Direct Mail Glossary A-C | D-H | I-O | P-Z Personalisation: The act of adding the name of an individual to a mailing piece, or using a computer to include personal data about a person on a mailing piece. Pre-paid Envelopes: A reply device that has a printed mail mark or applied stamp to encourage response at no cost to the respondent. See Business Reply Service and Freepost. Pre-paid in Cash: Service where the mail is taken to the Post Office unstamped and postage is paid in a lump sum. Premium: A free gift offered to induce a greater response to the primary product or service that's being sold. The Premium need not have any relevance to the primary product being offered. Printed Postage Impression (PPI): System enabling volume users of mail services to pre-print the envelope with a postage impression instead of applying stamps to individual pieces. Relationship Marketing: Advertising whose purpose is to build relationships and loyalty with customers. Response Handling: Everything involved in dealing with the responses to mailing campaigns and other promotional activity. Response Rate: The amount of replies or orders received as a result of the mailing campaign - usually expressed as a percentage of the total number of items mailed. Retention: Building loyalty with customers to ensure they repeat purchase. Retention Rate: The percentage of customers who remain loyal to a business each year. Return-on-investment (ROI): Amount of profit generated from a campaign, expressed as a percentage of total costs. Seed Names: Names and addresses placed in a list to monitor use of the list by third parties. It enables any misuse of a list to be identified. Selective Binding: The process allowing an advertisement to be inserted into specified issues of a magazine. Selective binding also allows specific pages to be inserted in a catalogue. Self Mailer: A one-piece mailshot, usually with a perforated response card or envelope attached. Sorting: The process of reorganizing a list according to specified criteria - a file can be sorted by last name, company name, ZIP code, high donors, multi-buyers, recent buyers, etc. Target audience: The identification of a desired audience for a promotional or mailing activity. Test Cell: A segmentation of the mailing list used to monitor response to a mailing. Testing: The evaluation of alternatives, offers, lists, timing, and media and response mechanisms to establish which aspect of a campaign works best for a specific product or service prior to implementation. Unique Selling Point (USP): A single proposition that sets one product or service apart from another. Warm List: List of people or companies who already have a relationship with the advertiser. 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. A-C | D-H | I-O | P-Z Get Listed | Home Page | Useful Links Promotional Chocolates | Promotional Mugs | Promotional Corporate Gifts | Advertising Gifts | Promotional Sourcing | Exhibition Stands | Exhibition Services | Exhibition Furniture Hire | Exhibition Display | Exhibition Banner Stands | Wholesale Giftware | Giftware Copyright© 1996-2004 Tarsus Group plc. All rights reserved. Privacy Policy.