Direct Mailing - Buyers Guide

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.

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The form was easy to fill out and took only a few minutes. It was easy for me to find the service I needed, and I quickly heard from a couple of helpful companies.

Angelica, Buyer
Milan, Italy