To print a copy of the glossary for easy reference: PC users - hold down the"Ctrl" key and "p" at the same time. Mac users - hold down open apple key and "p" at the same time.
bangtail – that little piece of paper on the back of an envelope that gets removed via perforation and is another opportunity to get your advertising message seen. Commonly seen on credit card envelopes that are included with your monthly invoice.
BCS (barcode sorter) – a mail-processing machine that reads barcodes on mail and automatically sorts the pieces.
BRC – Business Reply Card.
BRE – Business Reply Envelope.
BRM (Business Reply Mail) – a service that enables mailers to receive First-Class Mail® back from customers by paying postage only on the mail actually returned to them by their customers.
break-even point – the minimum number of sales a Direct Mail campaign must generate in order for the direct marketer to recover associated costs of the campaign.
buckslip – a single sheet of paper inserted in a Direct Mail piece that's usually used to deliver another offer within the package.
control – the mail package format/creative that's done the best for you; the one that's yielded the greatest response.
cleaned list – one that is free of duplication and unwanted names/addresses.
database – can be as simple as a card file; a collection of information stored in a computer medium that can be easily accessed and manipulated.
demographics – those characteristics that define a particular group of people, including HHI, age, education level, family size, etc.
font – the collection of all letters, numbers, punctuation marks, etc. within a certain size and style.
fulfillment house – a company specializing in responding to and tracking orders sold through Direct Mail.
HHI – household income.
indicia – a preprinted marking on each piece of a Standard Mail (A) (formerly known as "Bulk" or "Third Class") that shows payment of postage by the sender.
insert – any item, such as a brochure or pamphlet, that is placed in a Direct Mail package.
Johnson Box – the top part of the letter, set above the body of the letter, that states the main message of the offer in a compelling way; the letter's "headline."
layout – the arrangement of text blocks, headlines and graphics on a page.
lettershop – a company that personalizes, labels, sorts and stuffs envelopes in preparation for Standard Mail (A).
lift note – a folded sheet that is a "last chance" to deliver an advertising message. Usually written by a person other than the main writer of the letter. Good place for a testimonial.
list broker – an individual or company that brings together owners of lists and the Direct Mailers who use them.
list compiler – an individual or company that specializes in gathering names, addresses and information from a variety of sources to produce a customized list of prospective customers.
live stamp/live postage – a "normal" stamp which a consumer would use, as opposed to metered mailings.
mechanical – a term for a camera-ready paste-up of artwork. It includes type, photos, line art, etc., all on one piece of artboard.
merge – the process of combining two or more lists into a single one using the same sequential order, then sorting them together, usually by ZIP Code®.
merge/purge – the technique used to combine names, addresses and related data from various mailing lists to identify and eliminate duplicate names for a single mailing or to create a marketing database.
OCR (optical character reader) – a computerized mail processing machine that scans addresses on mail and applies the proper barcode.
overs (or overruns) – the portion of a print run that exceeds the quantity specified in the purchase order.
perf – perforation.
precancelled stamps – stamps cancelled by printing across the face before they are sold to mailers.
premium – a free gift sent to a potential customer either with the mail piece (front-end) or after the prospect has responded (back-end).
prepress proofs (also known as "off-press proofs") – these are made by photomechanical or digital means in less time and at lower cost than press proofs.
psychographics – these are characteristics, habits, attitudes, lifestyle and behavior patterns that can help you identify your audience, or eliminate the names of those who aren't.
purge – the process of eliminating duplicates and/or unwanted names from one or more lists.
return-on-investment (ROI) – anticipated profits above costs incurred.
saddle stitching – stapling a publication from the back to the center.
service bureau – a company specializing in such computer services as mail list management and merge/purge operations.
shelf life – the length of time before an item (such as a catalog) becomes obsolete.
sorting – in Direct Mail, the arrangement of pieces in a bulk mailing by ZIP Code® to facilitate processing and more reliable delivery.
Standard Mail (A) – formerly known as "Third Class" or "Bulk" mail.
OE – outer envelope. The envelope that your package will be delivered in. Usually, a "teaser" line is on the front to entice the recipient to open your letter.
RFM (recency/frequency/monetary) – a key formula used with most databases. It lets direct marketers know the recency and frequency of purchasing, and the amount of money spent by the people in their database.
suppress – using information on one or more lists to remove duplication of specific names before a mailing, or to eliminate those undesirable names.
tracking – the maintenance of records concerning various aspects of mailings, e.g., response rate, date mailed, location of respondents, etc.
typesetter – an individual or company that generates high-resolution text and graphics. The typesetter can produce the high-quality output needed to produce professional-looking printed matter.
unders – the number of pieces by which a printing run is short of the quantity specified in the purchase order.
web press – a press that prints on rolls (or webs) of paper instead of single sheets.
white space – areas on a page that have no printing on them.
window envelopes – envelopes having an opening through which an address printed on an insert is visible.
