| /m | Per Thousand. |
| /mm | Per Million. |
| A.i.d.a | A Guide To Creating Copy For A Direct Mail Campaign. The Letters Stand For Get Attention, Arouse Interest, Stimulate Desire, Ask For Action. |
| Aa | Authors Alterations, I.e., Changes Other Than Corrections Made By A Client After The Proofing Process Has Begun. |
| Abandoned Call | When A Caller Hangs Up Before The Call Is Answered Or When Put On Hold. |
| Above The Fold | Part Of A Web Page Or E-mail Message That Can Be Seen Without Scrolling. A Newspaper Term Referring To Text At The Top Of The Page, Literally Above The Fold. |
| Above The Line | Advertising Using High Profile Media Such As Television And Newspapers. |
| Absorbency | The Capacity A Paper Has For Accepting Liquids, Like The Inks Or Water Used To Run Offset Lithographic Presses. |
| Access Time | The Time Taken By A Computer To Find Or Store A Piece Of Information And Act Upon It. |
| Accordion Fold | Type Of Zigzag Fold That Makes Paper Open Up Like An Accordion, As Opposed To A Letter Fold Or 'roll Fold.' |
| Acd | See Automatic Call Director. |
| Acid-free Paper | Paper Manufactured On A Machine With The Wet-end Chemistry Controlled To A Neutral Or Slightly Alkaline Ph. |
| Acquisition Mailing | A Fundraising Package Mailed To Prospects To Acquire Them As New Members Or Donors. |
| Action Devices | Techniques Used In A Marketing Piece To Generate A Response By The Reader. |
| Active Donor | A Donor Whose Last Gift Was Received Within The Last 12 Months. Some Organizations Stretch That Time Period Out To 18 Or 24 Months. |
| Actives | Members Whose Subscriptions Have Not Yet Expired, Or Listed Customers Who Have Made Purchases Within A Year. |
| Address Accuracy | The Percentage Of Matches That A Database Attains When Compared With A National Address Database. |
| Address Block | The Format In Which Name And Address Are Printed On Top Of Letters. |
| Address Service Requested | A Message Appearing On Mailing Envelopes That Authorizes The Post Office To Charge The Sender A Fee For Providing A New Address (where Known) Of A Donor Or Member No Longer At The Address On The Mailing Piece. |
| Addressed Admail | Canada Post Corporation's 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. |
| Affiliate | A Marketing Partner That Promotes Your Products Or Services Under A Payment-on-results Agreement. |
| Affinity | Meaningful Connection Between A Group Of People And The Offer Being Made To Them. |
| Alignment | The Degree Of Agreement, Conformance And Consistency Among Organizational Purpose, Vision And Values; Structures, Systems, And Processes; And Individual Skills And Behaviors. |
| Alphanumeric | A Set Of Characters That Contains Letters And Numbers, And Perhaps Punctuation Marks, Such As A Key Code: Jun-0909-l21. |
| Alternate Delivery | Methods Of Delivering Direct Mail Or Sample Products To Households Without Using The United States Postal Service. |
| Annual Appeal | Either The Only Fundraising Letter, Or The Most Important Fundraising Letter, Mailed During The Year, Usually By Organizations That Do Not Have A Direct Mail Fundraising Program. Usually Mailed At Christmas. |
| Annual Fund | Gifts Received By A Non-profit Organization To Support (in Whole Or In Part) Yearly Budgets And General Operations. |
| Aov (average Order Value) | The Average Amount Of Each Customer Order. |
| Application Service Provider (asp) | A Company That Provides A Web-based Service Wherein The Clients Don’t Have To Install Software On Their Own Computers. All Tasks Are Hosted Or Performed On The Asp’s Servers. |
| Aqueous Coating | A Water-based Coating Applied After Printing To Give A Gloss, Dull Or Matte Finish, And Help Prevent The Ink From Rubbing Off. |
| Area Bundles | One Of Three Ways A Mail House Can Pre-sort The Mailing Before Delivery To Royal Mail To Receive Postage Discounts. Sorted By Postcode Range Or Sorting Division. Ascii: A Computer Language Used By Pc Programmers To Create Software (including Direct Marketing Software). Ebcdic Is Its Equivalent In Mainframe Computing. |
| Ask | The Request Or Appeal Being Made In A Fundraising Letter. Often Called 'the Ask.' |
| Ask String | In A Fundraising Letter, The Sequence Of Values Found On The Reply Card That Lets Donors Chose The Amount They Wish To Donate, Usually Expressed In A Currency. For Example: "25 [ ] "35 [ ] "50 [ ] Other ______ |
| Assigned Mailing Dates | Agreed Dates A Rented Database List Should Be Mailed. Other Dates Are Not Acceptable Without The List Owners Permission. |
| Attrition | Loss Of Donors Because They Die, Move, Lose Their Job, Change Their Giving Priorities Or For Other Reasons Can No Longer Donate. |
| Attrition Rate | The Rate At Which Donors Do Not Renew Their Gifts, Usually Expressed As A Percentage Of Active Donors. |
| Authentication | An Automated Process That Verifies An E-mail Sender’s Identity. |
| Automatic Call Director (acd) | A Computer Which Handles Incoming Calls. An Acd Directs The Calls To An Inbound Communicator. If All Communicators Are Busy, The Acd Plays A Tape Recording And Directs The Call To The Next Available Communicator. |
| Automatic Call Distributor (acd) | A Programmable Solution That Automatically Accepts Calls, Places Those Calls In A Queue, Distributes The Calls To Agents, Plays “on-hold” Announcements And Offers Reports On These Activities. |
| Automation-compatible Mail | Mail That Meets Post Office Guidelines For Processing By Automated Equipment, Such As Barcode Scanners And Sorting Machines. |
| Average Gift | In A Direct Mail Fundraising Campaign, The Total Money Received Divided By The Total Number Of Gifts Received. |
| Average Order Value | A Simple Mathematical Formula Used To Establish The Average Order Value. The Total Revenue Generated From A Program Divided By The Total Number Of Orders Equals The Average Order Value. |
| Back End | Upselling A Direct Marketing Campaign Respondent (i.e. Converting A Prospect To A Buyer Or Converting A Buyer To A Repeat Buyer). |
| Back Test | A Test Mailing Designed To Reproduce, And Therefore Confirm, The Results Of A Recent Direct Mail Test. Also Called A Retest Or Confirming Test. Usually Run When The Results Of A Test Fall Within An Acceptable Range But Do Not Give The Mailer Enough Confidence To Roll-out To The Entire List. |
| Back-end Premium | A Free Gift Offered To Donors In Exchange For A Donation, Often A Donation Above A Stated Amount. |
| Bad Pay | Subscription Or Membership Offers Which Are 'bill Me' But Are Cancelled When They Are Not Paid. |
| Bangtail | Return Envelope With A Reply Form Attached To The Flap. The Reply Form Tears Off And Is Returned In The Envelope. Also Referred To As A 'hot Potato.' |
| Bangtail Envelope | An Envelope With An Extra Flap Which People Can Tear Off To Use As The Response Device. |
| Bant | Acronym For Budget, Authority, Need, And Time Frame. Generally Used When Discussing Sales Lead Generation And Categorizing Prospects. |
| Barcode | 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. The Usps Has Asked Mailers To Switch To A Four-state Barcode, Which Would Replace The 30-plus Codes Used Throughout The Postal System Currently. |
| Base Rate | The Cost To Rent A List Sans Any Additional Selects. |
| Batched Job | A Job That Is Grouped With Other Jobs As Input To A Computer System, Unlike A Transaction Job Entry Where Each Job Is Run Individually To Completion. |
| Batching | The Gathering And Organizing Of Incoming Orders. |
| Below The Line | Advertising Using Low Profile Media Such As The Internet Or Direct Mail. |
| Benchmark | A Measurement Or Standard That Serves As A Point Of Reference By Which Process Performance Is Measured. |
| Benchmarking | A Structured Approach For Identifying The Best Practices From Industry And Government, And Comparing And Adapting Them To The Organization’s Operations. Such An Approach Is Aimed At Identifying More Efficient And Effective Processes For Achieving Intended Results, And Suggesting Ambitious Goals For Program Output, Product/service Quality, And Process Improvement. |
| Best Practices | The Processes, Practices Or Systems Identified In Public And Private Organizations That Performed Exceptionally Well And Are Widely Recognized As Improving An Organization’s Performance And Efficiency In Specific Areas. |
| Bill Enclosure | Promotional Material Enclosed With A Bill, An Invoice Or A Statement. |
| Bind-in | A Promotional Reply Device Or Order Form That Is Stitched Into The Gutter Of A Print Publication, Such As A Donor Newsletter Or Annual Report. |
| Bingo Card | A Reply Card Inserted In A Magazine And Used By Readers To Request Free Samples And Literature From Organizations 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). |
| Blacklist | A List Developed By Anyone Receiving Or Processing E-mail On Its Way To A Recipient That Includes Domains Of Ip Addresses Of E-mailers Suspected Of Sending Spam. |
| Bleed | In Printing, The Extension Of Colour To The Edge Of The Page, Accomplished By Printing On Oversized Paper And Trimming The Excess. |
| Blind Embossing | Stamping Raised Letters Or Images Into Paper Using Pressure And A Die, But Without Using Foil Or Ink To Add Color To The Raised Areas. |
| Blow In | A Promotional Card Inserted Into A Magazine During Assembly (which Falls Onto The Floor As You Read The Magazine). |
| Blueline | A Printer’s Proof, Actually Blue On White Paper. All Aas And Corrections Should Have Been Made Prior To Seeing A Blueline. |
| Body Copy | The Text In An Advertisement Or Direct Mail Piece Following The Headline Which Contains Features, Benefits, Sales Arguments, And The Offer. |
| Bounce | The Consistent Inability To Reach Someone At A Given E-mail Address. Bounces Can Happen For Myriad Reasons Including: An Incorrect E-mail Address, The Recipient’s Mailbox Is Full, The Server Is Down, Or The System Detects Spam Or Offensive Content. Also See Soft Bounce And Hard Bounce. |
| Bounce Back | Reply Piece Included In The Package Delivering The Products Ordered Or Information Requested. It Often Contains Another Offer. |
| Bounce Rate | In Email Fundraising, The Percentage Of Visitors To A Website Who Leave (bounce Away) Without Getting Any Deeper Into The Site. Each Page Has Its Own Bounce Rate. |
| Bpi | See Bytes Per Inch. |
| Brc | Business Reply Card. |
| Bre | Business Reply Envelope. |
| Break-even | The Point In A Business Project When Income Equals Expenses. |
| Brightness | The Reflectivity Of Pulp, Paper Or Paperboard Under Test Conditions. |
| 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. |
| Brp | Business Reply Post. |
| 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. |
| Bulk Mail | Officially Called Standard Mail. Class Of Mail For Sending Large Quantities Of Similar Items Where Postage Is Calculated On Weight, Shape, Thickness, And Quantity. Less Expensive Than First Class. |
| Bulk Mail Center (bmc) | A Highly Mechanized Mail Processing Plant That Distributes Standard Mail In Piece And Bulk Form. |
| Burst | To Separate Continuous Form Paper Into Individual Sheets. |
| Business List | Any List Of Individuals Or Companies Based On A Business-related Interest, Inquiry, Membership, Subscription Or Purchase. |
| Business Mail Entry Unit (bmeu) | The Area Of A Postal Facility Where Mailers Present Bulk, Presorted And Permit Mail For Acceptance. |
| Business Reply Card (brc) | A Card Included In A Mailing To Simplify Reader Response. One Side Contains A Response Form That The Donor Completes, The Other Side Features The Return Address And Pre-paid Postage. |
| Business Reply Envelope (bre) | A Self-addressed Envelope Whose Postage Is Paid For By The Organization That Prints It. |
| Business-to-business (b-to-b Or B2b) | Is The Exchange Of Services, Information And/or Products From One Business To Another. |
| Byte | Sequence Of Adjacent Binary Digits Operated Upon As A Unit And Usually Shorter Than A Computer Word. A Character Is Usually Considered A Byte. A Single Byte Can Contain Either Two Numeric Characters Or One Alphabetic Or Special Character. |
| Bytes Per Inch (bpi) | Characters Represented By Bytes Per Inch, Often Used In Magnetic Tapes. |
| C.p.i | See Cost Per Inquiry. |
| C.p.m | See Cost Per Thousand. |
| C.p.o | See Cost Per Order. |
| C.t.o | Contribution To Overhead (profit). |
| C/a | Change Of Address. |
| Caging | The Process Of Recording Gift Amount, Date Of Gift, Donor Name And Other Data From A Direct Mail Fundraising Campaign. Taken From The 19th Century Post Office Practice Of Placing Sorted Mail Into Small Wire Enclosures, Called Cages. |
| Calendering | The Process Of Smoothing A Sheet Of Dried Paper By Pressing It Between The Highly Polished Metal Cylinders. |
| 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 Points About The Case For Support, Benefits Of Donating, Or Other Key Messages. |
| 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). |
| Call To Action (cta) | Part Of The Written Message That Tells The Reader To Respond And Provides An Easy Means Of Doing So, With A Toll-free Number For Example. |
| Caller-entered Digits | Numbers That Callers Enter Using The Keypads On Their Telephones. |
| Can-spam Act | The U.s. Law Regulating Commercial E-mail. The Acronym Stands For Controlling The Assault Of Non-solicited Pornography And Marketing Act Of 2003. |
| Card Deck | A Cooperative Pack Of Postcards, Usually Mailed In A Clear Poly Outer, That Is Used In Both Consumer And Business-to-business Direct Marketing. The Postcard, Which Either Orders The Product Or Asks For More Information, Can Be Mailed Back To The Individual Advertiser. |
| Carrier | The Envelope That Contains The Letter And Other Contents Of Your Direct Mail Message. Also Called A Carrier Envelope Or Outer Envelope. |
| Carrier Route | A Group Of Addresses That A Mail Carrier Can Deliver To In A Single Day. Carrier Routes 'roll Up' Into Zip Codes. There Are Roughly 15 Zip Codes Per Carrier Route. |
| Carrier Route Sort | The Process Of Arranging A Mailing List In The Order Of A Postal Carrier’s Delivery Route. The Usps Gives Additional Postage Discounts For This Sorting. |
| Cash Buyer | A Buyer Who Encloses Payment With An Order. |
| Cash Rider | An Order Form That Offers Instalment Terms, But A Postscript Offers The Option Of Sending Full Cash Payment With The Order For A Saving Over The Total Instalment Price. Cash Rider Is Also Called 'cash Up' Or 'cash Option'. |
| Cashiering | Processing And Depositing Donations Received In Response To A Direct Mail Appeal. |
| Catalog | A Book Or Booklet Showing More Than One Product; Graphics And Text Display Merchandise With Prices. |
| Catalog Bind-ins | Freestanding Advertising Pieces Glued Into The Seam Of A Catalog Or Magazine. |
| Catalog Blow-ins | Freestanding Inserts Nested Inside Catalogs Or Magazines. |
| Catalogue | A Book Or Booklet Showing More Than One Product; Graphics And Text Display Merchandise With Prices. |
| Cell(s) | In Reference To Lists, A Cell Is A Statistical Unit Or Units; A Group Of Individuals Selected From A File On A Common Basis. |
| Cells | In List Terminology, A Cell Is A Statistical Unit Or Units A Group Of Individuals Selected From A File On A Common Basis And Isolated As A Group. |
| Chaid (chi-squared Automatic Interaction Detection) | A Statistical Method Of Determining Statistically Meaningful Splits In Various Data Fields Or Variables. It Also Is Sometimes Referred To As A Tree Algorithm. |
| Challenge-response System | An Anti-spam Program That Requires A Human Being On The Sender’s End To Respond To An E-mailed Challenge Message Before The Message Can Be Delivered To Recipients. |
| Chemical Pulping | Manufacturing Pulp By Pressure-cooking Wood Or Other Raw Fibrous Material With Solutions Of Various Chemical Liquors. |
| Cheshire Labels | Paper That Has Printed Names And Addresses Which Are To Be Mechanically Affixed Individually To Each Mailing Piece. The Types Of Paper Include Fanfold, Accordion Fold, Etc. |
| Chromalin | A Color Proofing System, Usually The Final Color Proof Before Going On The Press. |
| Circulars | A Printed Advertisement In Any Medium. Circulars Can Include Printed Offers Sent Out By Direct Mailers. |
| Circulation | Distribution Count For A Publication, Including Paid And Unpaid Subscriptions. This Is The 'reach' Of A Publication. |
| Cleaning | Process Of Removing Unwanted Data From A Mailing List, Including Undeliverable Addresses And Duplications. |
| Cleansing | In List Management, Refers To The Process Of Removing Or Altering A Name And Address Inside A List. The List Detail May Be Out Of Date, May Have Moved Categories Or May Have Been Incorrectly Entered. |
| Click-and-mortar | A Store That Has An Online Presence As Well As An Actual Building. |
| Clickstream | The Record Of A User’s Internet Activity Including Web Sites Visited, Length Of The Visit And What Pages Were Viewed. |
| Clickthrough | A Clickthrough Occurs When A Recipient Clicks On A Link Included In An E-mail. |
| Clickthrough Rate (ctr) | The Total Number Of Clicks On E-mail Links Divided By The Number Of E-mails Sent. |
| Clickthroughs | The Number Of People Who Click A Link In An E-mail Message. Can Be Used To Calculate The 'clickthrough Rate' For An E-mail Message. |
| Close Rate | In Lead Generation, The Percentage Of Sales Calls Resulting In A Sale. |
| Closed-face Envelope | An Envelope Without An Address Window. The Address Is Printed Directly On The Envelope Or On Labels Affixed To The Envelope. |
| 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. |
| Cmyk | Abbreviation For The Four Process Color Inks: Cyan, Magenta, Yellow And Black. Also Known As Four-color Process Color. |
| Coa Or Chad | Change Of Address. |
| Coated Paper | Paper With An Outer Layer Of Coating Applied To One Of Both Sides, Available In A Variety Of Finishes, Such As Gloss, Dull And Matte. |
| Codecutter/chiphead | A Programmer Who Writes Computer Software. |
| Coding | Identifying Marks Used On Response Coupons To Identify The Mailing List, Version Of Mailing, Or Other Differentiation Within The Mailing. |
| Coding Accuracy Support System (cass) | Created By The U.s. Postal Service To Ensure The Accuracy Of Software Programs Used By Service Bureaus To Check Addresses And Code Mailings For Delivery. |
| Collate | To Assemble Individual Elements Of A Mailing In A Sequence For Inserting Into A Mailing Envelope. |
| Color Proofing | Proofs Made From The Separate Plates In Color Process Work. |
| Color Separation | Literally Separating The Areas Of A Piece To Be Printed Into Its Component Spot And Process Ink Colors. |
| Commerce Server | Web Software That Runs Some Of The Main Functions Of An Online Storefront Such As Product Display, Online Ordering And Inventory Management. The Software Works In Conjunction With Online Payment Systems To Process Payments. |
| Commercial Database Management | Professional Management Of Large Compiled Databases For List Segmentation And Rental. |
| Commercial E-mail | Marketing Or Sales-oriented E-mail That’s Sent In Bulk. |
| Commission | A Percentage Of Sale Agreed Upon Between The List Owner And The List Manager/ Broker For Their Part In Selling A List Rental. |
| Compile | A Process Where A Computer Translates A Series Of Instructions Written In A Programming Language Into Actual Machine Language. |
| Compiled List | Any List Of Names And Addresses That Can Be Compiled From A Variety Of Different Sources Including Newspapers, Directories, Public Records And Retail Sales Slips, Which Identify Groups Of People With Common Traits. |
| Completed Calls | An Outbound Call Where The Target Of The Call Has Come To A Decision Regarding The Offer; Accepting, Rejecting, Remaining Undecided Or Requesting Additional Information |
| Computer Personalisation | To Print Letters And Other Promotional Material Using Names, Addresses And Special Phrases' Extracted From A Computer Database. Computer Personalisation Attempts To Make The Promotional Material Suit Specific Individuals. |
| Computer Record | Information Stored On Magnetic Tape Or Disk. In Direct Marketing Addresses And Names Of Individuals And Companies. |
| Computer Service Bureau | A Facility Either Internal Or External To A Company, Which Provides Specific Or General Data Processing Services. |
| Computer Service Bureaus | A Company That Will Maintain Lists For List Owners. Services May Include: Updating The List, Merge/purge, Data Overlays And Preparing The List For Mailing Or Rentals. |
| Confirming Test | See Back Test. |
| Consolidator | A Consolidator Accepts Mail For Deposit Within A Particular Type Of Delivery Service. By Grouping Together Mail From More Than One Company, Consolidators Are Often Able To Obtain Higher Volume Discounts Than An Independent Mailer. |
| Consumer | 1. Generally, A Consumer Is Anyone Who Buys A Product Or Uses A Service. 2. In Telemarketing, A Consumer Is Someone Who Can Be Contacted At Their Residence After Work Or On The Weekend. |
| Consumer List | Any List Of Individuals At Home Addresses Who Have Bought Merchandise, Subscriptions, Given To A Nonprofit, Etc. |
| Contact Center | A Site That Houses A Telemarketing Operation. |
| Continuation | An Order From A Mailer Who Has Previously Tested Or Used The List Within 12 Months And Is Using It Again. |
| Continuation Mailing | Mailing A Package To The Remaining Portion Of A Mailing List After Having Tested The Package On A Smaller Portion Of That List. See Rollout. |
| Continuity Program | Arrangement Where Customers Agree To A Series Of Regular, Small Purchases Over Time. For Example, A Series Of Books Shipped And Paid For At A Rate Of One Per Month. |
| Continuous Form | Paper Forms Used In Printing Which Are Folded At Certain Lengths. Letters, Vouchers, Invoices And Cards Can All Be Created Using Continuous Forms. |
| Continuous Stationary | Forms Designed For Computer Printing Which Are Later Trimmed To Size And Collated. |
| Continuous Tone | An Unbroken Range Of Intensities, As Found In Black And White Photographs. |
| Contrast | The Degree Of Difference Between Light And Dark Areas In An Image. |
| Contribution | The Amount Of Money Left Over To Contribute To Overhead Expenses After Deducting For Customer Returns, Cost Of Goods Sold, Direct Selling Expenses And Variable Order-processing Costs. |
| Control | The Most Successful Direct Mail Piece Or Ad, Determined After Testing Against Other Direct Mail Pieces Or Ads. |
| Control Package | A Direct Mail Package (usually A Donor Acquisition Package) That Is The Best Performing So Far, And Against Which All New Packages Are Tested. |
| 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.) |
| Conversion Rate | The Rate At Which Qualified Leads Convert To Sales, Calculated By Dividing The Number Of Closed Leads By The Number Of Qualified Leads Delivered To The Sales Force. |
| Cookies | Software Tools Designed To Save Passwords And Other Data On Someone’s Computer. The Data Can Be Called Up Automatically When The User Shops Online Or Visits Web Sites On Which They’ve Surfed Before, Thus Saving The User Time By Not Having To Re-key Required Data. |
| Co-op Database | Two Or More List Owners Combine Their Lists And Access Each Other’s Names. |
| Co-op Mailing | Where Two Or More Organisations Combine To Make Separate Offers Within The Same Mailing, Each Party Sharing The Mailing Cost. |
| Cooperative Advertising (co-op) | A Grouping Of Freestanding Advertising Pieces From Several Different Mailers Including Direct Mail, Inserts, Stuffers And Card Decks. |
| Cooperative Broker | A Person/company Who Recommends And Takes Orders For Marketers Who Want To Be Part Of A Cooperative Effort. |
| Cooperative Manager | A Person/company Who Sells Space In The Co-op For The Cooperative Owner. |
| Cooperative Owner | A Company That Brings Different Marketers Together Into A Co-op Effort. Services May Include: Printing The Individual Inserts, Combining Them And Mailing Them To Preselected Lists. |
| Copy | The Written Text Used By Marketers To Present Their Offers To The Public. |
| Copy: The Written Portion | The Words—of Your Direct Mail Fundraising Package. |
| Cost Per Inquiry (c.p.i) | Formula Derived By Dividing The Total Cost Of A Mailing Or An Advertisement By The Number Of Inquiries Received. |
| Cost Per Inquiry (cpi) | Formula Derived By Dividing The Total Cost Of A Mailing Or An Advertisement By The Number Of Inquiries Received. |
| Cost Per Order (c.p.o) | Formula Derived By Dividing The Total Cost Of A Direct Marketing Campaign By The Number Of Orders Received. Based On Actual Orders Rather Than Inquiries. |
| Cost Per Order (cpo) | Formula Derived By Dividing The Total Cost Of A Direct Marketing Campaign By The Number Of Orders Received. Based On Actual Orders Rather Than Inquiries. |
| Cost Per Piece | Cost To Produce Each Package (carrier Envelope, Letter, Reply Device, Reply Envelope) In A Mailing. Usually Includes Writing, Design, Printing, List Rental And Postage. Calculated By Dividing Total Mailing Costs By The Number Of Pieces Mailed. |
| Cost Per Thousand (cpm) | Common Rate For List Rentals When Fee Is Based On Actual Orders Rather Than Inquiries. |
| Cost To Raise A Dollar | Popular Measurement Used By Fundraisers To Gauge The Cost Effectiveness Of Their Fundraising Methods. Measures The Amount That Must Be Spent To Raise One Dollar Of Income. Calculated By Dividing Fundraising Campaign Costs By Gross Income. |
| Coupon | Slip Of Paper Included In A Direct Mail Fundraising Package, Which The Donor Completes And Returns To The Sender With A Donation, Usually In A Postage-paid Business Reply Envelope. Also Called A Reply Device. |
| Coupon Clipper | A Person Who Has Expressed Interest In Free Or Nominal-cost Offers Out Of Curiosity, With Little Or No Real Interest In Purchasing The Product. |
| Coupons | A Promotional Device Used By Marketers To Increase Sales Or Store Traffic By Offering A Discount When The Coupon Is Redeemed. |
| Cpi (cost Per Inquiry) | The Cost Of Your Campaign Divided By The Number Of Inquiries You Receive. This Tells You How Much You Have Spent To Acquire One Inquiry Or Potential Buyer. |
| 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. |
| Cpo (cost Per Order) | The Cost Of Your Campaign Divided By The Number Of Orders You Receive. This Tells You How Much You Have To Spend To Acquire One Customer. |
| Crm (customer Relationship Management) | Strategy For Boosting Revenue And Customer Satisfaction By Improving The Customer Experience With A Company And Its Products And Services. |
| Cross Sell | Encourage Established Customers To Buy Different But Related Products. Getting A Computer Buyer To Purchase A Printer, For Example. |
| Currency Exchange | A Service That Changes Money From One Currency To Another. |
| Custom Publisher | Any Publisher Who Will, For A Fee, Create A Publication For A Direct Marketer That Is Most-often Used For Self-promotion Or As A Premium. |
| Customer | Groups Or Individuals Who Have A Business Relationship With The Organization; Those Who Receive And Use Or Are Directly Affected By The Products And Services Of The Organization. |
| Customer Data Integration (cdi) | The Combination Of The Technology, Software, Processes And Services Needed To Achieve A Single, Accurate And Complete View Of The Customer Across Multiple Sources Of Customer Data , Databases And Business Lines. |
| Customer Relationship Management (crm) | A Business Strategy Designed To Optimize Profitability, Revenue And Customer Satisfaction By Organizing The Enterprise Around Customer Segments, Fostering Customer-centric Behavior And Implementing Customer-centric Processes. |
| Customer Service Representative (csr) | A Contact Center Agent; The Person Who Handles Outgoing Or Incoming Customer Contacts. |
| Data | A Display Of Facts, Concepts And Instructions In A Formal Manner Processed Manually Or Automatically. |
| Data Card | Detailed Description Of A Mailing List, Supplied By List Brokers And List Owners. |
| Data Entry | The Entering Of Names, Addresses And Other Information Into A Data Storage And Retrieval System. Data Can Be Entered Via Manual Keying, Electronic Data Transfer Or By Scanning. |
| Data Entry Standard | 1. Design Rules Used When Creating Names And Address Records Which Treat All Elements The Same Way. 2. Rules Used To Delete, Rearrange, Insert, Or Select Any Needed Data. |
| Data Hygiene | The Process Of Keeping Data Up-to-date. Hygiene Tactics Include The Development Of Processes To Capture All Non-delivered Mail And Update The Database Accordingly. |
| Data Mining | The Process Of Identifying Previously Unknown Relationships And Patterns In Data, In Particular Customer Databases, To Solve A Business Problem. |
| Data Overlays | The Matching Of Two Or More Lists That Contain The Same Names Or Addresses But Where One List Adds Additional Data Such As Demographics Or Geographics To The Other. |
| Data Protection Directive | Legislation Regulating The Collection And Dissemination Of Personal Data. The European Data Protection Directive Requires Specific Measures Be Met Before Data Are Transferred Outside The European Union (eu). |
| Database | A File That Is Maintained On A Computer Comprised Of Pertinent Information Such As A Company’s Prospects Or Customers. The File Can Serve Multiple Applications And Be Manipulated For Various Purposes. |
| Database Analysis | Interpreting Information Within The Database To Gain Customer Insight And Improve Marketing Efficiency. |
| Database Call Handling | An Application In Which The Acd Works In Sync With A Computer Database To Process And Route Calls To Appropriate Locations. |
| Database Modeling | Using Statistical Techniques To Predict Future Customer Behavior. |
| Datacard | List Information Including Counts, Demographics, Pricing, Etc. |
| Dead Mail | Mail Sent To An Incorrect Address. The Person Or Company Having Moved, Changed Names, Etc. |
| Debossing | Pressing Letters Or Illustrations Into A Sheet Of Paper Using A Metal Or Plastic Die To Create A Depressed (debossed) Image. |
| 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 Non-profit Organization 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. |
| De-duplication | Controlled Duplication Which Makes Sure That No Matter How Many Times A Name And Address Is On A List, Or How Many Lists Contain That Name And Address, It Will Be Mailed Only Once. De-duplication Can Also Be Called 'dupe Elimination' And 'merge/purge'. |
| Default Salutation | Names On A Database Or Rented List Which Do Not Have Proper Titles. They Need To Be Replaced With A Common Salutation Such As 'dear Sir/madam', 'dear Colleague', Etc. |
| Delay Announcements | On-hold Messaging |
| Delinquent | A Person Who Has Fallen Behind In Their Payments For A Product Or Service. |
| Delivery Date | 1. The Date An Order Is Fulfilled. 2. Date A List User Receives A Specific List Order From The List Owner. |
| Delivery Guarantee | Refers To The Percentage Of The List Guaranteed To Be Correct. The Better The List The More Accurate The Deliverability. |
| Delivery Sequence File (dsf) | A Computerized File Of More Than 125 Million Records Containing All The Addresses The U.s. Postal Service Serves Throughout The U.s. Each Address Record Features Zip+4, Carrier Route, Delivery Sequence, Delivery Type And Seasonal Delivery Information That Can Help Mailers Maintain Accurate And Complete Addresses On The Lists They Own And Rent As Well As Code Their Mail For Walk Sequence Discounts From The Postal Service. |
| Demographics | Social And Economic Information About Human Populations Including Age, Sex, Income, Education, Type Of Residence, Ownership Of Cars, Etc. |
| Die-cutting | Using A Formed, Metal-edged Die To Precision Cut, Or To Cut Shapes Into A Piece Of Paper. |
| Digital Cash | A System That Allows A Person To Pay For Goods Or Services By Transmitting A Number From One Computer To Another. Like The Serial Numbers On Real Dollar Bills, The Digital Cash Numbers Are Unique. Each One Is Issued By A Bank And Represents A Specified Sum Of Real Money. One Of The Key Features Of Digital Cash Is That, Like Real Cash, It Is Anonymous And Reusable. |
| Digital Certificate | An Attachment To An Electronic Message Used For Security Purposes. The Most Common Use Of A Digital Certificate Is To Verify That A User Sending A Message Is Who He Or She Claims To Be, And To Provide The Receiver With The Means To Encode A Reply. |
| Digital Color Proofing | An Off-press Color Proof Produced From Digital Data Without The Need For Separation Films. |
| Digital Printing | A Type Of Printing That Requires No Film Or Plates, Where Digital Information Is Fed Directly Onto The Imaging Units. |
| Digital Wallet | Encryption Software That Works Like A Physical Wallet During Commerce Transactions. |
| Direct Bags | Roal Mail's Terminology For A Larger Pre-sorted Mailing. A Direct Bag Contains Mailing Pieces Totalling At Least 5 Kg In Weight - Including The Bag - Or 300 Articles, All Of Which Carry Addresses That Have Only One Postcode. |
| Direct Bundles | Royal Mail Category In Which Discounts Are Given If Pre-sorted For One Postcode, But Must Number More Than 20 Articles To The Same Postcode, Or The Bundle Be 40 Mm Or More Thick. |
| Direct Entry/injection | Process Of Entering Mail Directly Into Another Country’s Mail Stream. Mail That Is Sent Direct Injection Goes Directly To The Designated Country’s Post Office And Receives A Local Indicia And Return Address. |
| Direct Mail | Medium Used To Deliver Advertising Directly To Postal Addresses, Including Envelopes, Self-mailers, Postcards, Flyers, And Catalogs. |
| Direct Mail Advertising | Any Promotional Advertising Which Travels Through The Post, Or Is Delivered To Mail Boxes By Other Distributors. |
| Direct Marketing | A Planned System Of Contacts Seeking To Produce A Lead Or An Order. Using Any Media, Direct Marketing Requires The Use Of A Database And Can Be Measured In Costs And Results. |
| Direct Response Advertising | Advertising Through Any Medium Inviting Direct Response By Any Measurable Means. Advertising On The Telephone, Through The Mail, Etc. |
| Direct Selling Expenses | All Of The Marketing Expenses, Including Labor, Associated With Producing, Printing And Mailing A Catalog. |
| Dma Tps | See Telephone Preference Service |
| Do Not Call List | List Of People Who Do Not Wish To Receive Telemarketing Calls. |
| Domain Keys | An Anti-spam Software Application In Development By Yahoo! Which Uses A Combination Of Public And Private Keys To Authenticate The Sender’s Domain And Reduce The Chance That A Spammer Or Hacker Will Fake The Domain Sending Address. |
| Donor Acknowledgement | The Act Of Responding To Gifts From Donors, Usually With A Receipt Or Thank-you Letter. |
| Donor Acquisition Cost | The Cost Of A Mailing After Gross Income Has Been Subtracted, Divided By The Number Of Donors Acquired, And Expressed In Dollars And Cents Per Donor Acquired. |
| Donor Conversion | The Process Of Encouraging One-time Donors (usually Acquired Through An Acquisition Mailing) To Give Again And Become Regular Supporters Of The Organization. |
| Donor Cultivation | The Long-term Process Of Nurturing Donors Towards Higher Levels Of Understanding, Commitment And Giving. |
| Donor File | A Computer Database Containing The Names, Addresses And Donation History Of A Non-profit Organization’s Donors. |
| Donor List | A List Of Those Who Have Given Money To Charitable Organizations. |
| Donor Renewal | The Process Of Approaching Individuals Who Have Given Donations Before, Inviting Them To Renew Their Support With Another Gift. |
| Donor Retention | The Process Of Encouraging Donors To Remain Active And Continuing Supporters Of An Organization. |
| Do-not-call Lists | Lists Of Consumers Who Do Not Wish To Receive Telemarketing Calls. |
| Dot Gain | Wet Ink Coming In Contact With Paper And Spreading As It Is Transfers. |
| Dot Whack | A Sticker, Usually Round, That’s Affixed To A Catalog Cover Or Outer Envelope (or Printed Directly On The Outer) That Touts A Special Offer Or Message To Customers. |
| Double Opt-in | The Process Of Requiring Subscribers To An Email List To Confirm Their Membership Before Being Added To The List. Subscribers Opt-in Once By Subscribing To The List, And Opt-in The Second Time By Confirming Their Subscription. |
| Dpi | Short For Dots Per Inch. In Printing, The Number Of Ink Dots That Fit Into A 1' X 1' Square. |
| Dpi (dots Per Inch) | The Number Of Dots That Fit Horizontally And Vertically Into A One-inch Measure. |
| Drop Date | The Calendar Date When A Direct Mail Campaign Is To Be Delivered To The Post Office For Mailing. |
| Drtv | Direct Response Television Is One Of The Liveliest Media In That Is Can Show Products Actually In Use. Unlike Brand Advertising Or General Advertising On Tv--which Is Designed To Create Awareness--drtv Attempts To Change Behavior By Getting People To Call A Toll-free Number Or Log Onto A Web Site. |
| Dull Coated | Finish That Falls Between Glossy And Matte. |
| Dummy | 1. Name Inserted Deliberately Into A List To Verify How The List Is Being Used. 2. A Pre- Production Printed Mock-up Showing How The Final Article Is Likely To Look And Read. |
| Duotone | A Two-color Halftone Image Created With Two Screens, Two Plates, And Two Colors. |
| Dupe | Short For Duplicate. Identical Or Almost Identical Names That Appear More Than Once In A Mailing List. |
| Dupe Rate | The Amount Of Names In A Mailing List Identified As Duplicates, Expressed As A Percentage. |
| Duplex Lasering | Laser Printing On The Front And Back Of A Letter Or Promotional Piece, Usually Performed At The Lettershop. |
| Ebcdic | Computer Language Used In Mainframe Computer Programming Which Is Distinguished From The Ascii Language Used By Smaller Pc's. |
| Ebpp | Abbreviation For Electronic Bill Presentment And Payment, The Process By Which Companies Bill Customers And Receive Payments Electronically Over The Internet. |
| Ecoa | Short For E-mail Change Of Address, A System To Help Update E-mail Address Lists. |
| Electronic Funds Transfer (eft) | The Means By Which A Donor’s Bank Transfers A Donation (usually Monthly) From The Donor’s Bank Account To The Bank Account Of A Non-profit Organization That The Donor Designates. |
| Elemental Chlorine-free (ecf) | Also Known As Molecular Chlorine Free, This Is A Bleaching Process That Doesn’t Use Chlorine Gas. |
| E-mail Appending | A Service That Matches E-mail Addresses To A Database Of Personal Names And Postal Address. |
| E-mail Filter | A Software Tool That Categorizes, Sorts Or Blocks Incoming E-mail, Based On The Sender, The E-mail Header Or Message Content. |
| Emboss | A Process By Which A Dye Is Used For Raising An Area Of Paper To Create Letterforms, Shapes And Textures. |
| Enhancement | Any Additional Information That Can Be Appended To A List To Increase Its Value To The Mailer. |
| Euro | The New Single Currency Of 12 Of The 15 European Union Member States That Make Up The Economic And Monetary Union (emu). |
| Exchange | When Two Mailers Agree To Share Their Lists Via A Trade Rather Than Charging The Regular Fee. |
| Expire | Former Customer Who No Longer Purchases Goods Or Services. |
| File | A Structured Collection Of Customer Records. |
| File Maintenance | Changing, Adding Or Deleting Data In A File To Keep It Up-to-date. Exactly Like 'list Maintenance'. |
| Firewall | A Program Or Programs That Keep Unauthorized Users Or Messages From Accessing A Private Network. |
| Fixed Field | A Method Of Formatting List Information In A Computer File That Puts Every Piece Of Data In A Specific Position Relative To Every Other Piece Of Data. |
| Flash | Animation Technology Used On The World Wide Web. |
| Flash Count | Report That Summarizes The Results Of A Mailing Over A Given Period Of Time, Usually By Response Rate And Average Gift. |
| Flat Rate | A Flat, Or Fixed, Fee To Rent An Entire List/file. |
| Flexography | A Direct (not Offset) Printing Method That Uses Relief Plates, Similar To Rubber Stamps, Which Are Made From Rubber Or Photopolymer. The Flexible Plates Are Wrapped Around A Cylinder On The Printing Press. |
| Flip-card | Cards That Can Be 'flipped' To Display The Next Logical Part Of A Telephone Script In Response To A Customers Questions Over The Phone. |
| Floating Variable | 'personalised' Information That Can Be Placed Anywhere Within A Laser Text, Usually Within A Sentence. |
| Flyer (or Flier) | Promotional Piece Created From A Single Sheet And Usually Not Folded. Smaller Than A Broadside. |
| Foil Stamping | To Cover Paper With A Thin, Flexible Sheet Of Metal Or Other Material. Stamping Separates The Foil From The Plastic And Makes It Adhere To The Paper. |
| Format | The Form In Which A Mailing List Is To Be Presented - This Could Be On A Computer Tape, On Floppy Disks, Etc. |
| Former Donor | Someone Who Has Not Made A Donation For 24 Months Or Longer. Not To Be Confused With A Lapsed Donor. |
| Fpo | For Placement Only. Mark To Indicate The Position Of A Design Element Which Is Not Yet Ready. A Placeholder. |
| Free- Standing Insert | Leaflet Or Other Printed Material Inserted Loose In A Publication Or Mailing Package. |
| Freemium | Free Gift Included In A Mail Package To Increase Response. The Word Is A Spin Off Of 'premium,' Also A Gift But Which Is Usually Given After A Purchase. |
| Freepost | Royal Mail Postal Service Where A Reply Device Can Have Postage Charged To The Original Mailer, Not The Person Who Has Responded Afterwards. |
| Free-standing Insert (fsi) | A Promotional Piece That Is Loosely Inserted Into A Newspaper Or Magazine. |
| Frequency | The Number Of Times An Individual Has Ordered Over A Certain Period Of Time. See Also 'monetary Value' And 'recency'. |
| Friend-of-a-friend | Friend Recommendations. The Result Of One Party Sending In The Name Of Someone Who Might Be Interested In A Specific Advertiser's Product Or Service. |
| Front End | Activities Performed To Produce Responses To A Direct Marketing Program And The Measurement Of Those Activities. |
| Front-end Premium | An Item (such As Return Address Labels) Offered To A Donor In A Direct Mail Package, Usually At No Charge, To Encourage Them To Make A Donation. |
| Fulfillment | All Activities Related To The Processing Of Information Requests And Product/service Orders That Come In Via Mail, Phone, Fax And Internet. Also See Literature Fulfillment, Subscription Fulfillment And Product Fulfillment. |
| Fulfillment Rate | The Percentage Of People Who Give A Donation After Pledging To Do So, Usually Following A Telephone Solicitation That Requests Pledges Instead Of Immediate Cash Gifts. |
| Fundraising Ratio | The Ratio Used To Gauge The Cost-effectiveness Of Fundraising Campaigns And Programs, Usually Expressed As The Ratio Of Cost To Revenue Or Cost To Raise A Dollar. |
| Gatefold | Parallel Folds On Printed Piece Resulting In Flaps Folding Toward Each Other Like A Gate. |
| Geocoding | The Process Of Appending Latitude And Longitude Coordinates To A Database Record So It Can Be Properly Placed On A Geographical Map. |
| Geographics | Any Method Of Subdividing A List, With Geographic Subdivisions; County, Town, State, Scf, Zip Code, Zip+4. |
| Gif | Abbreviation For Graphics Interchange Format, A Graphics File Format Used On The World Wide Web. |
| Gimmick | Attention Seeking Device, Usually Dimensional, Attached To A Direct Mail Printed Piece. |
| Giving Club | A Society Created By A Non-profit That Gives Status And Unique Benefits To Its Members. Membership Is Restricted To Individuals Who Give Above A Certain Level. |
| Glb | Signed Into Law In 1999, The Gramm-leach-bliley Act Regulates How Financial Institutions Can Disclose Consumers’ Personal Information To Non-affiliated Third Parties. Glb Also Requires Financial Institutions To Provide Privacy Notices To Consumers And Customers. |
| Gloss | The Measure Of A Sheet’s Surface Reflectivity. |
| Guarantee | A Pledge Given By The Seller To The Buyer Detailing The Way A Seller Will Make Good His Offer. |
| Halftone | A Printed Picture That Uses Dots To Simulate The Tones Between Light And Dark. |
| Hand-match Insert | The Process Of Hand Inserting Personalized Package Elements, Such As Certificates Of Appreciation, Into Closed-face Mailing Envelopes. |
| Hard Bounce | An Email Message That Permanently Fails To Reach Its Intended Recipient But Instead Returns To The Sender. Causes Include Non-existent Domains And The Recipient Being Unknown. |
| Hexachrome | A Proprietary Color Separation Process, Developed By Pantone, That Uses Six Instead Of Four Process Colors. |
| Hipaa | Under The Health Insurance Portability And Accountability Act, Healthcare Entities Must Take Specific Steps To Protect The Privacy And Personally Identifiable Information Of Their Patients, Including Names And Diagnoses. The Act Is Enforced By The U.s. Department Of Health And Human Services’ Office Of Civil Rights. |
| Hotline List | The Most Recent Additions To A Mailing List Representing Those Who Have Just Made A Purchase And Are Therefore Desirable Customers. |
| Hotline Names | Most Recent Buyers On A List. |
| House List (or House File) | List Of Buyers And Prospects Maintained By A Company. This Is The Most Valuable Asset For Any Direct Marketer. |
| Householding | The Process Of Identifying Individuals On The Customer Database Residing At The Same Address. |
| Html | Abbreviation For Hyper Text Markup Language, Which Is The Language Used For Creating Documents On The World Wide Web. |
| Hyperlink | An Element In An Electronic Document, When Clicked On, Links To Another Place In The Same Document, Or To An Entirely Different Document. |
| Imposition | Assembling Printed Matter In A Way That Results In Pages Appearing In Correct Sequence. |
| Inbound Contacts | Phone Calls, E-mails Or Other Types Of Customer Contacts That Come Into A Contact Center. |
| Inbound Telemarketing | Handling An Incoming Call From A Prospect Or Customer. |
| Incompleted Calls | Outbound Calls In Which The Caller Was Unable To Speak With The Prospect Or Customer Because, For Whatever Reason, They Were Unavailable. |
| Independent Sector | The Part Of The Economy Consisting Of Non-profit Organizations. Also Called The Non-profit Sector. |
| 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. |
| Influencer | In The Business-to-business Environment, A Person Involved In The Buying Decision Process But Who Does Not Make The Final Decision. |
| Ink | A Combination Of Pigment, Pigment Carrier Or Vehicle, And Additives. |
| Ink Absorption | A Paper’s Capacity To Accept Or Absorb Ink. |
| Ink Jet Printing | Printing Technology That Uses Jets Of Ink Droplets Driven By Digital Signals To Print The Same Or Variable Information Directly On Paper Without A Press- Or Copier-like Device. |
| Inkjet | A Type Of Printing That Jets Ink Onto Paper To Produce Text And Graphics. Inkjet Printing Is A Cheaper Alternative To Laser Printing. |
| Ink-jet Printing | Process Performed By Lettershop To Quickly Print Donor Name, Address, Keycode And Other Variable Data On Each Piece Of Mail. |
| Inquiry | Someone Who Has Asked For Literature Or Other Information About A Product Or Service. Unless Otherwise Stated, It Is Assumed No Payment Is Required For The Information. (a Catalogue Request Is Generally Considered To Be A Specific Type Of Inquiry.) |
| Insert | Promotional Piece Placed In An Outgoing Package Or Invoice. |
| Insert Media | Any Means Of Reaching Consumers Via Print Other Than By Using Solo Direct Mail And Space Advertising, Including: Cooperative Mailings, Card Decks, Package Inserts, Statement Stuffers, Blow-ins/bind-ins And Free-standing Inserts (fsis). |
| Installment Buyer | A Person Who Has Ordered Goods Or Services, But Pays For Them In Periodic Installments. |
| Integrated Marketing | A Combination Of Two Or More Forms Of Marketing Used To Sell A Product Or Service (e.g. A Direct Mail Campaign Combined With A Series Of Television Commercials). |
| Integrated Services Digital Network (isdn) | International Standards For Telephone Transmission. |
| Interactive Voice Response (ivr) | Recorded Or Digitized Text Messages That Can Be Accessed Electronically By Using A Telephone. |
| Inter-list Duplicate | Duplication Of Name And Address Records Between Two Or More Lists. |
| International Priority Airmail (ipa) | A Volume, Lower-cost First-class Airmail Service Provided By The U.s. Postal Service. |
| International Surface Airlift (isal) | A Bulk Service From The U.s. Postal Service For Printed Matter And Small Packets. Mail Sent By Isal Travels From The United States To The Destination Country By Air. It Is Then Entered Into The Domestic Postal Stream Of That Country, From Which It Travels By Surface To Its Final Destination. |
| Internet | Global Network Of Interconnected Computers Of Which The World Wide Web Is One Part. |
| Internet Service Provider (isp) | A Company That Provides Access To The World Wide Web. |
| Involvement Device | An Element In A Direct Mail Fundraising Package That Donors Peel Off, Sign, Cut Out Or Handle With Their Hands In Others Ways. Involvement Devices Can Boost Response, And Include Surveys, Petitions, Stamps And Stickers. |
| Ip Address | Short For Internet Protocol Address, A Unique Number Identifying A Device Connected To The Internet. |
| Isdn | Acronym For Integrated Services Digital Network, A Set Of Standards For Telephone Transmission Technology. |
| Isp | Abbreviation For Internet Service Provider, A Company That Provides Access To The World Wide Web. |
| 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. |
| Johnson Box | Copy Placed At The Top Of An Appeal Letter And Surrounded By A Box Or Other Graphic Element, Usually Highlighting Member Benefits Or The Need, To Persuade Donors To Read On. Named After Frank Johnson, American Direct Mail Pioneer, Who Invented The Device To Promote Magazine Subscriptions In The 1970s. |
| Jpeg | Acronym For Joint Photographic Experts Group, A Type Of Compressed Graphics File Used Primarily For Color Images On Web Sites. |
| Key Code | A Group Of Letters Or Numbers (or Combination Of Letters And Numbers), Colours Or Other Marks, Usually Placed On Donation Forms Or Reply Cards, To Help Mailers Measure The Effectiveness Of Their Mailing Lists, Asks, Creative, Timing And Other Variables. |
| Keyline | Any One Of Many Partial Or Complete Descriptions Of Past Buying History Coded To Include Name And Address Information And Current Status. |
| Labels | Paper Printed With A Name And Address That Is Affixed To A Mailing Piece And Serves As The Mailing Address Vehicle. Different Types Of Labels Include: Peel-off Or Pressure-sensitive Labels, Gummed Labels And Paper (or Cheshire) Labels. |
| Laid Finish | A Paper With A Translucent Pattern Of Lines Running Both Parallel To, And Across The Grain. |
| Landing Page | A Web Page Where People Go Once They Click On An Online Advertisement Or Search Listing. In Online Fundraising, The Landing Page Is Usually The Page Where The Donor Makes A Donation, Having Arrived There By Clicking A Link In An Email Appeal Letter. |
| Lapsed Donor | A Donor Who Has Not Sent A Gift During The Last 12 Months. |
| Laser Personalisation | Computer Printing Using A Laser Printer To Personalise Mailing Pieces With Specific Individual Information Held On Computer Records. |
| Laser Printing | Process Of Personalizing Direct Mail Letters And Reply Devices With Information Unique To Each Individual Donor File, And Usually Performed By A Lettershop On A Commercial Laser Photocopier. Also Called Lasering. |
| Lead | Person Identified As A Potential Client Or Customer After Asking For Information Or Meeting Certain Buying Criteria. Generally A More Qualified Possibility Than A 'prospect.' |
| Lead (sometimes Also Referred To As A Qualified Lead) | An Inquiry That Has Met The Agreed-upon Qualification Criteria, Such As Having The Right Budget, Decision-making Authority, Need For The Product Or Service, And Readiness To Make The Purchase. |
| Lead Conversion | When A Lead Becomes A Sale. |
| Lead Generation | The Process Of Identifying Prospective Customers And Qualifying Their Likelihood To Buy, In Advance Of Making A Sales Call. |
| Lead Nurturing | The Process Of Moving An Unqualified Inquiry To The Point Where It Comes Qualified. This Involves A Series Of Marketing Communications Intended To Build Trust And Awareness, And Maintain A Relationship Until The Prospect Is Ready To Buy. |
| Letterpress | A Relief Printing Method Done Using Cast Metal Type Or Plates On Which The Image Or Printing Area Is Raised Above The Nonprinting Areas. Ink Rollers Touch Only The Top Surface Of The Raised Areas; The Nonprinting Areas Are Lower And Do Not Receive Ink. The Inked Image Is Transferred Directly To The Page, Resulting In Type Of Images That May Actually Be Depressed Or Debossed Into The Paper By The Pressure Of The Press. |
| 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 Usps. |
| Lettershop/mailhouse | Company Which Performs The Mechanical Details Involved With Mailing Including Addressing, Imprinting, Collating, Etc. |
| Lifecycle | The Predictable Patterns In Customer Behavior Occurring From The First Interaction With A Business Through The Last. |
| Lifetime Value | The Long-term Value Of A Donor Or Member, Such As The Total Revenue Received During The Time A Donor Or Member Is Active. Useful When Calculating How Much To Spend To Acquire A New Donor. |
| Lift Letter | An Extra Component Of The Mailing Piece In Which A Specific Point Of The Offer Is Reinforced. List: Mailing List. Names And Addresses Of Companies And Individuals With A Common Interest, Activity Or Characteristic. |
| Lift Note | Also Called A Lift Letter. A Second Letter Included In A Fundraising Package To Reiterate The Main Points Of The Letter, Or To Give Other Reasons For Making A Donation. Often Signed By A Celebrity Or Person Of Influence. |
| Linen Finish | A Paper Finish That Is Similar To The Texture Of Linen Fabric. |
| List | Collection Of Data That May Include Names, Addresses, Phone Numbers, E-mail Addresses, And Other Information For A Group Of People Who Share A Common Characteristic, Such As Being Sports Car Owners Or Doctors. |
| List Broker | A List Specialist Hired By A Mailer To Make The Necessary Arrangements To Use Other Companies’ Lists. Brokerage Services Usually Include: Research, List Selections, Recommendations And Logistics So That The Rented Lists Arrive At The Proper Time. The Standard Commission To A List Broker Is 20 Percent. |
| List Buyer | 1. The Term Applied To Someone Who Actually Buys Mailing Lists. 2. Someone Who Orders Mailing Lists For A One-time Use. |
| 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. |
| List Cleansing | The Process Of Keeping A Mailing List Accurate And Up To Date. Includes Removing Duplicate Records, Formatting Addresses To Postal Standards, And Updating Addresses Of Those Who Move. |
| List Compiler | A Person Who Builds A List Of Names & Addresses From A Variety Of Sources. Sources Can Include Directories, Newspapers, Public Records, Sales Slips, Trade Show Registrations, Etc. |
| List Exchange | A Transaction In Which Two Organizations Swap Donor, Member Or Subscriber Lists, Usually One For One, So That Each Organization Can Mail To The Other Organization’s List. |
| List Maintenance | The Ongoing Process Of Keeping A Mailing List Up-to-date By Adding, Editing And Deleting Data. |
| List Manager | Whereas A List Broker Works For A Mailer, The List Manager Works For The List Owner. The Primary Function Is To Promote The List To Mailers And List Brokers For List Rental. List Managers Can Be Either An Internal Employee Of The List Owner, Or Part Of An Outside List Management Company Paid A Commission By The List Owner. Management Services Usually Include: Marketing Of The List, Coordinating And Controlling Rental Activity And Accounting. The Standard Commission For A List Manager Is 10 Percent. |
| List Owner | 1. A Person Or Company Who Has Built A List By Compiling Names Which Have Something In Common. 2. Someone Who Has Purchased A List From Someone Else. |
| List Rental | The Arrangement Between The List Owner And Mailer Where The Owner Gives The Mailer A Set Of Names For A One Time Use For Which The List Owner Is Paid A Royalty By The Mailer. |
| List Royalty | Payment To A List Owner For Use Of A List On A One-time Basis. |
| List Sample | A Collection Of Names Selected From A List To Evaluate The Responsiveness Of The List. See Also 'list Test'. |
| List Selection | Processes Of Segregating Smaller Groups Within A List. This Segregation Creates A List Within A List. |
| List Sequence | The Order In Which Names And Addresses Are Kept In A Mailing List. Most Lists Today Are Kept In Postal Code (zip Code) Order. Some Are In Carrier Route (postal Delivery) Order. |
| List Source | Original Source Of Names And Addresses For A Mailing List. |
| List Test | The Process Of Sending A Sample Mailing Under Controlled Circumstances — Recording Its Response And Projecting It Over A List’s Entire Universe. |
| List User | A Person Using Names And Addresses Of Someone Else's List As Prospects For The User's Product Or Service. |
| Literature Fulfillment | The Sorting And Qualifying Of Leads, Sending The Appropriate Information, And, If Outsourced, Forwarding Leads To The Marketer For Follow-up. |
| Lithography | A Printing Process In Which An Image To Be Lithographed Is Created On The Plate With Greasy Material That Repels Water. Water Is Run Over The Plate, And The Non-image Areas Absorb It. When The Oily Ink Hits The Plate, It’s Attracted To The Similarly Greasy Image, And Repelled By The Rest Of The Wet Plate. When Paper Is Pressed Onto The Plate, It Picks Up The Ink (and A Bit Of The Water). |
| Live Stamp | An Ordinary Postage Stamp, Sometimes Affixed To A Carrier Envelope Or Reply Device To Boost Response. |
| Loyalty Program | A Program To Reward Customers Who Continually Use A Companies Products Or Services. Loyalty Programs Can Include Company Discount Cards Given As Certain Purchase Levels Are Reached. |
| Machine Coated | Paper That Is Coated On The Papermaking Machine. |
| Machine Finish | A Paper Texture Of Finish Imparted Onto The Paper White It’s Still On The Papermaking Machine. |
| Magalog | Direct Mail Sales Format That Looks Like A Magazine Or Catalog. |
| Magnetic Tape | A Computer Storage Device For Electronically Recording Defined Bits Of Data. |
| Mail Date | Date Planned For A Mailing, Usually An Agreement Between The Mailing List Owner And List User. |
| Mail Evaluation And Readability Lookup Instrument (merlin) | The Usps’ Tool For Evaluating Letter And Flat-rate Mail Pieces To Determine Their Qualification For Discounted Automation Rates. One Of The Tests Merlin Performs Is For Barcode Readability. Pieces That Do Not Meet Merlin Requirements Are Not Eligible For Discounts. |
| Mail Monitoring | Mailers Track Their Mail In Order To Verify Content Within The Direct Mail Package And To Determine The Length Of Delivery Time. |
| Mail Order Buyer | Someone Who Orders And Pays For A Product Through The Mail. |
| Mail Preference Scheme (mps) | A Service Where Consumers Can Request To Have Their Names Taken Off Or Added To Lists. |
| 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. |
| Mailer | 1. Direct Mail Advertiser Who Promotes Products Or Services By Using House Lists Or His Own List - Or The Two Combined. 2. Folded Carton, Wrapper, Or Tube Used To Protect Materials In The Mail. 3. Printed Direct Mail Advertising Piece. |
| Mailing Machine/inserter | Machine That Attaches Labels, Addresses Envelopes, Inserts Printed Pieces Into Any Style Envelope As Well As Sticking Postage On Mail Pieces. |
| Mail-responsive | Term Used To Describe Individuals Who Are Known To Respond To Direct Mail Offers Or Appeals For Funds. |
| Mailsort | A Discount Structure For Postage Provided By Royal Mail For Mailings Over A Certain Volume. |
| Mainstream | Direct Marketing Which Makes Use Of High Profile Media - Like Television Or Newspapers - To Promote Its Message. |
| Margin | The Gross Profit On Sales Derived By Subtracting The Cost Of Goods Sold From Gross Revenue. |
| Master File | A File That Is Of A Permanent Nature, Or One That Contains All Sub- Files. |
| Master Mailer | Inserting Machine For Large Envelopes. |
| Match | To Make The Typing Of Addresses, Salutations, Or Inserts Into Letters Agree With Other Imprinted Copy. |
| Match Code | Code Developed By Either The User Or Creator Of A File For Matching Records Contained In A Second File. |
| Match Color | A Custom-blended Ink That Matches A Specified Color Exactly. |
| Match Fill | Getting The Body Copy Of A Letter Typeset And Preprinted By A Printer To Achieve The Appearance Of A Personalised Letter. Names, Addresses And Other Information Can Be Added During Computer Printing. |
| Match Mail | Matching Together Various Personalised Items Within The Same Mailing Kit. |
| Match Print | A High Quality Proofing System Proprietary To 3m. |
| Matte Coated | A Non-glossy Coating On Paper, Generally Used To Refer To Papers Having Little Or No Gloss. |
| Matte Finish | Dull Paper Finish Without Gloss. |
| Media | Any Form Of Communication That Reaches The General Public And Carries Advertising. Direct Response Media Would Include: Space Advertising, Direct Mail, Tv, Radio, Take-ones, Card Decks, Package Inserts, Cooperative Efforts, On-line Shopping Services. |
| Membership Renewal | A Direct Mail Package Sent To Members Of A Non-profit Organization, Inviting Them To Renew Their Membership By Paying Their Annual Dues. |
| Merge Dupes | Donors, Members Or Subscribers Whose Names Are Found On Two Or More Lists Of Prospective Donors. |
| Merge-purge | The Process Of Combining Two Or More Lists Into One While, At The Same Time, Identifying And Removing Any Duplicates. |
| Micr | Magnetic Ink Character Recognition. Ink That Can Be Scanned By Optical Character Reading Machines (ocr's). This Type Of Toner Is Used Frequently By Banks To Produce Cheques. |
| Monetary Value | Complete Expenditure Of A Customer During A Specific Period Of Time. |
| Monitoring | Listening To Agents’ Calls Or Reading Their E-mail Contacts With Customers. Done In Order To Maintain Or Improve Agents’ Performance Quality. |
| Msp | Abbreviation For Mail Service Provider, Such As Hotmail Or Yahoo! |
| Multi-donors | Donors, Members Or Subscribers Whose Names Are Found On Two Or More Lists Of Prospective Donors. |
| Multiple Buyer | Customer Who Has Made Purchases More Than Once. Also Called 'repeat Buyer.' |
| Multiple Regression | Statistical Technique Used To Compare The Responses Of A Mailing With Census Demographics And List Characteristics Of Mailing Lists. Used To Direct Mail To The Best Types Of People Or Areas. This Technique Can Also Be Used To Analyse Customers, Subscribers, Etc. |
| Name Acquisition | A Way Of Soliciting A Response To Obtain Names And Addresses For A Mailing List. |
| 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 Ncoa Bank And Then Is Returned To The Mailer With All The Corrections Made. |
| Negative Option | A Buying Plan In Which A Club Member Or Customer Agrees To Accept And Pay For Products Or Services Announced In Advance At Regular Intervals. The Customers Can Stop The Company Shipping The Products Only If They Notify Them, Within A Reasonable Time After Announcement, Not To Ship The Merchandise. |
| Nesting | Placing One Enclosure Within Another Before Inserting Them Into A Mailing Envelope. |
| Net Name Arrangement | An Agreement Where The List Owner Agrees To Accept Adjusted Payment For Less Than The Total Names Shipped To The List User. (e.g. Pay For Total Names Mailed After Duplicates Are Eliminated). |
| Net Names | The Number Of Names Remaining After A Merge-purge Eliminates All Duplicates. |
| Netcheque | Registered Users May Write Checks To Other Registered Users Through E-mail Or Other Network Protocols. When The Check Is Deposited, It Authorizes The Transfer Of Funds From The Issuer’s Account To The Receiver’s Account. |
| Network | Two Or More Computer Systems That Are Linked Together. |
| Nixie | Mail Piece Returned By The Post Office Because The Address Is Not Deliverable. This Term Refers Specifically To Mail Returned For Reasons Other Than A Change Of Address, Such As 'no Such Street,' 'insufficient Address,' 'attempted-not Known,' Or 'deceased.' |
| No-pay | One Who Has Not Paid For Goods Or Services Ordered. |
| Nsp | National Sort Plan. Preferred Sorting Sequence According To Royal Mail Regulations. |
| 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. |
| Nth Name Selection | A Fractional Unit Of Selection That Is Repeated In Sampling A Mailing List. |
| Occupancy Or Agent Utilization | Percentage Of Time That An Agent Handles Customer Contacts Vs. Waiting For Contacts To Arrive. |
| Ocr (optical Character Recognition) | Optical Character Reading Machines. Machines Used By Companies And Royal Mail To Read Handwritten Or Typed Characters Using Light Sensitive Devices. |
| Offer | In Traditional Direct Mail, 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. |
| Offset Printing | Commercial Printing Method In Which Ink Is Offset From The Printing Plate To A Second Roller Then To Paper. |
| One-time Buyer | Buyers Who Have Only Ordered Once. |
| One-time List Rental | The List Owner Agrees To Allow The Renter To Use The List Once In Return For A Fee. |
| One-time Usage | The Stipulation In A List Rental Agreement That The Advertiser Will Mail To The Names On The List Once Only. The Stipulation In A List Rental Agreement That The Advertiser Will Mail To The Names On The List Once Only. |
| One-time Use | A Standard Condition Of List Rental And Exchanges. The Names On The List Can Be Mailed Only Once. No Copy Of The List May Be Retained. |
| Opacity | A Measure Of How Opaque A Paper Is. |
| Open Rate | Number Of People Who Open An E-mail Message Divided By The Total Number Of E-mail Messages Sent. |
| Opt-in | A Direct, Pro-active Request By An Individual E-mail Recipient To Have His Or Her E-mail Address Added To A Specific Mailing List. |
| Opt-out | To Decline Permission For A Company To Send E-mail By Making A Direct Request To Be Excluded From A Mailing List. |
| Order Card | Reply Card Used To Initiate An Order Through The Mail. |
| Order Form | Printed Form On Which A Customer Can Provide A Name And Address To Initiate An Order By Mail. |
| Outbound Contacts | Phone Calls, E-mails Or Other Types Of Customer Contacts That Originate From A Contact Center. |
| Outbound Telemarketing | Calls That Are Placed By A Marketer, As Opposed To Inbound Telemarketing Where The Customer Calls In First. |
| Outsourcing | Using An Outside Service Rather Than Performing The Work In-house. |
| Overline | Headline Above The Main Headline, Usually In Smaller Type. It Can Be Part Of The Headline Or An Introductory Statement. |
| P.i. | See Per Interaction. |
| P.p | Postage Paid. Refers To An Envelope Which Does Not Need A Stamp Because It Has A Royal Mail Imprint. |
| P.s.m | Pre-sorted Mail, Royal Mail's Terminology For Mail Pre-sorted With A Minimum Quantity Of 2500 Standard Articles Or 100 Parcels. |
| P3p | Developed By The World Wide Web Consortium, The Platform For Privacy Preferences (p3p) Is A Software Tool That Turns E-marketers’ Privacy Policies Into Machine-readable Formats. The Tool Is Designed To Help Consumers Better Protect Their Online Privacy. |
| Package | Everything Contained In A Direct Mail Fundraising Appeal, Such As The Carrier Envelope, Letter, Insert, Reply Device, Return Envelope And Premium. |
| 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. |
| Package Insert Program (pip) | Freestanding Pieces Placed In The Package/shipment--loose Or Collated In An Envelope--with A Customer’s Order. Offers May Be From The Same Mailer Shipping The Product Or Other Vendors Who Pay To Be Included. |
| Package Test | Test In Which Two Or More Direct Mail Packages Are Mailed To Statistically Equivalent Groups Of Individuals From The Same List Or Lists To Determine Which Package Performs Best (often Measured In Response Rate And Average Gift). |
| Paid Cancel | A Person Who Goes Through With A Buying Commitment Before Cancelling. See Also 'completed Cancel'. |
| Paid Circulation | Distribution Of A Magazine, Newsletter Or Other Publication To Individuals Or Organizations Who Have Paid For A Subscription. (see Controlled Circulation.) |
| Paid During Service | Term Used To Describe A Method Of Paying For Magazine Subscriptions In Installments. Usually Paid During Service Subscriptions Are Collected In Person By The Original Sales Person Or A Representative Of That Company. |
| Paid Subscription | See Paid Circulation. |
| Parse | Parceling Up Data Records Into Precise, Individual Components Like Name, Postcode, Telephone Number, Etc. |
| 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. |
| Peel-off Label | A Self-adhesive Label Attached To A Cardboard Backing Sheet In A Mailing Piece. The Label Can Then Be Removed From The Mailing Piece And Stuck To An Order Card. Also Known As 'peel And Stick, Or Pressure Sensitive' Label. |
| Penetration | Relationship Of The Number Of Individuals Or Families On A Particular List Compared To The Total Number Possible. |
| Per Interaction (p.i.) | A Payment Method In The Telemarketing Industry. The User Contracts With A Telemarketing Service Bureau And Agrees To Pay For Services On A Per Interaction Basis. The Per Interaction Can Be Per Completed Call Or Per Order. |
| Personalization | The Process Of Customizing Each Package In A Mailing So That Each Package Contains Information That Is Unique And Personal For Each Recipient. Areas Of Personalization Include Name And Address, Salutation, And Date And Amount Of Last Gift. |
| Phishing | A Form Of Identity Theft In Which A Scammer Uses An Authentic-looking E-mail To Trick Recipients Into Giving Out Sensitive Personal Information, Such As A Credit Card, Bank Account Of Social Security Numbers. |
| Phone List | Mailing List Compiled From Names Listed In Telephone Directories. |
| Piggy Back | An Offer That Accompanies Another Offer, Free Of Charge. |
| Piggy-back | An Offer That Hitches A Free Ride With Another Offer. |
| Pii | Abbreviation For Personally Identifiable Information. |
| Planet Code | A Barcode That Will Allow Mailers To Track A Mail Piece, Or An Entire Mail Campaign, Throughout The U.s.p.s. Delivery System. |
| Pledge Card | A Printed Notice Mailed To Individuals Who Pledge To Donate To An Organization, Usually In Response To A Telephone Appeal. |
| Pms Color | Color In The Pantone Matching System, A Widely Used System For Naming And Identifying Specific Colors For Printing. |
| Poly Bag | Alternative To Paper Envelopes Made Of Transparent Plastic Called 'polyethylene.' |
| Poly-bag / Poly-wrap / Plastic Wrap | See Through Plastic Bag Used Instead Of An Envelope For Mailing. |
| Pop-under | A Window That Appears Under The Browser Window. |
| Pop-up | A Printed Piece Containing A Paper Construction Pasted Into A Paper Fold Which Will 'pop- Up' When The Fold Is Opened. The 'pop-up' Forms A Three Dimensional Promotional Illustration. |
| Positive Option | To Distribute Products And Services Using The Same Advance Notice Techniques As Negative Option, But Requiring A Specific Order Each Time From The Member Or Subscriber. A Positive Option Is Usually More Costly And Less Predictable Than A Negative Option. |
| Post Card | Single Sheet Self-mailers Printed On Card Stock. |
| Postage-paid Envelope | A Self-addressed Envelope Whose Postage Is Paid For By The Organization That Prints It. Also Called A Business Reply Envelope, Or Bre. |
| Postage-paid Reply Service | A Service Allowing Mailers To Use A Lettershop’s Postage-paid Permit And Have The Business-reply Mail Sent There Instead Of Opening Their Own Account With The Usps. |
| Predictive Dialing | The Automatic Dialing By A Computer Of Telephone Numbers On A Preselected List. The System Can, With Great Accuracy, Discern An Answering Machine From A Human Voice And Will Instantly Connect A Respondent To A Csr. If There Is No Answer Or A Busy Signal, The Computer Will Know To Redial Later. |
| Premium | An Item Offered To A Donor, Usually At No Charge, To Encourage Them To Make A Donation. Premiums That Are Included In The Mail Package Are Called Front-end Premiums. Premiums That The Donor Must Request Are Called Back-end Premiums. |
| Premium Buyer | 1. Person Who Is Responding To An Offer Simply To Get The Free Product Or Service Offered With It. 2. Someone Who Responds To An Offer Of A Special Product On The Package Or Label Of Another Product. |
| Prepress | The Various Printing Related Services, Performed Before Ink Is Actually Put On The Printing Press (i.e. Stripping, Scanning, Color Separating, Etc.) |
| Pre-print | Advertising Insert Printed In Advance And Supplied To A Magazine Or Newspaper For Insertion. |
| Presort | Discount Offered By Post Office To Mailers Who Transport Letters Directly To The Post Office Sorted In The Order That They Will Be Delivered By The Letter Carrier (usually Sorted By Postal Code Or Zip Code). Also Called Letter Carrier Presort. |
| Presorted Mail | A Form Of Mail Preparation, Required To Bypass Certain Postal Operations, In Which The Mailer Groups Pieces In A Mailing By Zip Code Or By Carrier Route Or Carrier Walk Sequence (or Other Usps-recommended Separation). |
| Press Proof | A Test Printing Of A Subject Prior To The Final Production Run. |
| Presstream | A Royal Mail Discount Service Where Organisations Mailing Subscription Periodicals Can Save Money On Postage. Similar To Mailsort. |
| Pressure-sensitive Labels | Mailing Labels That Do Not Require Moistening Before Being Affixed To An Envelope. Also Called Peel-off Or Peel-and-stick Labels. |
| Priority Paid | An Express Mail Service Offered By Royal Mail. |
| Private Branch Exchange (pbx) | A Phone System At A Site That Handles Both Incoming And Outgoing Calls. |
| Product Fulfillment | The Storage And Shipping Of Samples And Merchandise. |
| Prospect | A Person On A List Who Is Considered To Be A Potential Donor But Who Has Not Made A Donation Yet. |
| Prospect List | A List Of Qualified Prospects A Company Believes Is Likely To Order From Them. |
| Prospect Mailing | A Direct Mail Appeal Sent To Prospective Donors Or Members. Also Called An Acquisition Mailing. |
| Prospecting | Sending Mail To Generate Leads For Further Sales Contacts Rather Than Trying To Get Immediate Sales. |
| Protected Mailing Period | A Period Of Time Before And After A Mailing Date A List Owner Will Not Allow The Same Names To Be Mailed By Anyone - Except The Assigned Mailer. |
| Psychographics | The Qualities Or Characteristics Of Individuals Which Indicate Lifestyle, Purchasing Habits, Attitudes And Personal Values. |
| Purge | Cleaning Technique For Mailing Lists Which Removes Bad Addresses, Duplicates, Or Undesirable Names. |
| Random Access | An Access Mode Where Records Are Placed In Non-sequential Order In Mass Storage So They Can Be Accessed Rapidly. This Is The Same As 'directaccess'. |
| Recency | The Latest Recorded Information About A Company Or Customer On A Customer List, In Relation To Purchasing Or Other Recorded Activity. |
| Recency/frequency/monetary Value (rfm) | Three Measures Considered To Determine The Value Of A Customer In Terms Of The Time Since The Last Purchase Was Made, The Number Of Purchases Made During A Period Of Time And The Dollar Value Of The Purchases Made. |
| Record | A Single, Unique Entry In A Database With Some Or All Of The Fields Specified. A Record In A Donor Database, For Example, Contains The Information For One Donor, Including Such Things As Name, Address And Phone Number. A Record In A Database Is Usually The Equivalent Of A Row In A Spreadsheet. |
| Recycled Paper | Paper Consisting Of 100 Percent Recovered Fiber. |
| Recycled-content Paper | Product Containing Some, But Less Than 100 Percent, Recovered Fiber. |
| Reformatting | Converting A Magnetic Tape Format From One Arrangement To A More Usable One. Exactly The Same As 'conversion'. |
| Regeneration | A Consistent Attempt To Get A Prospect To Respond Through Direct Mail And Telephone Selling, After A Prospect Has Expressed Some Degree Of Interest. |
| Registration | Alignment Of Printing Plates Using 'registration Marks' That Are Located At Identical Places On Each Plate. |
| Relational Database | A Database That Shows The Relationship Between Various Pieces Of Information Stored About Customers. The Information Stored Can Include Anything From Names And Addresses To A Customers Buying Habits. Relational Databases Make Updating And Altering Records A Much Easier Task. |
| Remail | The Process Of Preparing Mail For Deposit In The Postal System Of Another Country For Delivery To Its Final Destination. With A-b-c Remail, Mail Travels As Cargo From “country A” To “country B” Where It Enters The Postal Stream For Delivery In “country C.” |
| Renewal | A Subscription That Has Been Renewed Prior To It Expiring Or Within Six Months After That Date. |
| Renewal Mailing | A Direct Mail Fundraising Package Mailed To Donors Or Members Who Have Supported The Organization’s Work, Inviting The Donor Or Member To Renew Support With A Donation. |
| Repeat Buyer | See Multiple Buyer. |
| Reply Card | A Card Included In A Mailing, Which The Donor Completes And Returns To The Sender In Response To The Ask. Often Postage-paid. |
| Response Booster | Any Device, Token, Premium Or Sweepstakes That Will Help Raise The Response Rate. |
| Response Count | The Number Of Responses Received From A Mailing, Expressed As A Total Number Rather Than A Percentage. |
| Response Device | The Part Of A Direct Mail Piece Or Ad Returned To The Advertiser, Such As An Order Form, Reply Card, Or Coupon. |
| Response Lists | Individuals Who Have Responded To A Direct Marketing Offer, E.g., Magazine Subscribers, Mail Order Buyers (also Response-generated). |
| Response Rate | The Number Of Responses To An Offer Divided By The Total Number Of People Who Received The Offer. Generally Stated As, 'that Mailing Generated A 5 Percent Response.' |
| Retention | The Process Of Developing A Customer, Continuing To Satisfy Him, Stimulating Him To Buy Again And More Frequently, And Keeping Him From Defecting To The Competition. |
| Retest | See Back Test. |
| Return Envelopes | Stamped Or Unstamped Addressed Reply Envelopes. These Are Different From Business Reply Envelopes Which Carry A Postage Payment Guarantee. |
| Return On Investment (roi) | A Figure Of Merit Used To Help Make Capital Investment Decisions. Roi Is Calculated By Considering The Annual Benefit Divided By The Investment Amount. |
| Return Postage Guaranteed | An Endorsement Printed On The Face Of Envelopes Stating The Sender Will Pay The Post Office To Return Undeliverable Standard (third-class) Bulk Mail. |
| Returns | 1. People Who Have Responded To A Direct Mail Program. 2. Products Shipped To Customers On Free, Or Limited Trails Which Are Returned. |
| Rfm | Acronym For Regency Frequency Monetary Value. Rfm Is A Formula Used To Evaluate The Potential Of A Mailing List To Create Responses. |
| Rfm (recency, Frequency And Monetary Value) | A Methodology Used By Marketers To Determine Appropriate Circulation Strategies. |
| Rfmr | Acronym For Recency Frequency Monetary Value Ratio. Rfmr Is A Formula Used To Evaluate The Potential Of A Mailing List To Create Responses. |
| Rgb | Stands For Red, Green, Blue. The Color System Used Primarily By Computer And Television Monitors To Produce Color Images. |
| Rich Media | Creative That Includes Streaming Video, Animation And/or Audio. |
| Ride-along | Advertising Piece Placed In A Catalog, Circular, Etc. Mailed From Another Company. |
| Risk Analysis | A Technique To Identify And Assess Factors That May Jeopardize The Success Of A Project Or Achieving A Goal. This Technique Also Helps Define Preventive Measures To Reduce The Probability Of These Factors From Occurring And Identify Countermeasures To Successfully Deal With These Constraints When They Develop. |
| Roll Fold | A Way Of Folding Paper Similar To How You Would Fold A Letter, So That All The Folds Are In The Same Direction. |
| Roll-out | Mailing A Package To The Remaining Portion Of A Mailing List After Having Tested The Package On A Smaller Portion Of That List. See Continuation Mailing. |
| Royalties | Amount Paid For The One Time Or Continued Use Of A List Or Patent, Etc. |
| Run Of Paper (r.o.p) | 1. Printing Term Applied To Colour Printing On Regular Paper And Presses, Compared With Colour Sections Printed Separately On Colour Presses. 2. Sometimes Used To Describe An Advertisement Positioned By Publisher's Choice In An Other Than Preferred Position For A Special Price. |
| Running Charge | The Price A List Owner Charges For Names Run Or Passed, But Not Used By A Specific Mailer'. When Such A Charge Is Made, It Is Usually To Cover Extra Processing Costs. |
| Safe Harbor | An Agreement Negotiated By The U.s. Department Of Commerce And The European Commission That Enables A U.s. Company To Receive Data From Europe By Voluntarily Submitting To Regulation By A U.s. Government Office. |
| Salutation | The Way In Which The Donor Is Addressed At The Start Of A Letter ('dear Tom' Or 'dear Friend,' For Example). |
| Sample Buyer | A Person Who Sends For A Sample Product. The Sample Can Come Free, For A Small Handling Charge Or At A Special Price. |
| Sample Mailing Required | A Disclaimer On Datacards Requiring List Renters To Provide List Owners With A Sample Of The Marketing Piece For Review. This Practice Is To Screen Out Potentially Inappropriate, Questionable Or Competitive Offers. |
| Sample Pack | Inserts Accompany Product Sample Packages, Or “goody Bags,” Which Are Then Distributed Within Specific Markets. |
| Sample Package | An Example Of The Package To Be Mailed By The List User To A Particular List. The Sample Package Is Submitted To The List Owner For Approval Prior To Commitment For One-time Use Of The List. |
| Scanning Desktop, High-end, Mid-range | Electronic Process Used To Make Color And Tone-corrected Separations Of Images. |
| Scoring | Pressing A Channel Into A Sheet Of Paper To Allow It To Fold More Easily. |
| Sectional Center Facility (scf) | A Postal Facility That Serves As The Processing And Distribution Center (p&dc) For Post Offices In A Designated Geographic Area As Defined By The First Three Digits Of The Zip Codes Of Those Offices. Some Scfs Serve More Than One 3-digit Zip Code Range. |
| Seed | A Name Inserted Deliberately Into A List To Verify List Usage. |
| Seeding | False Or “dummy” Names Are Added To A Mailing List As A Way To Check Delivery And To Uncover Any Unauthorized List Usage. |
| Seeding Lists | The Practice Of Adding (seeding) Unique Names To A Mailing List So That The List Owner Can Verify That The List Is Used According To The Terms Of The List Rental Agreement. If A Non-profit Organization Mails Letters To A Rented List More Times Than It Is Allowed To, The List Owner Will Know Because The Seeded Names In The List Will Receive Each Mailing, And Notify The List Owner Of What Is Going On. Also Called “salting Lists.” |
| Segmentation | The Practice Of Dividing Mailing Lists Into Segments (such As Major Donors, Monthly Donors, Lapsed Members) So That Each Segment Receives A Customized Appeal Letter. |
| Selection Criteria | Refers To Characteristics That Identify Segments Or Sub- Groups Within A List. |
| Selective Binding | The Process Which Allows An Advertisement To Be Inserted Into Only Certain Select Issues Of A Magazine, Or Allows Selected Pages To Be Inserted In A Catalog. |
| Selects | Demographic Data Compiled/used To Mail Into A More Specific Segment Of A List, E.g., Specific States On A National List. A Select Charge, A Fee To Pull Specific Data, Typically Is Applied. |
| Self-mailer | A Piece Of Direct Mail Without An Envelope. Technically, This Can Include Catalogs, Booklets, Slim-jims, Folded Mailers, And Postcards. However, The Term Usually Refers To A Folded Mailer. |
| Sender Policy Framework (spf) | A Protocol Used To Eliminate E-mail Forgeries. A Line Of Code Called An Spf Record Is Placed In A Sender’s Domain Name Server Information, Which Can Then Be Used By An Incoming Mail Server To Verify A Sender Before Allowing A Message Through. |
| Sequential Processing | Information Storage. Each Item Must Be Read One At A Time, Going Through All The Preceding Records To Get To The Next Record In Sequential Order. |
| Service Bureau | Business That Maintains, Updates, Cleans, And Enhances Mailing Lists For List Owners. |
| Sheet-fed Forms | Using A Standard Cut Form In Computer Printing As Opposed To Continuous Forms. Also Called Cut-sheet Forms. |
| Sheet-fed Press | Printing Press That Prints One Sheet At A Time As Opposed To A Web Press, Where Paper Is Fed Into The Printer From A Continuous Roll. |
| Shopping Cart | Software That Allows The User To Hold Merchandise Selected For Purchase Until Shopping Is Complete And The User Is Ready To Check Out. |
| Single-piece Rate | The “undiscounted” Or “full” Postage Rate Available For Individual Pieces Of Express Mail, First-class Mail, Priority Mail, And Package Services. |
| Skill-based Routing | The Process Of Routing Calls In Real-time To Particular Agents Or Agent Groups Trained To Help Customers With Specific Queries. |
| Soft Bounce | An E-mail That Has Bounced Back To The Sender Undelivered After It Was Already Accepted By The Recipient’s Mail. |
| Solo Mailing | A Mailing Which Promotes Only One Product. |
| Sorting | The Computerized Process Of Reorganizing A List From One Sequence To Another. For Example, A File Can Be Sorted By Last Name, Company Name, Zip Code, High Donors, Multi-buyers, Recent Buyers, Etc. |
| Source Code | A Group Of Letters Or Numbers (or Combination Of Letters And Numbers), Usually Placed On Donation Forms Or Reply Cards, And Stored Afterwards In Donor Database Records, To Help Mailers Determine The List Or Segment Of A List From Which The Donor’s Name And Address Originated. Also Called A Key Code. |
| Source Code Report | An Analysis Of Source Keys (key Codes Indicating The Source Of A List) That Shows The Profitability Of Each List Used In A Donor Acquisition Mailing. |
| Source Count | The Number Of Names And Addresses Found In The Media (or List Sources) From Which The Names And Addresses Were Derived. |
| Space Advertising | Display Advertisements In Any Print Publication. |
| Spam | Widely-used Slang Term For Unsolicited Commercial E-mail. |
| Special Appeal | A Direct Mail Fundraising Package, Mailed To Existing Donors Or Members, Inviting Them To Support A Particular Program, Project Or Fund. Often Mailed Several Times A Year. |
| Split Test | A Test In Which A Direct Marketer Takes Two Or More Samples From A List, Each Sample Considered To Be Representative Of The Entire List, And Mails A Different Package To Each Sample To Test The Effectiveness Of Each Package. |
| Spoofing | Forged E-mail Addresses That Hide The Origin Of A Spam Or Virus Message. Intended To Make The Recipient Believe That The Message Has Come From A Legitimate Source. |
| Spot Color | Single Colors Applied To Printing When Process Color Is Not Necessary (i.e., One, Two And Three Color Printing), Or When Process Colors Need To Be Augmented (i.e., A Fluorescent Pink Headline Or A Metallic Tint). |
| Spyware | Any Application That May Track A Person’s Or Organization’s Online And/or Offline Pc Activity And Is Capable Of Locally Saving Or Transmitting Those Findings To Third Parties, Sometimes With But More Often Without Their Knowledge Or Consent. |
| Statement Stuffer | A Slip Of Paper, Printed On One Or Both Sides, And Inserted Into The Envelope That Contains A Customer's Bank Statement. Also Called A Bill Stuffer. |
| Step Up | Special Premiums Used To Get A Mail Order Buyer To Increase His Unit Of Purchase. |
| Stochastic | Printing Method That Uses Randomly Placed Dots. Also Called Fm Screening. |
| Stochastic Printing | Also Called Fm Or Frequency Modulation Printing. Printing Method Using Dots Of Various Density That Are Not In A Grid Pattern (as With Ordinary Screen Printing) In Order To Achieve A More Realistic Image. |
| Stock Art | Art Sold To Advertisers To Be Used In Their Promotions. |
| Stock Formats | Direct Mail Formats Which Have Pre-printed Illustrations Or Headings To Which An Advertiser Adds His Own Copy. |
| Subscriber | Person Who Has Paid To Receive A Periodical. |
| Subscription Fulfillment | A Specialized Service For Periodical Publishers. Services Include Maintaining The Subscriber List, Generating Invoices And Renewals, And Recording Payments. |
| Sustainer Program | A Program Through Which Supporters Of A Non-profit Organization Give A Regular Donation Automatically, Usually By Direct Withdrawal From Their Bank Account Or Credit Card Once A Month. Also Called A Monthly Giving Program. |
| Swatching | Attaching Samples Of Fabric (swatches) Or Material To A Printed Piece. |
| Tag | To Mark A Record With Definitive Criteria So It Can Be Used Or Avoided In The Future. |
| Take-one | Promotional Literature (usually One Sheet) Placed In High-traffic Areas, Such As Grocery Stores. |
| Tap Test | The Process Of Tapping The Ends And The Top And Bottom Of A Stuffed, Sealed Window Envelope To Make Sure The Name And Address Appear Through The Window. |
| Tape Density | The Number Of Bits Of Information (bytes) That Can Be Included In An Individual Magnetic Tape |
| Tape Dump | A Printout Of Data From A Tape Used To Check For Things Like Correctness And Reliability. |
| Tape Layout | A 'map' Of The Data Contained In Each Record And Its Location To The Rest. |
| Tape Record | All The Information Contained On A Magnetic Tape About Companies And/or Individuals. |
| Teaser | A Phrase, Or An Image, Or A Phrase And An Image, On A Carrier Envelope That Arouses Curiosity And Motivates The Recipient To Open The Envelope. Also Called An Envelope Teaser. |
| Telemarketing | Using Telecommunications In Sales And Marketing Efforts. |
| Telephone Preference Service (dma Tps) | A Service Of The Direct Marketing Association For Consumers Who Want To Have Their Names Removed From Telemarketing Lists. |
| Telephone Service Representative (tsr) | Anyone Who Sells, Or Services Customers Over The Phone Either Inbound Or Outbound. |
| Telesales | Telephone Selling Where The Marketer Has A Dialogue - Scripted Or Open - With The Prospect. The Marketer Is Usually A Qualified Salesperson. |
| Terminal Dues | The Payments Between Countries To Compensate For Imbalance In Sending/receiving International Mail. |
| Test | An Order That Is Placed For A Small Quantity Of Names To See How The List Performs. If It Performs Well, A Continuation Order For More Names Is Usually Placed. |
| Test Mailing | The First Appeal That A Non-profit Organization Mails To Potential Donors, To Discover If Direct Mail Is A Cost-effective Way For The Organization To Acquire Donors And Raise Funds. |
| Test Panel | A Term Used To Identify Each Of The Parts Or Samples In A Split Test. |
| Test Tape | A Group Of Representative Records In A Mailing List Which Allows A List User Or Service Bureau To Prepare For Reformatting Or Converting To A Form More Efficient For The User. |
| Thermal Dye Sublimation | Proof-making Process Where Pigments Are Vaporized And Float To Desired Proofing Stock. |
| Thermography | A Finishing Applied After Printing That Creates The Raised Effect Of Engraved Printing. |
| Throwaway | Cheaply Printed Ad Or Flyer Used For Mass Distribution Where The Response Is Expected To Be Low. Most People Will Throw It Away, So It Must Be Economical. |
| Tie-in | Mailing Effort Involving Two Or More Advertisers Working Together. |
| Till Forbid | An Order By A Customer Which Is To Continue Until The Customer Advises You To Stop. Till Forbid Can Also Be Abbreviated To 'tf'. |
| Tip On | Usually Refers To An Item That Is Glued To A Printed Piece, Such As A Reply Card 'tipped On' To A Mailing Piece. |
| Title Addressing | Functional Titles Used In Compiling Business Lists, Where No Individual Name Has Been Found. |
| Token | An Involvement Device, Usually Consisting Of An Order Card Designed To Be Removed From Its Original Position And Placed In A Designated Area On Another Card, Which Will Signify A Desire To Subscribe Or Purchase. |
| Traffic Builder | Any Advertising Effort Intended To Draw People To A Certain Place, Such As A Store Or A Web Site. |
| Trial Buyer | A Person Who Buys A Product On The Understanding That They Do Not Have To Pay For It Until A Certain Period Of Time Has Passed. |
| Trial Subscriber | A Person Ordering A Publication Or Service On A Conditional Basis, Giving Them The Right To Test The Service Or Periodical And Return It If They Are Not Satisfied. |
| Trim Size | Size Of A Printed Piece After It Has Been Printed On A Larger Sheet Then Cut To Its Final Size. |
| Uncollectible | A Person Who Has Not Paid For Goods And Services After A Number Of Collection Attempts. |
| Unique Names | The Names And Addresses That Remain After Two Or More Mailing Lists Are Merged And Then Purged Of Duplicate Names And Invalid Addresses. |
| Unit Of Sale | The Average Amount Spent By A Customer On A Mailing List. |
| Unit Record | A Form Designed To Record Information About Individual Calls So They Can Be Sorted, Tabulated And Printed In Records And Reports. |
| Universe | The Total Group Of People Or Businesses That Are Being Targeted In A Campaign Or All Those Who Are Potential Buyers For A Product Or Service. |
| Universe Count | The Total Count (number Of Names) On A List. |
| Update | To Add The Most Current Information To A Mailing List. |
| Upgrade | The Process Of Persuading Donors To Increase The Size Or Frequency Of Their Gifts. |
| Uv Coating | A Very Slick, Glossy Coating Applied To The Printed Paper Surface And Dried On Press With Ultraviolet (uv) Light. |
| Variable Data Printing | Digital Printing In Which Information, In The Form Of Text Or Graphics, Is Merged From One Or More Information Sources With One Or More Background Pages. One Example Of Variable Data Printing Is A Form Letter Where The Name And Address Of The Recipient Changes On Each Letter But The Letter Body Remains The Same. |
| Variable Field | A Way Of Laying Out List Information For Formatting That Assigns A Specific Sequence To The Data, But Doesn't Assign It Specific Positions. While This Method Conserves Space It Is Generally More Difficult To Handle. |
| Variable Information | Data That Relates Specifically To Each Individual Person In Database Records. |
| Variable-data Printing | A Form Of On-demand Printing In Which Elements Such As Text, Graphics And Images May Be Changed From One Printed Piece To The Next, Without Stopping Or Slowing Down The Printing Process And Using Information From A Database Or External File. |
| Varnish | A Coating Printed On Top Of A Printed Sheet To Protect It, Add A Finish, And/or Add A Tinge Of Color. Varnish Applied To Specific Areas Of A Sheet Is Called Spot Varnish. |
| Vegetable-based Ink | Ink Using Vegetable Oil, Rather Than Petroleum Solvents, As The Vehicle For Carrying Pigment. |
| Vellum | An Uncoated Paper Finish That Is Fairly Even, But Not Quite As Even As A Smooth Finish. |
| Verification | Sending A Questionnaire To A Customer To Ensure That The Order Is A Valid One. |
| Virus | A Program Or Computer Code That Affects Or Interferes With A Computer’s Operating System And Can Be Spread To Other Computers Either Accidentally Or On Purpose Through E-mails, Downloads, Network Messages Or Infected Cds. |
| Voice Over Internet Protocol (voip) | A Category Of Hardware And Software That Enables People To Use The Internet As The Transmission Medium For Telephone Calls By Sending Voice Data In Packets Using Internet Protocol. |
| Voice Response Unit (vru) | Solutions That Respond To Caller-entered Digits Or Speech. In This Way, Callers Can Interact Directly With A Company’s Database To Check Information And Complete Transactions. |
| Web Browser | The Software Used For Searching The World Wide Web. |
| Web Bugs | Software That Can Be Introduced Into An E-mail And Transmit A Web-log Entry And Associated Cookie When The E-mail Is Opened. This Enables Tracking Of The E-mail. Cookie-filtering Software Does Not Stop Web Bugs From Tracking The Recipient’s Online Activity. |
| Web Press | A High Speed Printing Press That Prints On Both Sides Of A Continuous Roll Of Paper Rather Than Individual Sheets. |
| Whitelist | An Advance-authorized List Of E-mail Addresses, Held By An Isp, Subscriber Or Other E-mail Service Provider, Which Allows E-mail To Be Delivered Regardless Of Spam Filters. |
| Winback | The Process Of Persuading A Lapsed Customer To Buy Again. |
| Window Envelope | An Envelope With A Die Cut Hole On The Face, Covered With Clear Acetate, That Reveals The Mailing Address, Return Address Or Special Messages Written On The Enclosed Materials. |
| Workforce Management Software | Also Known As Agent Management Software, These Solutions Help Contact Center Managers Devise Workforce Schedules. |
| World Wide Web | A System Of Internet Servers Comprised Of Html Documents And Graphics That Can Link To One Another. Not All Internet Servers Are Part Of The World Wide Web. |
| Zip Count | Number Of Names In A Given Mailing List For Each Zip Code. |
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