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Glossary Home
Email Marketing
Direct Mail
Direct mail is the most common form
of direct marketing, advertising that
conveys its messages straight to the
consumer or another business rather
than using an intervening medium such
as television or print advertising.
Entry Page
Sometimes refers to a single page with
a logo and "click here" to
enter.
Mail Filter
A program that allows you to sort email
before viewing it using the subject,
the sender's email address, or even
information in the body of the message.
Mailing Preference Service (MPS)
A database of individual home addresses
where the occupiers have elected not
to receive unsolicited direct (marketing)
mail.
Offer
What you are offering in your direct
mail: 10 for only $19.95.
Response Device
On every outgoing direct mail piece,
there is included a response device
which usually shows up in the "window"
in the envelope to provide the name
and address. The response device is
an order or donation form. It is important
because it usually contains the prospect
number, and a source code that identifies
the offer, package, list, segment, etc.
Rollout
After a direct mail test of a few thousand
letters, a rollout is the mailing to
the rest of the names on the successful
lists. It may be preceded by a second
test or "continuation."
Third Class
Over 85% of all U.S. mail carrying advertising
or promotion is sent by third class.
It is much less costly than first class.
It usually requires postal pre-sort.
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