Direct Mail Advertising Terminology

Address accuracy - the level of accuracy a database holds, estimated based on matching data when compared to a national address database

Benefits - a description of advantages the prospect can experience that comes with using the given product

Bind-in - a form of promotional response usually stitched in magazines 

Circulation - the number of copies distributed of a print publication

Combination - a form of direct mail advertising in which more than one product or service is offered

Feature - an advantage built into the product

Hotline List - names that have been freshly (within three months) added to the list

Inquiry - a prospect requesting more information about the specific product or service

Lettershop - an advertising service that prepares and assembles direct mail packages

Multiple Buyer (or Multi-Buyer) - term referring to returning customers

Package - the complete promotional mailing

Teaser Copy - words printed usually on the envelope, that arouse readers’ curiosity in reading further

Universe - all entities and businesses included in a mailing list