DIRECT MAIL GLOSSARY OF TERMS
Definitions of commonly used words
in the direct mail industry

Address Correction Requested -- Update your mailing lists with U.S.P.S. provided new address for a person who moved.
Bulk Mail -- Using the U.S.P.S. to deliver your companies message in mass quantities at a reduced postage rate.
BRM (Business Reply Mail) -- A service enabling Advertisers to receive First-Class Mail back from customers on their mailing lists.
Carrier Presort -- Mail on which the carrier route number for delivery is identified for a reduced postage rate.
Conversion -- The progression of an inquirer from a mailing list into a purchaser.
Demographics -- Consumer mailing lists - Socioeconomic characteristics, e.g. age, income and home ownership.
Direct Mail Strategies -- Using the U.S.P.S. to deliver your companies message, e.g. bulk mailing with postcards, a bi-fold mailer, a tri-fold mailer.
DMA Mail Preference Service (MPS) -- The Direct Marketing Association services enables individuals to remove their names and addresses from bulk mailing lists.
Geographics -- Selection on mailing lists based upon territories, e.g. state, SMSA, SCF or ZIP codes.
Indicia -- Preprinted marking (stamp area) on each piece of Standard Mail denoting postage paid.
List Broker -- A company serving as liaison between list owners and the Direct Mail Advertisers who use them.
Merge/Purge Mailing List -- To combine names, addresses and related data from various marketing lists to identify and eliminate duplicate names.
Presort Standard -- Third Class Mail.
Psychographics -- Characteristics denoting lifestyles, hobbies or attitudes of prospects.
Response Rate -- The percentage of responders to a mail marketing campaign.
Return-On-Investment (ROI) -- Anticipated profits above costs of a bulk mailing campaign.
Return Postage Guaranteed -- Presort Standard Mail is returned by the U.S.P.S. as undeliverable for a nominal fee.
SCF -- The first three digits of a ZIP code.
SIC -- U.S. classification code indicating type of business.
Unlimited Use -- Business Lists and Consumer Mailing Lists rented for an unlimited number of times for marketing - usually within 12 month period.

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