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Direct Mail Glossary
A-C | D-H | I-O | P-Z
Data Capture: The process of extracting data required for list building or list updating. Captured data is usually kept electronically on a computer where it can be easily managed.
Data Entry: The entering of names, addresses and other information into a data storage and retrieval system. Manual keying, electronic data transfer or scanning can be used to enter data.
Database: Can be as simple as a card file, but more often a computer file made up of information such as a company's prospects or customers. The file can be manipulated for various purposes and serve multiple applications.
Database Analysis: The process of interpreting database information in order to improve marketing efficiency or to gain additional information on customers or prospective customers.
Database Modelling: The process of using statistical techniques to predict the behaviour of customers in the future.
Dedupe: The act of eliminating all duplicate records on a list or database. See also Deduplication.
Deduplication: The identification and removal of duplicate database entries - this is most often undertaken when mailing lists from different sources are merged to make sure that not more than one mail piece is sent to an individual or address.
Demographics: Characteristics defining a particular group of people - for example, age, sex, income, education, type of residence, etc.
Direct Mail: A personally addressed piece of advertising sent through the post promoting a company's products or services.
DL Envelope: Envelope measuring 110mm x 220mm, used for paper sizes A5 folded once or A4 folded twice.
Door-to-Door: A service that delivers unaddressed mail to specific postcode areas along with normal post.
Enclosing: The process of folding and inserting printed material into an envelope. Can be carried out manually, but it is more common to do it by machine for large-scale mailings.
Fields: Framework of a database over which information is laid - each 'field' holds one aspect of information, e.g. name, town, age, sex, etc.
Franking: The system where postage is paid by using a meter stamp put on an envelope by a franking machine. The meter stamp can also include an advertising slogan or logo.
Freepost: Service that allows the mailer to pay for only the postage returned as part of a direct mail campaign. This is done by using a FREEPOST address, which can be written by the respondent, or printed on a courtesy envelope provided by the mailer. Use of this service requires a licence.
Free-Standing Insert (FSI): A piece of promotional material that is loosely inserted into a publication.
Fulfilment: The processing and servicing of mail, fax, and telephone orders.
Fulfilment House: A company specialising in responding to and tracking orders sold through Direct Mail.
Gone-Aways: The term used to indicate that a person who has been mailed no longer lives at the address used. You can reduce the amount of Gone-Aways by checking them against a list of addresses of people who are known to have moved.
Hand Enclosing: Assembling and enclosing a mailshot entirely by hand, as opposed to machine enclosing. Also called hand filling.
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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