prospects to read on. Named after Frank Johnson, American direct mail pioneer, who invented the device to promote magazine subscriptions in the 1970s.)
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K
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Key code
A group of letters or numbers (or combination of letters and numbers), colours or other marks, usually placed on order forms or reply cards, to help mailers measure the effectiveness of their mailing lists, offers, creative, timing and other variables.)
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Key Code
A code, such as letters or numbers that are added to the mailing label to accurately test response rates and the quality of the list ordered.)
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Key Code (key)
Group of letters and/or numbers, colors or other markings used to identify, measure and track the specific effectiveness of media, lists, advertisements and offers, or any part thereof.)
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Known Office of Publication
The business office of a Periodicals publication that is in the city where the original entry for Periodicals mailing privileges is authorized.)
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L
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Labels
Paper printed with a name and address that is affixed to a mailing piece and serve as the mailing address vehicle. Different types of labels include
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Letter
Envleope with contents
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Lettershop
A business that prepares, assembles, sorts, addresses and mails direct mail packages.)
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Lettershop
A company that will assemble and insert the various printed elements of a direct mail piece, label, sort, tag and deliver the mailings to the post office for mailing. The lettershop will provide the mailer with written proof of delivery to the U.S. Postal Service.)
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Lift note
Also called a lift letter. A second letter included in a direct mail package to reiterate the main points of the letter, or to give other incentives or reasons for responding. Often signed by a celebrity or person of influence.)
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List
Also called a mailing list. Names and addresses of individuals or businesses who share a common characteristic (such as all being golfers, or all being purchasing managers at industrial chemical firms).)
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List broker
A specialist who helps one company use the list of another company. Services include research, selection and recommendation of lists.)
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List Cleaning
The process of updating a list in order to remove any undeliverable addresses. Other cleaning activities could include removing duplicates, bad debts, names on the DMA Mail Preference Service, prison ZIPs, etc.)
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List compiler
An individual, service bureau or business that assembles mailing lists from directories, government records and other public sources.)
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List Maintenance
The ongoing process of keeping a mailing list up-to-date, by adding, editing and deleting data.)
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M
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Magalog
A mail order catalog containing articles, editorials and paid advertising, making it resemble a magazine.)
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Magnetic Tape
A storage device for electronically recording and reproducing definited bits of data.)
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Mail Date
The date when a list user, by prior agreement with the list owner, is obligated to mail a specific list. No other date is acceptable without specific approval of the list owner.)
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Mail Preference Service (DMA MPS)
The Direct Marketing Association (DMA) offers a service for individuals who want their names removed from mailings lists so they will stop receiving direct mail.)
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Mailing Permit
Permission to mail at bulk (presorted) rates. )
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membership
subscription or purchase.')
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Merge-Purge
To combine two or more lists for list enhancement, suppression or duplicate elimination using a computerized matching process.)
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Merge/purge
The act of combining (merging) two or more lists into one list while removing (purging) duplicate names.)
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Merge/Purge
The process of combining two or more lists into one while, at the same time, identifying and removing any duplicates.)
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Meter Tape
A piece of adhesive paper that is fed through a postage meter and imprinted with postage. The meter tape is then applied to a mailpiece (usually a large envelope or parcel that is too big to fit through the postage meter).)
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Minimum Order Requirement
A stipulation stating that payment of a given amount will be paid regardless of quantity order.)
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Multiple buyer
A customer who has bought on more than one occasion. Also called a Multi-Buyer or Repeat Buyer.)
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Multiple Buyer
A person who has made a direct-mail purchase on two or more different occasions; also known as multibuyer or repeat buyer.)
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N
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National Change of Address (NCOA)
A service provided by the U.S. Postal Service, through licensed computer service bureaus, that enables mailers to make any necessary address corrections prior to their mailing being dropped. The mailer provides a magnetic tape that is run against the national change of address bank and then is returned to the mailer with all the corrections made.)
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NCOA (National Change of Address)
A service of the USPS to improve the accuracy of mailing addresses. The NCOA file is compiled from change of address cards filled out and submitted by those who are relocating in order to have their mail forwarded to a new address. Mailing lists can be matched against this file in order to update delivery addresses. This service is provided by vendors licensed with the USPS or their business partners.)
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Negative option
A direct mail buying option in which the customer agrees to receive and pay for products or services at regular intervals (such as receiving a book a month) unless the customer tells the company in advance not to ship the product. (See Positive Option, below).)
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Net Name Arrangement
An agreement made prior to or at the time of ordering a list, whereby the list owner agrees to accept adjusted payment for less than the total names shipped to the list user. Basis for agreement can be for a percentage of names shipped or names actually mailed, whichever is greater, or for those names actually mailed without a percentage limitation. Running charges may or may not be applicable.)
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Net Names
The number of names remaining after a merge/purge eliminates all duplicates.)
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Nixie
A mailing piece returned to the sender by the post office because of an incorrect or undeliverable name or address.)
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Nixie
A bad address, a mailing piece returned to the mailer by the USPS under proper authorization, because of an incorrect or undeliverable name and address.)
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Nixies
Pieces of mail returned as undeliverable as addressed)
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Non-name addressing
The process of addressing mailings to a job title (president, chief executive officer, owner) rather than to a person by name.)
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Nonmachinable Surcharge
A surcharge applied to Parcel Post packages that cannot be sorted on mail processing equipment because of size or weight. These mailpieces must be processed manually. Also First-Class Mail letters that are square, rigid or have one or more nonmachinable characteristic are subject to the nonmachinable surcharge.)
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Not Flat-Machinable
Standard Mail pieces not meeting flat-size requirements, are charged higher rates than a flat (large envelope) but lower than a parcel rate)
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Nth name
The method of testing the pulling power of a list by selecting and mailing to a representative sampling of the list. The list owner or broker selects every 5th name, 20th name or other variable (Nth name) that provides a valid representation.)
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Nth Name
A fractional unit of selection that is repeated in sampling a mailing list. For example, every 5th name on a list is used.)
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Nth Name Selection
A fractional unit that is repeated in sampling a mailing list. For example, in an every 10th sample,TRUE, 11th, 21st, 31st, etc., or, 2nd, 12th, 22nd, 32nd, etc.)
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O
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Offer
The incentive that you give prospects to motivate them to respond to your mailing, either by placing an order or by taking the next step in the sales process.)
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One-time usage
The stipulation in a list rental agreement that the advertiser will mail to the names on the list once only.)
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Overline
The headline in a letter, usually placed on a line over the salutation.)
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Oversized Rate
Parcel Post rate for pieces exceeding 108 inches but not more than 130 inches in combined length and girth. )
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P
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Package
The total of all elements that go into one promotional mailing (outer envelope, letter, brochure, reply device, business reply envelope, and so on).)
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Package insert
Any promotional piece included in a product shipment. It may be for refills and replacements from the same company, or for products and services from other companies.)
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Paid circulation
Distribution of a magazine, newsletter or other publication to individuals or organizations who have paid for a subscription. (See Controlled Circulation.))
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Pandering List
A list of individuals who have reported receipt of sexually offensive literature to the USPS in order to ensure that the same mailer cannot mail to them again except under penalty of law and pending criminal charges.)
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Pass along
The readership of a newspaper, magazine or direct mail letter other than the addressee. In publishing, the pass along readership is always higher than the readership.)
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Peel-off label
A self-adhesive label enclosed in a mailing package, intended to be removed and attached to an order card.)
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