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Direct Mail Glossary
A-C | D-H | I-O | P-Z
Alternate delivery: Ways of delivering sample products or direct mail to households without using the postal service.
Alternate media: Any means of reaching consumers other than by using solo direct mail and telemarketing - including inserts in packages, online services and broadcasting.
Batching: The gathering and organising of orders.
Breakeven point: The minimum number of sales a direct mail campaign must generate in order to cover the costs of the campaign.
Business Reply Service (BRS): Allows mailers to provide a post free response for respondents. The mailer will only pay postage for the replies received, plus a small administrative charge.
C5 Envelope: An envelope with dimensions of 162mm x 229mm. Envelopes of this size tend to be used for A5 paper or A4 paper that is folded once.
Caging: The sorting and opening of orders and the handling of cash and cheques. The term caging comes from the fact that for reasons of security, people work in cages.
Call centre: A telemarketing operation located in a central location.
Cleaned list: A direct mail list that has had all unwanted or duplicated names and addresses removed.
Cold List: A list of people who have no known relationship with the mailer, nor any known buying history of the product or service. Used to attract new customers.
Commercial Database Management: Professional management of large databases for list segmentation and rental.
Compiled List: Names and addresses created from directories, sales slips, trade show registrations, public records, etc.
Computer service bureau: A company that maintains direct mail lists for clients - services offered can include adding or subtracting to data, merging or purging lists, and preparing lists for renting or mailing.
Consumer Mailing: A mailing to consumers at their home addresses, as opposed to a business address.
Continuity programme: Most often used for books, CDs, recipe cards, or tapes, this is the offer of receiving a product at regular intervals.
Cooperative advertising: Advertising that includes offers from a number of different companies.
Cooperative owner: A company that brings together different marketers for a campaign so as to reduce all parties' costs.
Copy: Text in a piece of advertising, brochure, magazine or leaflet, as opposed to the visual pictures or headlines.
Copywriter: A person who writes copy for brochures, mailings, flyers, adverts, etc.
Coupon: A popular promotional mechanic used by marketers to increase sales or store traffic by offering discount for the redemption of a voucher (the coupon).
Customer Profile: A collection of facts and characteristics about customers, e.g. age, composition of household, number of cars, etc.
All information is for reference and general information purposes only. Nothing contained herein should be regarded as legal advice. Information published here may not be complete and does not cover all aspects of conducting business as a direct marketer. You are strongly advised to obtain your own independent legal advice on British, European and other laws that may impact on business of this nature. Whilst we always undertake to provide the most accurate information possible, Tarsus Martex does not warrant the accuracy of any information contained herein.
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