National Mail Order Association
Mail Order Glossary

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Term Meaning
Machinable Refers to mail which has the proper shape, dimensions and weight to allow it to be processed by automated equipment.
Machine-coated paper Paper coated on one or both sides during manufacture.
Machine-readable data Imprinted alphanumeric data, including name and address that can be read and converted to magnetic form by an optical character reader.
Magalogue A mail order catalog that includes paid advertisements and in some cases, brief editorials that make its format similar to that of a magazine.
Magnetic tape Film for storing electronically recorded data, often in list format to allow computerized matching with other lists for purposes of appending phone numbers or eliminating duplications.
Magnetic tape charge Charge made for the tape reel on which a list is furnished and which usually is not returnable for credit.
Mail Advertising Service Association (MASA) A major trade association of mailing houses responsible for fulfillment in the United States. MASA has some 500 members; there are over 6,000 lettershops and mailing houses in the United States.
Mail count Amount of mail deposited with the Postal Service on a given date as reported on the certification form.
Mail Date Date when a list user, by prior agreement with the list owner, is obligated to mail a specific list. No other date is acceptable without specific approval of the list owner.
Mail Monitoring A means to determine how long individual pieces of mail take to reach their destinations. This is also used to verify content and ascertain any unauthorized use.
Mail order Method of conducting business wherein merchandise or services are promoted directly to the user, orders are received by mail, fax, Internet or telephone, and merchandise is mailed to the purchaser.
Mail Order Action Line (MOAL) A service of the Direct Marketing Association which assists consumers in resolving problems with mail order purchases.
Mail Preference Service (MPS) A service of the Direct Marketing Association for consumers who wish to have their names removed from national commercial mailing lists. The name-removal file is made available to subscribers on a quarterly basis.
Mail-order buyer Person who orders and pays for a product or service through the mail.
Mailer (1) A direct mail advertiser who promotes a product or service using lists of others, house lists, or both. (2) A printed direct mail advertising piece. (3) A folding carton, wrapper or tube used to protect materials in the mail.
Mailer's Technical Advisory Committee A group of representatives from virtually all associations involved in any form of mailing and related services that meets periodically with Postal Service officials to provide advice, technical information, and recommendations on postal policies.
Mailgram A combination telegram-letter, with the telegram transmitted to a postal facility close to the addressee and then delivered as First-Class mail.
Mailing House A direct-mail service establishment which, among other services for the mailer, will affix labels, sort, bag and tie the mail, and deliver it in qualified ZIP Code strings to the USPS for certification. Many mailing houses also provide printing as well as computerized services.
Mailing List/Users and Suppliers Association Association founded in 1983, specifically targeted to mailing list uses and abuses.
Mailing Machine A machine that attaches labels to mailing pieces and otherwise prepares such pieces for deposit in the postal system.
Mailing package The complete direct mail unit as it arrives in the consumer's mailbox.
Make-up Positioning of type and illustrations to conform to a layout; in lithography usually called a paste-up.
Makeready In letterpress, the building up of the press form so that heavy and light areas print with the correct impression.
Management information system (MIS) System, automated or manual, that provides sales support information for both the sales representative to enhance sales activity and management to evaluate sales performance.
Manifest Mailing System A system for entering non-identical pieces in a single bulk mailing to qualify for postage discounts. All pieces must be of the same mail class and processing category.
Manual telephone sales center Completely paper-driven telephone sales center.
Marginal list test Test that almost, but not quite, qualifies for a continuation.
Market In the list world, each list is a market. All potential buyers that can be reached by mail are the market.
Market penetration Proportion of buyers on a list to the total list or to the total area. For business lists, penetration is usually analyzed by two-digit or four-digit Standard Industrial Classification codes.
Marketing mix Various marketing elements and strategies that must be used together to achieve maximum effectiveness.
Markup Details of the size and style of type to be used; also known as type specification.
Marriage mail Form of co-op in which the offers of two or more disparate mailers are combined in one folder or envelope for delivery to the same address.
Master File 1. A file that is used as an authority in a given job and that is relatively permanent, even though its contents may change. 2. A collection of permanent information, such as a customer address file.
Match To cause the typing of addresses, salutations, or inserts into letters to agree with other copy that is already imprinted.
Match Code A code determined either by the creator or the user of a file for matching records contained in another file.
Matched city pairs For testing purposes when individual markets must be utilized, a means to do A in City Y but not B, while doing both A and B in City X with the premise that the two cities are reasonably matched as to size, income spread, and lifestyles.
Matte finish Dull paper finish that has no gloss.
Maximum cost per order Lifetime value of each major cell of customers on a customer file; helps set a limit on the price to pay for a new customer.
Mechanical Finished artwork ready for printing production; generally includes type matter pasted in position.
Mechanical addressing systems System in which small lists are filed on cards or plates and addressing is done by mechanical means.
Media Plural of medium; the means of transmitting information or an advertising message (direct mail package, inserts, magazines, posters, television, etc.).
Media data form Established format for presenting comparative data on publications.
Media insert Insert, either loose or bound, generally in business and consumer publications.
Median Demographic Data All U.S. Census data is based on medians rather than an individualized basis. Thus a census age is the median for a group of householders. It is important to distinguish between stratified median data and individualized data such as length of residence, ownership of a car, and family income.
Medium Channel or system of communication, e.g., a specific magazine, newspaper, TV station, or mailing list.
Member get member A promotion where existing members are offered a gift for enrolling new members. Also known as get-a-friend.
Merge To combine two or more lists into a single list utilizing the same sequential order, and then to sort them together, usually by ZIP code.
Merge/purge To combine two or more lists for list enhancement, suppression, or duplication elimination by a computerized matching process.
Metered Mail Mail whose postage has been paid through the use of a postage meter.
Military lists Lists of persons in military service.
Minicatalog New prospecting device consisting of a fanfolded set of minipages 3' x 5 used as cardvertisers, billing stuffers, and package inserts; also utilized by some mailers as a bounce-back.
Minimum (1) Minimum billing applied to list rentals involving a small number of names; (2) minimum billing for given mailing and/or computerized sources.
Minimum order requirement Stipulation, irrespective of the quantity ordered, that payment of a given number of dollars will be expected.
MOAL See Mail Order Action Line.
Mobility rate Annual rate at which families move or businesses fail, change names, or are absorbed each year.
Modeling A process involving use of spreadsheets via a computer which provides reasonable answers to 'what if' scenarios. This is used primarily by magazines balancing the costs and productivity of multiple means to maintain or build circulation.
Monetary value Total expenditures by a customer during a specific period of time, generally 12 months.
Monitoring Listening in on telephone conversations from extensions, usually for training of telephone sales representatives; also known as a service observing.
Mono In printing, printed in a single color.
Move Update Mail must be updated through an approved USPS move update process at a minimum of 6 months prior to mailing a First Class mail piece. These processes, ACS, ACR, NCOA, and Fast Forward, will identify people who have filed change of address cards and correct their address to reflect their new address. More information can be obtained from the national customer support center and Local business centers.
MPS See Mail Preference Service.
Multi-Buyers The identification through a merge-purge of all records found on two or more lists.
Multifamily See Multiple dwelling.
Multiple buyer Person who has bought two or more times (not one who has bought two or more items at one time only); also known as multibuyer or repeat buyer.
Multiple contact case Situation in which more than one contact with a prospect or customer is needed to complete or close a sale.
Multiple Dwelling A housing unit for three or more families at the same address. For adequate delivery to apartment dwellers it is more and more necessary to include the apartment number in the address. Multidwelling families can be selected or omitted on major compiled files.
Multiple Regression Statistical technique used to measure the relationship between responses to a mailing and census demographics and list characteristics of one or more selected mailing lists. This is used to determine the best types of people/areas to whom to mail. This technique can also be used to analyze customers, subscribers, and so on.
Multiple regression analysis Statistical procedure that studies multiple independent variables simultaneously to identify a pattern or patterns that can lead to an increase in response.
Multiple SICs On major files of large businesses, the augmentation (overlay) of the primary Standard Industrial Classification with up to three more four-digit SICs. Business merge-purges often disclose multiple SIC alignments unavailable on any single list source.
Name Single entry on a mailing list.
Name Acquisition Technique of soliciting a response to obtain names and addresses for a mailing list.
Name Change of Address This is a service for the USPS to provide national data on CHADs (changes of address) that are 'undeliverable as addressed'.
Name drain Loss, mainly by large businesses, of the names and addresses of prospective customers who write to them or visit their stores.
Name-Removal Service Portion of DMA's Mail Preference Service for consumers who wish to have their names removed from mailing lists used by MPS subscribers.
National change of address Service of the U.S. Postal Service that provides national data on changes of address.
National Change of Address (NCOA) A service of the USPS to improve the accuracy of mailing addresses. The NCOA file is compiled from change of address cards (found at all post offices) that are filled out and submitted by movers to have their mail forwarded to their new address. Mailing lists can then be matched against this file of movers to supply the current mailing address. This service is performed by vendors licensed by the postal service.
National Mail Order Association (NMOA) One of the chief trade associations serving the mail order/direct marketing field, with emphasis on serving small to midsize businesses and mail order entrepreneurs.
Negative Photographic image on film in which black values in the original subject are transparent, white values are opaque, light grays are dark, and dark grays are light.
Negative Option A buying plan in which a customer or club member agrees to accept and pay for products or services announced in advance at regular intervals. And unless the individual notifies the company not to ship the merchandise it will be shipped. A book club utilizing negative option provides its customer with the opportunity to return a card and refuse a selection, usually each month. If the card is not returned or not returned in time, the selection is automatically forwarded and billed to the customer.
Nesting Placing one enclosure within another before inserting it into a mailing envelope.
Net Name Arrangement An agreement, at the time of ordering or before, whereby the list owner agrees to accept adjusted payment for less than the total names shipped to the list user. Such arrangements can be for a percentage of names shipped or names actually mailed (whichever is greater), or for only those names actually mailed without a percentage limitation. They can sometimes provide for a running charge or not.
Net names Actual number of names on a given list mailed after a merge-purge; the concept of paying only for such names.
Net Names The actual number of names of a given list mailed after a merge-purge. Also, the concept of paying only for such names.
Net Unique Name File One of the chief outputs of a merge-purge operation, this is the resultant one-per-record unique unduplicated list.
Net-Net Names An agreement made by a renter with a list owner to pay only for names that survive given screens including income, credit, house list duplicates, prior list suppress names, ZIP suppress programs, and so on. The surviving portion can be quite small.
New case Telephone contact yet to be made.
New connects New names added to the connected lines of telephone, gas and electric utilities.
New households New connects by local phone companies; data on new names from one telephone book to another are over one year old.
Newspaper lists List data on engagements, births, deaths, and newsmaking items and changes published in newspapers.
Nine-Digit ZIP Code A USPS system designed to provide an automated means to utilize an extended ZIP Code to sort mail down to small contiguous areas within a carrier route.
Nixie A bad address. A mailing piece returned to a mailer (under proper authorization) by the Postal Service because of an incorrect, or undeliverable, name and address. In direct mail, nixies will precede any responses.
No-pay Person who has not paid for goods or services ordered, Also known as an a uncollectable, a deadbeat, or a delinquent.
Nonprofit rate Preferential Postal Service rate extended to organizations that are not maintained for profit.
North/South labels Mailing labels that read from top to bottom that can be affixed with Cheshire equipment.
Novelty Format An attention-getting direct mail format.
Nth Name or Interval A statistical means to take a given number of names that are equally selected over the full universe of the list segment being sampled. The Nth number interval is derived by dividing the total names in the list by the sample number desired.
Nth Name Selection A fractional unit that is repeated in sampling a mailing list. For example, in an 'every tenth' sample, you would select records that are the 1st, 11th, 21st, 32nd, and so on, or those that are the 2nd, 12th, 22nd, 32nd, and so on.
Objective case Each telemarketing project has a specific objective for each case, e.g., make a sale, reactivate an account, arrange for an appointment.
Occupant (Resident) Lists Lists compiled from households which consist of addresses only. These are the chief lists used for chain grocery and department store flyers. They include apartment numbers and are the only list sources covering all 87 million households. Occupant lists are maintained not only in carrier-route order, but in carrier-walk order by carrier route.
OCR (Optical Character Reader) Electronic scanning device for identification of printed characters through use of light-sensitive devices.
OCR (Optical Character Recognition) Software Software that can convert a scanned image of text and convert it into electronic data that is readable and editable by word processors.
Offer The sales terms outlining a specific product or service.
Offices Compilations of businesses with telephones providing offices of professionals and of multiple professionals per office, where desired, brought together by their common telephone number.
Offset litho Method of transferring the printing image from flat plate to paper via a covered cylinder.
On-line availability Linkup system in which an operator at a remote terminal can obtain list information from a data bank or database at another location.
One-off See One-time use of a list.
One-Shot Mailing An offer designed to make the sale in a single transaction. Same as one-stage mailing.
One-Time Buyer A buyer who has not ordered a second time from a given company.
One-Time Use of a List An intrinsic part of the normal list usage, list reproduction, or list exchange agreement in which it is understood that the mailer will not use the names on the list more than one time without specific prior approval of the list owner.
One-year contract Form of lease in which the renter is granted unlimited use for one year of a given set of compiled records; usually treated as a sale for one year.
Opacity Property of a sheet of paper that minimizes the show-through of printing from the reverse side or from the next sheet.
Open Customer record that at a specific time reflects an unpaid balance for goods and services ordered without delinquency.
Operations review Annual or semiannual review of the entire telephone sales center and strategic plan of a company.
Opportunity seeker Class of mail-order buyer or prospect that seeks a new and different way to make an income; ranges from people who look for ways to work at home, to expensive franchises.
Optical character reader (OCR) Computerized mail processing machine that scans the addresses on mail and prints the corresponding barcode on the piece. The barcoded piece then goes to the barcode sorter for sorting. See also OCR
Optical scanner Input device that optically reads a line of printed characters and converts each character to its electronic equivalent for processing.
Optimum Price The selling price the produces the highest net profit. This price point is found by testing different prices in an offer and using a split-run or A/B split.
Or Current Resident A line added via computer to a three-line consumer list in an attempt to obtain greater deliverability and readership in case of a change in residential personnel.
Order blank envelope Order form printed on one side of a sheet, with a mailing address on the reverse; the recipient simply fills in the order and folds and seals the form like an envelope.
Order Blank Envelopes An order form printed on one side of a sheet, with a mailing address on the reverse. The recipient simply fills in the order, folds and seals like an envelope.
Order card A reply card used to initiate an order by mail.
Order entry procedure Process of capturing the name, address, item, dollars, and key for a transaction, and connecting it to electronic data, which then trigger creation of a picking document, a billing document, and usually the effect of that transaction upon inventory and inventory control.
Order Form A printed form on which a customer can provide information to initiate an order by mail. Usually designed to be mailed in an envelope.
Order margin Sum represented by the difference between all costs (except promotion) and the selling price (after returns).
Origination All the work needed to prepare a promotional package, e.g., copy, design, photography, typesetting, color separation.
Outbound calls Calls that are placed by the telemarketing center. See also Inbound.
Outbound telemarketing Proactive approach to a given market by a planned program to develop leads and/or sales.
Outside list manager See List manager.
Overlay/Overlays In artwork, a transparent or translucent covering over the copy where color breaks, instructions, or corrections are marked. Concerning mailing lists, a technique of overlaying (or adding) data information from one mailing list onto (or melded into) another list. Generally done in the effort to create a highbred mailing list, or to select a special group out of the whole.The transfer can be demographics, or a telephone number, or a job function, even psychographic data on buying habits. Can be utilized for other research purposes.
Overprinting Double printing; printing over an area that already has been printed.
Package A term used to describe all of the assembled enclosures (parts or elements) of a mailing effort.
Package Insert Any promotional piece included in a product shipment. It may be for different products (or refills and replacements) from the same company or for products and services of other companies.
Package Test A test of part or all of the elements of one mailing piece against another.
Page proofs Proofs taken after make-up into pages, prior to printing.
Paid cancel Person who completes a basic buying commitment before canceling that commitment. See also Completed cancel.
Paid circulation Distribution of a publication to individuals or organizations that have paid for a subscription.
Paid during service Method of paying for magazine subscriptions in installments, usually weekly or monthly, and usually collected personally by the original salesperson or a representative of the publisher.
Paletization The preparation of mail in packages and placing those packages on wooden or plastic platforms (pallets) prior to submitting the mailing to the United States Postal Service.
Pandering list List of individuals who have reported receipt of sexually offensive literature to the Postal Service to ensure that the same mailer cannot, except by facing criminal charges, mail to them again.
Panel Group of people having similar interests that is used for research purposes. See also Focus research.
Para sales force Sales team that works as a supplement to another sales team either on the telephone or in the field.
Pass (1) One run of the paper through the printing press; (2) to clear a page for a subscription.
Pass-along Additional readership acquired as executives forward particularly interesting mail to their associates. Business catalog mailers seek to harness this effect by printing a group of germane titles on the cover as a suggested routing for such pass-along readership.
Passing a File Process of reading a file sequentially by computer to select and/or copy specific data.
Past buyer See Former buyer.
Paste-up Process by which an artist puts together type copy and photographs into final artwork ready for photographic reproduction.
Payment rate Percentage of respondents who buy on credit or takes a trial on credit and who then pay.
Payment, method of Record or tag showing how a customer paid for a purchase (by check or credit card or money order); available as a selection factor on a number of response lists.
Peel-Off Label A self-adhesive label attached to a backing sheet which is attached to a mailing piece. The label is intended to be removed from the mailing piece and attached to an order blank or card.
Peg count Tally of the number of calls made or received over a set period of time.
Pending case Case in which an initial contact has been made and the communicator is waiting for a response or additional information.
Penetration Relationship of the number of individuals or families on a particular list (by state, ZIP Code, SIC, and so on) compared to the total number possible.
Penetration Analysis A study made of the 'share of market' held by a given mailer within various universes by classification or other demographic characteristics. For business mailers, this is the chief means to ascertain which markets by SIC and number of employees are most successfully penetrated in order to prospect more efficiently.
Performance evaluation Weekly or monthly review of a salesperson's performance by first-line supervision.
Periodical Publication issued at specific intervals.
Periodical Class Postal rate system that covers periodicals.
Peripheral listing Creation of a variant kind of audience from that specified, e.g., addressing to the parents of College Student or High School Student X, titling to Mrs. X from a list of doctors by name and address at home, addressing a child by name to attract the eye of the parent, or inviting the new neighbors to view a new car at a given address.
Personalization Adding the name of the recipient to a mailing piece, or the use of a computer to input data that is meaningful to the customer being addressed. In the future it is possible that entire catalogs will be printed and selectively bound to match personal data identification.
Phone List Mailing list compiled from names listed in telephone directories.
Photosetting Production of type matter in positive form on bromide or film by the use of electromechanical equipment that is usually computer-assisted.
Pick-up and delivery charges Charges relating to collection or delivery of outside lists or components involved in the mailing process.
Piece rate Third-class mail breaks into two main rate categories-third-class bulk rate (for discounts) and third-class piece rate. For the price of a first-class stamp, a piece weighing up to 3 1/2 ounces may be placed in the mail stream without any prior sortation, a charge that is currently over 40 percent greater than the unit charge for third-class bulk mail.
Piggy-Back An offer that hitches a free ride with another offer.
Pigment Powdered substance used to give color, body, or opacity to printing inks.
Pilot Trial program designed to test the feasibility of a possible telemarketing program.
Platemaking Process by which artwork is converted into letterpress or offset plates for printing.
Pocket envelope Envelope with the flap on its short side.
Point Measure used to describe type sizes.
Political lists Mailing lists that break into two main categories -voter registration files mailed primarily during political campaigns, and fund-raising files of donors to various political causes.
Poly Bag Transparent polyethylene bag used in place of envelopes for mailing.
Pop-Up A printed piece containing a paper construction pasted inside a fold which, when the fold is opened, 'pops up' to form a three-dimensional illustration.
Positive Photographic image on film that corresponds to the original copy; the reverse of a negative.
Positive option Method of distributing products and services incorporating the same advance notice techniques as a negative option but requiring a specific order each time from the member or subscriber, generally more costly and less predictable than negative option.A book club on positive option mails mainly offers of new selections to its membership and solicits orders as a catalog mailer does. There is no obligation to buy.
Post codes Codes added to the addresses on a mailing list that define sales and distribution areas; a fully post-coded address list earns an additional discount when bulk mailing under the first- and second-class discount schemes.
Post-paid impression (PPI) See Printed postage impression.
Postage Meter A machine that dispenses prepaid postage in the form of meter imprints. The meter imprint is printed in special fluorescent ink and can be used instead of postage stamps on all classes of mail.
Postage refund Sum returned to a mailer by an owner or manager for nondeliverables exceeding a stipulated guarantee.
Postage Statements Forms that are filled out and presented by mailers with each bulk mailing to assist the postal service in verification and acceptance of bulk mailings.
Postal Service Prohibitory Order A communication from the Postal Service to a company indicating that a specific person and/or family considers the company's advertising mail to be pandering. The Order requires the company to remove from its own mailing list and from any other lists used to promote that company's products or services all names listed on the Order. Violation of the Order is subject to fine and imprisonment. Names listed on the Order are to be distinguished from those names removed voluntarily by the list owner at an individual's request.
Postcard Single sheet self-mailer on card stock.
Postcard mailers Booklet containing business reply cards that are individually perforated for selective return to order products or obtain information.
Precall planning Preparation before a sales call to promote maximum effectiveness.
Precanceled Stamp Special stamps which have been canceled before sale to mailers. A bulk mail permit is required to use precanceled stamps.
Preclearance Act of getting clearance on a rental before sending in the order.
Premium Item offered to a potential buyer, free or at a nominal price, as an inducement to purchase or obtain for trial a product or service offered via mail order.
Premium buyer Person who buys a product or service in order to get another product or service (usually free or at a special price), or person who responds to an offer of a special premium on the package or label (or sometimes in the advertising) of another product.
Preprint Advertising insert printed in advance for a newspaper or magazine.
Prerecorded message Taped message, often recorded by a celebrity or authority figure that is played to inbound callers or included in an outbound call.
Presort To prepare mail for direct delivery to post offices or to carriers at post offices. The USPS offers discounts for those who prepare the mail for direct delivery to post offices or to carriers at post offices. Doing so requires the mailer to 'sort' and package the mail prior to putting it into the system.
Press date Date on which a publication goes to print.
Prestructured marketing Marketing using computer software that provides a highly efficient system for annual fund-raising and capital drives, special events, and membership development by providing detailed information on specific target groups.
Price lining Setting of prices by a seller in accordance with certain price points believed to he attractive to buyers.
Printer's error Error in printed copy that is the fault of the typesetter and corrected at the printer's expense.
Printout Copy on a sheet of a list, or of some selected data on a list such as matched pairs indicating duplication from a merge-purge, or an array of largest buyers or donors.
Prior list suppress Utilization of prior data to remove matching data from a new run and thus reduce the payment for the list data as used.
Priority For a continuation, method of arranging the tested lists and list segments in descending order on the basis of number of responses or number of dollars of sales per thousand pieces mailed; for political mail, a special next-day delivery service offered by the Postal Service.
Private mail Mail handled by special arrangement outside the Postal Service.
Proactive Seller-initiated or outbound calling.
Process colors Black and three primary colors - magenta (red), cyan (blue), and yellow-into which full-color artwork is separated before printing.
Product information cards Business reply cards bound in a booklet for selective return to order products or obtain information; also sometimes mailed loose in the form of a pack of cards.
Professional lists Direct marketing lists that break down into some 30 categories, from architects to veterinarians. For example, a new list on the market based on a classified list of doctors (MDs) with phones has verified addresses and phone numbers of over 100,000 of some 190,000 physicians in private practice.
Projected roil-out response Based on tests results, the response anticipated from a large continuation or program.
Prompt Form of sales presentation by a professional telesalesperson that is comprised of predetermined but unscripted steps in the telephone call that will be presented in every closed case.
Proof Impression taken from types, blocks, or plates for checking for errors and making amendments prior to printing.
Prospect The name of a person on a mailing list, who has not previously made a purchase, but is considered to be a potential buyer for a given product or service .
Prospecting Using mailings to get leads for further sales contacts rather than to make direct sales.
Protected Mailing Date A time, usually one or two weeks prior and one or two weeks after the protected mail date for a large quantity of names, in which the list owner guarantees no competitive offer will be given access to the list.
Protected mailing period Period of time, usually one or two weeks prior to and one or two weeks after the mail date for a large quantity of names, in which the list owner guarantees no competitor will be given access to the list.
Protection The amount of time before and after the assigned mailing date when a list owner will not allow the same names to be mailed by anyone other than the mailer cleared for that specific date.
Pseudo carrier The Postal Service Carrier Route (CRIS) tape lists millions of bits of data delineating 160,000 individual carrier routes. Major consumer compilers break up the areas not serviced by individual carriers into 240,000 extra pseudo-carrier routes for marketing penetration selection or omission.
Pseudo SICs Modifications of the U.S. Department of Commerce Standard Industrial Classification codes. By adding a fifth character to the SIC four-digit designations, major compilers now provide 4,600 SIC classifications with greater specificity. When the phone companies provide all of their classified listings, the number of different classifications for selection can total over 8,500. A six-digit SIC system is now under construction by Dun & Bradstreet and Data Base America.
Psychographics Any characteristics or qualities used to denote the lifestyle or attitude of customers and prospective customers.
Publisher's letter Letter enclosed in a mailing package to stress a specific selling point. Also known as a lift letter.
Pull Usually refers to the proportion of response by mail or phone to a given promotional activity.
Purge The process of eliminating duplicates and/or unwanted names and addresses from one or more lists.
Pyramiding A method of testing mailing lists in which one starts with a small quantity and, based on positive indications, follows with increasingly large quantities of the list balance until the entire list is mailed.
Qualification sortation Third-class bulk mail sorted to meet Postal Service qualifications for three different mail streams.
Qualified Leads Names and addresses of individuals who have taken a positive action to indicate genuine interest in a given type of offer.
Quantity pricing Pricing, usually by compilers, offering price breaks for varying list quantities rented over a period of a year.
Questionnaire Printed form presented to a specific audience to solicit answers to specific questions.
Queue Something in a line. In telemarketing, refers to a function of an automatic call distributor that holds all (incoming) calls in the order in which they arrive until the next available agent takes the first in line, moving the next call up in sequence. A printing queue prints documents in the order they are received from the computer.
Quotation Price presented to a prospective mailer before running a list order requiring special processing.

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