BABY MAILING PREFERENCE SERVICE (BMPS)

A service which allows parents who have suffered a miscarriage or bereavement of a baby in the first weeks of life to register their wish not to receive baby related mailings.

BARCODE

A symbol on a response device which can be read by a computer and is used to speed up counting and handling.

BATCH CONTROL

Control data which describes the groups of data for the purpose of summation.

BATCH PROCESSING

Technique of fulfilment in which orders are accumulated and processed in a unified run. Also pertains to the computer processing of data accumulated over a period of time.

BEREAVEMENT REGISTER

List of recent deaths within the UK.

BLEED

Printing carried off the edge of the page.

BODY COPY

Text filling the areas below the headline.

BUSINESS REPLY CARD (BRC)

A pre-addressed card returned to the mailer. The mailer pays postage on the cards returned.

BUSINESS REPLY ENVELOPE (BRE)

A pre-addressed envelope returned to the mailer. The mailer pays postage on the envelopes returned.

BUSINESS REPLY LICENCE

Licence issued by the Royal Mail to use Business Reply facilities.

CUSTOMER BAR CODE (CBC)

This code comprises elements of the recipients address. Required to certain Mailsort contracts, to be printed in proximity to the address.

CLOSED FACE ENVELOPE

An envelope that has no window and requires a label or inkjetting of the address details.

COPY

The generic term used to describe the text contained in marketing materials.

COUPON

A note offering a specified discount or saving against the purchase of products or services, subject to certain conditions or part of an advertisement, enabling the consumer to obtain further information or to place an order subject to certain conditions.

CROSS FOLDS

Folds which are at right angles to the direction of the feed.

DATA CAPTURE

Response information taken into a computer system. Also known as data entry.

DATA CONTROLLER

The person or organisation with overall responsibility/ownership of a database of names and addresses.

DATA ENHANCEMENT

A process whereby a database is improved or extended in some way either by cross referencing with an external file or by physical checking such as with telephone verification.

DATA PROCESSING

The inputting, analysis, cleansing and updating of records on a database.

DATA PROCESSOR

The legal title of a 3rd party processing data on behalf of the client, e.g. mailsorting, de-duplicating.

DATA PROTECTION

A list of legal responsibilities relating to data.

DATABASE

A collection of records retained on a computer, constantly updated and supporting a range of marketing applications. Data is usually added from other response information such as coupons, questionnaires or telemarketing information.

DE-DUPING

Comparing two or more databases and removing duplicated data.

DEMAND FEED

Variable multiple sheets enclosed as required per record.

DIGITISED SIGNATURE

A computer-printed simulation of a personal signature.

DIRECT MARKETING ASSOCIATION

The DMA UK is the largest trade association in the marketing communications sector, with over 900 corporate members.

DOWNSTREAM ACCESS

Delivering mail by the poster, or their agent, into the Royal Mail distribution chain such as sorting offices, as opposed to having Royal Mail collect it from the posters premises. Postage discounts are achieved for saving Royal Mail work.

DOTS PER INCH (DPI)

A scale of resolution relating to printed images.

DUMMY PACK

A pack made up in exactly the same style as your final pack for testing purposes.

DUPLEX

Laser printed on both sides.

ENCLOSURE(S)

Item(s) in a direct mail package.

ENCLOSING

The process of putting all of the mailing items into an envelope.

ENCRYPTION

A way of scrambling data so only the intended recipient can decipher it.

ENVELOPE – CLOSED FACE

An envelope that has no window and requires a label or inkjetting of the address details.

ENVELOPE – MACHINABLE

Envelopes suitable for use on an automatic enclosing machine.

ENVELOPE – PLAIN

As per envelope closed face.

ENVELOPE – POCKET

Envelopes with the flap on the short side.

ENVELOPE – POLYBAG

A plastic envelope with a self-seal pull-off strip, a manual version of polywrap. Also known as polylope.

ENVELOPE – WALLET

Envelopes with the flap on the long side.

ENVELOPE – WINDOW

An envelope which has a clear window through which the recipients name and address details show.

FINISHED SIZE

The size of the paper or literature after printing, trimming and folding.

FOLDING GUIDE

Printed marks on stationery indicating the fold lines to the clerical staff or folding machine operator.

FREEPOST

A Royal Mail service. A firm offering a Freepost service pays postage on all mail delivered to the Freepost address.

FULFILMENT

The process of dealing with an order or enquiry, from its receipt to delivery. This includes opening, processing, administration, packing and transport. Also know and response handling or response management.

GONE-AWAY

Term used to indicate that a person mailed no longer lives at the address used.

INFORMATION COMMISSIONER

The person in overall control of data protection in the UK.

INKJET

A digital printing process using ink, whereby every printed item can be different from any other item. Commonly used for addressing plain (as opposed to window) envelopes.

INNER (ENVELOPE)

An envelope included in a mailing for use by the recipient.

INSERT

A promotional piece which is placed loose or bound-in to each edition of a magazine issue, or other publication.

KEY-CODING

Where a reference code of numbers, letters, colours or other markings are printed into a response device in order to identify the source of the enquiry.

KEYING DIRECT

Entering information via a keyboard direct to a computer database, rather than off-line.

LASER PINTING

A digital printing process using toner, whereby every printed item can be different from every other item.

LEAD TIME

The time required to produce or provide specific packs, items, services, etc.

LEADING EDGE

The edge of a sheet or leaflet/booklet that goes first into the processing machine.

LETTER SHOP

American term to describe a mailing house.

LETTER TEXT

Body copy of a personalised letter.

LIST BROKER

A company that sells lists of names for mailing.

LIST MAINTENANCE

Keeping a mailing list up-to-date by continually correcting and updating the addresses and other data.

LIST MERGING

Where two or more mailing lists are merfed together to form one.

LITHO PRINTING

 A non-variable colour printing process.

MAIL PREFERENCE SERVICE

A system by which consumers not wishing to receive unsolicited direct mail are databased, so that mailing lists can be matched with this database to ensure these people are not mailed. Not a legal requirement, but a requirement for DMA members under the Code of Practice.

MAILING HOUSE

Entity which is involved in the physical production and posting of mailpacks.

MAILSORT

Generic name for pre-sorted mailings for which the Royal Mail offer discounts. There are three products: Mailsort 1400; Mailsort 120 and Mailsort 700.  There are three service standards: first class, second class and a slower bulk rate for each of the three products.

MERGE/PURGE

To combine two or more lists of names and addresses and eliminate the duplicates. The resultant list is often described as the “net names” list.

MODELLING

A statistical technique whereby you can determine which pieces of data in your customer database explain the behaviour of your customers. The output of a model is a series of weights, which can be multiplied by customer data (income, age, length of residence) to create a score which predicts the likelihood to respond to an offer.

NATIONAL CHANGE OF ADDRESS (NCOA)

A file maintained by the Royal Mail.

NESTING ORDER

The order in which your inserts sit in your mailing piece (from outermost to innermost).

ONLINE BUSINESS ACCOUNT

Online version of a posting docket.

OCR (OPTICAL CHARACTER RECOGNITION)

The reading of characters by a device that scans the text and translates this into electronic data. (OCR fonts are required for addresses for some Mailsort contracts).

OFFLINE

A computing term meaning the entry of information away from the processer.

ONLINE

A computing term meaning the input terminals or access points are linked direct to the processor which allows access to the computer immediately.

OUTER

The envelope/bag that contains the mailing item(s).

OVERS

Once a job is completed the material that is left over unused.

PAF (POSTAL ADDRESS FILE)

A list of all UK addresses. Maintained by Royal Mail

PERF(ORATION)

The punctuation of paper by dots of strip holes arranged in continuous lines at close intervals to facilitate the removal of a part of a form or card.

PERSONALISATION

The process of producing a mailing piece that contains the recipient’s name and address details.

POLYWRAP

A method of enclosing a mailing item using a plastic envelope.

POLYBAG

A plastic envelope with a self-seal pull off strip, a manual version of the polywrap. Also known as polylope.

POSTCODE

The code provided by the Post Office to describe a small group of addresses (typically 12) that are usually in the same street. The first part is called the outward code, describing the broader location, and the second part is called the inward code.

PPI (PRINTED POSTAGE IMPRESSION)

An indicia printed in the top right hand corner of mailing envelopes, to indicate who the postage carrier is and the type of service used. Only for use by mailers who have credit contracts with carriers. Obviates the need to frank or apply postage stamps.

PREMISE CODE

The last 2 digits of the Royal Mail barcode indicating house number or name.

PRESSTREAM

A Royal Mail product offering a range of services for large volume periodical posting contracts.

PROFILING

A way of determining your typical customer and used to increase response rates in ongoing direct marketing. You can create a profile by modelling your database.

PROOF

A sample of work to be checked for errors before actual production takes place.

PROSPECT

A person who has expressed an interest in a company or its products, or whose profile suggests they are likely to be potential customers.

PROSPECT LIST

A list of people considered to prospects as above.

RECORDED DELIVERY

A Royal Mail service whereby delivered mail is signed for by the recipient.

RELATIONSHIP MARKETING

The process of building a relationship with customers which results in those customers becoming more loyal and buying more.

REPLY CARD

A card included in a mailing which is usually prepaid and return-addressed to facilitate a response from a prospect or customer.

RESPONDENT

A person who replies to a direct marketing solicitation.

RESPONSE RATE

The percentage of orders or enquiries received from the total number of people who received the promotion.

RETURN ADDRESS

The address, usually printed on the outside of the mail carrier to which “undeliverables” are to be returned.

RETURN ENVELOPE

An envelope included in a mailing which is self-addressed by the mailer.

REPLY PAID CARD (RPC)

A pre-addressed card returned to the mailer. The mailer pays postage on the cards returned.

REPLY PAID ENVELOPE (RPE)

An envelope included in the mailing which is usually prepaid and return-addressed to facilitate a response from a prospect or customer.

SALUTATION

An expression of greeting, such as Dear Mrs Jones, on a personalised letter.

SAMPLE ENVELOPE PACK

A pack provided for approval prior to enclosing a job.

SIMPLEX

Laser printing on one side only.

SOURCE CODE

A unique identification distinguishing one list or media source from another.

SPOT GUMMING

The application of a spot of glue or gum which only lightly attached one piece of material to another, often to facilitate removal.

STUFFER

Advertising material which is placed with other material, such as an insert placed in with an invoice or statement.

SUPPRESSION FILE

A data file consisting of gone-aways and deceased people or people not wishing to be mailed.

TEASER

A device intended to entice a reader to open an envelope and read its contents.

URN (UNIQUE REFERENCE NUMBER)

A unique code that can be attached to each record on your database for ease of tracking.

VALEDICTION

An expression ending a letter, such as “Yours faithfully”.

WALKSORT

An extension of Mailsort, Walksort enables mail to be pre-sorted into postmens’ rounds before leaving the mailing house.

WARM DONORS

People who have previously supported a charity and thus are considered to be more likely to respond to future appeals.