National Mail Order Association
Mail Order Glossary

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Term Meaning
R. F. M. R. Acronym for recency-frequency-monetary value ratio, a formula used to evaluate the sales potential of names on a mailing list.
R.O.P. See Run of paper.
Random access Access mode in which records are obtained from or placed into a mass storage file in a nonsequential manner so that any record can be rapidly accessed.
Rate of response See Response rate.
Rating points Method of measurement of TV or radio audience size.
Reactive telemarketing Customer-initiated buying by telephone (inbound calling).
Readership Number of people who read a publication as opposed to the number of people who receive it.
Rebate Discount technique used mainly by manufacturers to bring down the final price that consumers pay for an item. Only 5% to 10% of eligible rebates are ever redeemed.
Recency Latest purchase or other activity recorded for an individual or company on a specific customer list. See also Frequency and monetary value.
Record Name-and-address entry on a file.
Record layout Description covering the entire record length to denote where on a tape each part (or field) of the record appears, such as name, local address, city, state, ZIP code, and other relevant data.
Record length Number of characters occupied by each record on a file.
Referral name See Friend of a friend.
Referral Program A promotion for list building or lead generation where current customers or members help bring in their friends. A special bonus is usually attached to the offer for helping. See Friend of a friend.
Reformatting Changing a magnetic tape format from one arrangement to another, more usable format; also called conversion.
Refund (1) For a list, return of part of payment due to shortage in count or excessive nondeliverables (over the guarantee); (2) for a product sold by mail, a return of the purchase price if an item is returned in good condition.
Registration list List constructed from state or local political-division registration data.
Regression Analysis A statistical means to improve the predictability of response based on an analysis of multiple, stratified relationships within a file.
Remnant Space/Time Unsold advertising space in a magazine that is sold at the last minute at a discount. Unsold air time is also sometimes available in radio and television.
Renewal Subscription that has been renewed prior to or at expiration time or within six months thereafter.
Rental See List rental.
Repeat Buyer See Multiple Buyer
Repeat mailing Mailing of the same or very similar packages to the addresses on a list for the second time.
Reply Card A sender-addressed card included in a mailing on which the recipient may indicate his or her response to the offer.
Reply-O-Letter One of a number of patented direct mail formats for facilitating replies from prospects, featuring a die-cut opening on the face of the letter and a pocket on the reverse; an addressed reply card is inserted in the pocket and the name and address thereon shows through the die-cut opening.
Reprint Special repeat printing of an individual article or advertisement from a publication.
Repro High-quality reproduction proof, usually intended to be used as artwork for printing.
Reproduction Right Authorization by a list owner for a specific mailer to use that list on a one-time basis.
Request for proposal (RFP) Pro-forma device for outlining specific purchasing requirements that can he responded to in kind by vendors.
Response Incoming contacts generated by media.
Response curve Anticipated incoming contact volume charting its peak and its decline, based on hours, days, weeks, or months.
Response Lists People or institutions who have responded to direct marketing offers (mail, space, or broadcast) - by mail or phone. They are more likely to respond again than people on non-response lists.
Response Rate Percent of returns from a mailing.
Restrictions Limitations on rental use placed on a list by its owner or manager.
Return Card A postage paid business return card (BRC).
Return Envelopes Addressed reply envelopes, either stamped or unstamped, included with the mailing. These are different from business reply envelopes which carry a postage payment guarantee.
Return On Investment (R.O.I.) In direct response, the return on investment is one of the main ways to measure the effectiveness and profitability of any given promotional effort. Since response starts very quickly, dollars from an effort often permit multiple use of a given investment as the charges against that investment are being paid off. This provides particularly attractive 'return' on the original dollars put to risk.
Return postage guaranteed Legend imprinted on the address face of envelopes or other mailing pieces when the mailer wishes the Postal Service to return undeliverable standard (third-class) bulk mail. It will be returned for a fee. See also List cleaning.
Return Requested An indication that a mailer will compensate the Postal Service for return of an undeliverable mailing piece.
Returns Responses to a direct mail program.
Reverse out To change printing areas so that the parts usually black or shaded are reversed and appear white or gray.
RFMR Acronym for Recency-Frequency-Monetary Value Ratio, a formula used to evaluate the sales potential of names on a mailing list.
Ride-Along A form of co-op mailing in which outside offers are accepted to accompany the cold-prospecting mailing the ride-along provides.
Rollout To mail the remaining portion of a mailing list after successfully testing a portion of that list.
Rough Rough sketch or preliminary outline of a leaflet or advertisement; also known as scamp.
Royalty Sum paid per unit mailed or sold for the use of a list, an imprimatur, a patent or the like.
Run of Paper (1) Term applied to color printing on regular paper and presses, as distinct from separate sections printed on special color presses; also called run of press. (2) Term sometimes used to describe an advertisement positioned by publisher's choice-in other than a preferred position- for which a special charge is made.
Run-on price Price from a supplier for continuing to produce (generally print or envelopes) once an initial run is in process; includes only materials and ongoing charges, and not origination or machine prep.
Running Charge The price a list owner charges for names run or passed, but not used by a specific mailer. When such a charge is made, it is usually to cover extra processing costs. However, some list owners set the price without regard to actual cost.
Saddle stitching Stapling a publication from the back to the center.
Sale Formal agreement to buy, make an appointment, or any other definition of a sale as determined by the objective of a specific case.
Sales conversion rate Number of sales in relation to number of calls initiated or received.
Sales message Description of the features and benefits of a product or service.
Sales presentation Structured anatomy of an offer describing how the product or service works.
Salting Deliberate placing of decoy or dummy names in a list for the purpose of tracing list usage and delivery. See also Decoy and Dummy.
Salting via seeds, dummies, or decoys Adding names with special characteristics to a list for protection and identification purposes.
Sample Buyer One who sends for a sample product, usually at a special price or for a small handling charge, but sometimes free.
Sample Package (Mailing Piece) An example of the package that will be mailed by the list user to a particular list. Such a mailing piece is submitted to the list owner for approval prior to commitment for one-time use of that list. Although a sample package may, due to time pressure, differ slightly from the actual package used, the list user agreement usually requires the user to reveal any material differences when submitting the sample package.
Scamp See Rough.
Scented ink Printing ink to which a fragrance has been added.
Score Impressing of an indent or a mark in the paper to make folding easier.
Scratch and sniff See Scented inks.
Screen (1) Use of an outside list (based on credit, income, deliverability, ZIP code selection) to suppress records on a list to be mailed; (2) halftone process in platemaking that reduces the density of color in an illustration.
Screen printing Method of printing from stencils placed on a fine mesh tightly stretched on a frame, through which ink or paint is forced.
Script Prepared text presentation used by sales personnel as a tool to convey a sales message in its entirety.
Seasonality Selection of time of year; the influence of seasonal timing on response rates.
Second class Second-class mail in the postal rate system; covers periodicals.
Sectional Center Facility (SCF or SCF Center) A Postal Service distribution unit comprising different Post Offices whose ZIP Codes start with the same first three digits. Some 900 have been assigned by the USPS.
Seed A dummy or decoy name inserted into a list. See Salting.
Seeding Planting of dummy names in a mailing list to check usage, delivery, or unauthorized reuse.
Segment Portion of a list or file selected on the basis of a special set of characteristics.
Segmentation Process of separating characteristic groups within a list for target marketing.
Selection Process of segregating or selecting specific records from a list according to specific criteria.
Selection charge Fee added to the base cost of a mailing list for a special selection.
Selection criteria One or more characteristics that identify segments or subgroups within a list.
Self-cover Cover of a book or catalog printed on the same paper as the pages.
Self-Mailer A direct mail piece mailed without an envelope.
Self-standing stuffers Promotional printed pieces delivered as part of a daily or Sunday news paper.
Senior citizen lists Lists of older individuals past a specific age, available for over 50-, 55-, 60-, and 65-year-olds.
Separations Color separations either prepared by an artist using separate overlays for each color or achieved photographically by use of filters.
Sequence Arrangement of items according to a specified set of rules or instructions.
Series rate Special rate offered by publications and other media for a series of advertisements as opposed to a single insertion.
Service Bureau A company which specializes in performing direct marketing support services such as mail list management, and other services such as mailing labels, tabbing.
Set-up charge Flat charge assessed on some lists in addition to the cost per thousand.
Shared mailing Mailing that promotes the products of two or more companies, with the participants sharing the mailing list and all other costs.
Sheet fed Relating to a printing technique whereby paper is fed into the printing press in single sheets, as opposed to paper on a roll.
Shipping time Approximate number of days required for production of a list order.
SIC (Standard Industrial Classification) Classification of businesses, as defined by the U.S. Department of Commerce.
SIC count Count of the number of records available by two-, three-, four-, or five-digit Industrial Standard Classification.
Signature In book, magazine, and catalog production. name given to a large printed sheer after it has been folded to the required size; a number of signatures make up a publication.
Significant Difference In mathematical terms, a difference between tests of two or more variables, which is sufficient to indicate that a similar mailing will produce the same or similar differentiation. The significant difference varies with the confidence level desired. Most direct-mail penetration uses a 95-percent confidence level wherein 95 times out of 100 the results found in the test will come close to the results obtained by duplicating on a retest or combination.
Single-Family Household A private home, housing only one household, as distinct from multiple-family residences.
Single-step See One-stage mailing.
Sleeper See Dummy name.
Solo Mailing A mailing promoting a single product or a limited group of related products. Usually it consists of a letter, brochure, and reply device enclosed in an envelope.
Sort/Merge Program A processing program that can be used to sort or merge records in a prescribed sequence.
Sorting (1) Computerized process of changing the given sequence of a list to a different sequence; (2) interfiling two or more lists.
Source Count The number of names and addresses in any given list that were derived from a particular media or list source.
Space ads Mail-order ads in newspapers, magazines, and self-standing stuffers; one of the major media utilized for prospecting for new customers.
Space buyer Media buyer (usually in an advertising agency) who places print mail-order advertising.
Space-sold record Any record on a house file (customers, inquirers, catalog requests) that has been generated through advertising space placed in publications.
Spanish lists Lists based on surname selects available to reach the Hispanic market.
Special position Designated location in a publication ordered by the advertiser for his advertisement, usually at extra cost.
Specific list source Original source material for a compiled file.
Specific order decoy Seed or dummy inserted in the output of a list order for that order only. The specific seed, which identifies the order, is usually in addition to list protection decoys in the same list.
Specifier An elusive list designation, particularly at larger businesses, that indicates the name of the individual who can specify or purchase a product or service. In many cases the specifier is not the individual who enters the order.
Spine See Backbone.
Split Run Printing of two or more variants of a promotional ad run on an Nth or AB split throughout the entire edition. Use of geographical segments of a publication for testing of variants.
Split test Two or more samples from the same list, each considered to be representative of the entire list and used for package tests or to test the homogeneity of the list.
Spot color Use of one additional color in printing.
SRDS Standard Rate & Data Service, which publishes a Rates and Data directory covering basic information on over 20,000 mailing lists. Also publishes a directory on Newspapers, magazines, radio and television.
Standard Industrial Classification (SIC) Classification of businesses as defined by the U.S. Department of Commerce, used to segment telephone calling lists and direct marketing mailing lists.
Standard Metropolitan Statistical Area (SMSA) U.S. Bureau of the Census term for an area consisting of one or more counties around a central urban area.
State Count The number of names and addresses for each state in a given list.
Statement Stuffer A small, printed piece designed to be inserted in an envelope carrying a customer's statement of account.
Step-Up The use of special premiums to get a mail order buyer to increase his or her unit of purchase.
Stock art Ready to use art sold for use by a number of advertisers. Also known as Clip Art
Stock cut Printing engravings kept in stock by the printer or publisher.
Stock Formats Direct mail formats with preprinted illustrations and/or headings to which an advertiser adds his or her own copy.
Stopper Advertising slang for a striking headline or illustration intended to attract immediate attention.
Storage Data-processing term indicating the volume of name-and-address and attached data that can be stored for future use on a given computer system.
Stratification Capacity to offer demographic segmentation on a list; the addition of such demographics to a customer file.
Student lists Lists of college or high school students. For college students, both home and school addresses are available; for high school students, home addresses for junior and seniors are available.
Stuffers Printed advertising enclosures placed in other media, e.g., newspapers, merchandise packages, and mailings for other products.
Subblock Along with enumeration districts, the smallest geographic segment of the country for which the U.S. Census Bureau provides demographic data.
Subscriber Individual who has paid to receive a periodical.
Success model Set of logical steps followed by successful salespeople to sell a product or service and used as a training example for new salespeople.
Suppression Utilization of data on one or more files to remove any duplication of specific names that the mailer wishes to be removed before mailing.
Suppression of previous usage Utilization of the previous usage or match codes of the records used as a suppress file. Unduplication can also be assured through fifth-digit pulls, first-digit-of-name pulls, or actual tagging of each prior record used.
Suppression of subscribers Utilization of the subscriber file to suppress a publication's current readers from rental lists prior to mailing.
Surname selection Ethnic selection based on surnames; a method for selection of such easily identifiable groups as Irish, Italian (and hence Catholic), Jewish, and Spanish. Specialists have extended this type of coding to groups such as German English, Scotch, and Scandinavian.
Suspect (1) Prospect somewhat more likely to order than a cold prospect; (2) in some two-step operations, a name given the initial inquirer when only one in X can he expected to convert.
Swatching Attaching samples of material to a printed piece.
Sweepstakes list (Sweeps) List of responders, the majority of them nonbuyers, to a sweepstakes offer.
Syndicated mailing Mailing prepared for distribution by firms other than the manufacturer or syndicator.
Syndication (1) Selling or distributing mailing lists; (2) offering for sale the findings of a research company.
Syndicator Operation that makes available prepared direct mail promotions for specific products or services to a list owner for mailing to its own list; most syndicators also offer product fulfillment services.
Tabbing The process of placing a small round 'sticker like' fastener over the loose edge of a catalog or mailing piece to hold it closed during the mailing process.
Tabloid Preprinted advertising insert of four or more pages, usually about half the size of a regular newspaper page, designed for insertion into a newspaper.
Tagging (1) Process of adding information to a list; (2) transfer of data or control information for usage and unduplication.
Take-one Leaflet displayed at point of sale or in areas where potential consumers congregate, e.g., credit card recruitment leaflets, display and dispenser units at hotels and restaurants.
Tape Magnetic tape, the principal means of recording, storing, and retrieving data for computerized mailing list operations.
Tape conversion Conversion of hard-copy data to magnetic tape.
Tape format (layout) Location of each field, character by character, of each record on a list on tape.
Tape record All the information about an individual or company contained on a specific magnetic tape.
Tape reel Medium on which data for computer addressing or merge/purge are handled.
Target Person to whom a sales call is directed.
Target Group Index (TGI) Analysis of purchasing habits among consumers covering 4,500 brands/services in over 500 product fields.
Target market Most likely group determined to have the highest potential for buying a product or service.
Tear sheet Printed page cut from a publication; sometimes used in place of a complete voucher copy as evidence of publication. See also Voucher copy.
Teaser An advertisement or promotion planned to excite curiosity about a later advertisement or promotion.
Teaser Copy Writing on the outside of a direct mail envelope that is intended to attract interest in the message inside. To help get the envelope opened.
Telco Telephone-operating company.
Telecommunication Any electrical transmission of voice or data from sender to receiver(s), including telegraphy, telephony, data transmission, and video-telephony.
Telecommuting Practice of employees working in their homes while linked to their office by telephone and, in most cases, a computer.
Telecomputer Nontechnical term for an Automatic Dialing Recorded Message Player (ADRMP), a machine that automatically dials, plays a prerecorded message, and records responses.
Telemarketing The use of the telephone to increase sales to customers, inquiries, and catalog requesters. Phone calls to prospects who already have a relationship to the caller.
Telemarketing service vendor One who sells the service of conducting telemarketing calls; also known telemarketing agency or telemarketing service bureau.
Telemarketing-insensitive medium Any medium used to advertise a product or service that does not properly highlight a telephone number.
Telephone household Household with a listed phone number.
Telephone list List of consumers or establishments compiled with phone numbers from published phone directories.
Telephone list appending Adding of telephone numbers to mailing lists.
Telephone marketing Any activity in direct marketing involving the telephone, e.g., list building or telephone follow-up to a lead-generation program.
Telephone Preference Service (TPS) Program of the Direct Marketing Association that allows consumers who do not want telemarketing calls to have their names removed from a majority of telemarketers' lists with only one request.
Telephone sales Implementation of the telemarketing plan.
Telephone sales representative (TSR) Person who markets and sells by telephone; also known as a telemarketer or agent.
Telephone sales supervisor (TSS) Person who oversees the performance of TSRs.
Telephone sales techniques Formalized methods that structure the entire sales process.
Telephone service center See TSC.
Teleprospecting Cold canvassing of telephone households or telephone non-households by personal phone calls (not to be confused with telemarketing, which pertains to calls made to customers or inquirers).
Teleprospecting list List of prospects with phones used for telephonic (cold calling) prospecting.
Telesales Function dedicated to receiving or making outgoing contact by telephone.
Test Period of time in which a number of cases are completed for analysis and management decisions as to whether or not a particular project or program is viable.
Test market Trial market for a new product or service offer.
Test panel List of the parts or samples in a split test.
Test Quantity A test mailing of a sufficiently large number of names from a list to enable the mailer to evaluate the responsiveness of the list. The test quantity must satisfy three conditions. It must be a reasonably random sample of the universe, it must be large enough to provide break even response for the mailer, and it must provide enough response for statistical validity. Most mailers require fifty to one hundred responses. Note: The size of the test quantity has nothing to do with the size of the list.
Test tape Selection of representative records within a mailing list that enables a list user or service bureau to prepare for reformatting or converting the list to a more efficient form for the user.
Testimonial Words of praise from a satisfied customer, used in advertisments to build credibility in the company or product being sold. Note: Get a signed release form before before using letters from customers.
Testing Preliminary mailing or distribution intended as a preview or pilot before a major campaign. Test mailings are used to determine probable acceptance of a product or service and are usually made to specially selected lists.
Text Body matter of a page or book as distinguished from the headings.
TGI See Target Group Index.
Third-class mail Bulk mail. The U.S. Postal Service delivery of direct-mail promotions weighing less than one pound.
Third-party endorsement In a mailing made for the joint benefit of an outside mailer and a company over the company's customer file, the imprimatur of the company; e.g., Britannica mailing the Farm Journal list with an offer ostensibly from the publication to its subscribers.
Third-Party unit Service bureau that makes calls for hire; also known as a contract unit.
Three-Digit ZIP The first three digits of a five-digit ZIP Code denoting a given SCF (sectional center facility) of the USPS.
Three-line address For consumer mail, a conventional home or household address of an individual; for business mail, the name and address of an establishment without the name of an individual.
Three-up See Four-up.
Throwaway An advertisement or promotional piece intended for widespread free distribution. Generally printed on inexpensive paper stock, it is most often distributed by hand to passersby or from house-to-house.
Tie-In The marketing of a side product or service that is closely related or associated with the main product or service.
Till forbid Order for service that is to continue until specifically canceled by the buyer; also known as TF.
Time zone sequencing Preparation of national telemarketing lists according to time zones so calls can be made at the most productive times.
Tint Light color, usually used for backgrounds.
Tip-On An item glued to a printed piece.
Title A designation before (prefix) or after (suffix) a name to more accurately identify an individual. (Some prefixes are: Mr., Mrs., Dr., and Sister. Some suffixes are: M.D., Jr., President, and Sales Manager.)
Title addressing Utilizing the title or function at a business; adding a title to a business address rather than addressing to a specific person by name.
Token Involvement device, often consisting of a perforated portion of an order card designed to be removed from its original position and placed in another designated area (usually 'yes' or 'no'.) on the order card, to signify a desire to purchase the product or service offered. It is a means to get involvement on the part of the prospect.
Town Markers Asterisks printed on mailing labels at the end of geographical area, usually one for each town, two for each five-digit ZIP Code, and three for each three-digit ZIP Code sectional center facility.
Track record Accounting of what a given list or list segment has done for given mailers in the past.
Trade show registrants (1) Persons who stopped at a given trade show booth and signed up to receive additional information or a sales call; (2) persons assigned by their companies to operate a trade show booth or booths.
Traffic Number of calls made or received per hour, day, or month on a single line or trunk of a telephone system.
Traffic Builder A direct mail piece intended primarily to attract recipients to the mailer's place of business.
Transparency Positive color film such as a slide.
Trial Buyer A person who buys a short-term supply of a product, or buys the product with the understanding that it may be examined, used, or tested for a specified time before deciding whether to pay for it or to return it.
Trial subscriber Person who orders a service or publication on a conditional basis, which may relate to delaying payment, the right to cancel, a shorter than normal term, or a special introductory price.
Trials Individuals who ordered a short-term subscription to a magazine, newsletter, or continuity program. In list rental, trials are not equal to those who convert to customer status.
Truncation Dropping the end of words or names to fit an address line into 30 characters for four-across Cheshire addressing.
TSC Telephone sales center, the department that is responsible for making and receiving telemarketing sales contacts.
Turnover rate Number of times within a year that a list is or can be rented.
Two-stage sell Process that involves two mailings or approaches-the first inviting an inquiry and the second converting the inquiry to a sale.
Type and scan Computerized data entry system that utilizes data typed by typewriter with a special font that is then optically scanned to magnetic tape.
Type specification See Mark-up.
Typeface All printing type of a specific design.
Typesetting Assembly of reading matter by the use of handpicked metal type, by keyboarding, and/or by casting or photo-typesetting.
U.S. Business Universe Database containing the names and addresses of virtually every business, institution, and office of a professional in the United States.
Uncollectible One who hasn't paid for goods and services at the end of a normal series of collection efforts.
Undeliverable Mailing piece returned as not being deliverable; also known as a nixie.
Unique ZIP Code A five-digit ZIP Code assigned by the USPS to a company or organization to expedite delivery of its large volume of incoming letter mail. With the advent of ZIP + 4 Codes, a large number of businesses and institutions have their own unique ZIP Codes.
Unit of Sale Description of the average dollar amount spent by customers on a mailing list.
Universe The total names and addresses in a given list or market segment fitting a single set of specifications.
Up Front Securing payment for a product offered by mail order before the product is sent.
Up-scale list Generic description of a list of affluents; can be mail-responsive or compiled.
Up-selling Promotion of more expensive products or services over the product originally discussed.
Update Addition of recent transactions and current information to the master (main) list to reflect the current status of each record on the list.
UPS United Parcel Service, a major supplier of small-package delivery.
Usage history Record of the utilization of a given list by mailers, managers, or brokers.
User Firm that uses telemarketing in its overall marketing program, whether it is executed in-house or by a telemarketing service vendor.
Utilities One of the major groupings of business lists, public service industries (such as water, power, light), often included with mining, contracting, manufacturing, and transportation as part of the industrial complex.
Validation mailing Second modest mailing to confirm initial test results prior to making a large continuation or rollout.
Variable field Way of laying out list information for formatting that assigns a specific sequence to the data, but not specific positions.
Variable-length record Means of packing characters on a name and address record so as to eliminate blank spaces. For most rental work such lists must then be reformatted to fixed fields in which each field, whether filled or unfilled, occupies the same numerical positions on a tape.
Variables (criteria) Identifiable and selectable characteristics that can be tested for mailing purposes.
Vendor Supplier of any facet of direct response advertising: lists, creative, printing, marketing, computerization, merge/purge, fulfillment.
Verification Process of determining the validity of an order by sending a questionnaire to the customer.
Volume discount Scheduled discount for volume buyers of a given compiled list.
Voters registration list List utilized to add multiple family members as well as age data to compiled consumer files.
Voucher copy Free copy of a publication sent to an advertiser or organization as evidence that an advertisement has been published.
Wallet flap envelope Special business repl~ envelope that utilizes the inside of a large flap to serve as the order form.
Warranty list List of buyers who mail in warranty cards identifying the particular product and its type, with or without additional demographic data.
Weighting (1) For evaluation of customer lists, a means of applying values to the RF$UISM data for each cell. (For larger lists this is better done by a computer regression analysis); (2) for merge/purge, a means of applying a form of mathematical analysis to each component for unduplicating.
White Mail Mail that comes in from customers without a purchase order form or other identification. It can include complaints, commendations, names of friends, orders, checks, even cash. It is a very important part of every direct-mail operation.
Wholesaler (Reseller) Merchandiser of lists compiled or owned by others, usually working with compiled lists mainly covering a local area; differentiated from a broker by type of list and coverage.
Window Envelope An envelope with one or more die-cut openings, usually (but not always) glassine covered, through which the address of a direct-mail piece shows, along with some color or teaser copy if there are two areas. The window envelope is preferred for computer-addressed personalized mail which can be folded to show the address and thus not need a separate addressing on the envelope.
Wing mailer Label-affixing device that uses strips of paper on which addresses have been printed.
With the grain When folding paper, parallel to the grain.
Word processor Typewriter with a memory utilized to produce individualized letters; also useful in updating and expanding smaller mailing lists.
Yield (1) The count anticipated from a computer inquiry. (2) The responses received from a promotional effort. (3) The mailable totals from a merge-purge.
Yuppies Young, upwardly mobile professional people.
ZIP + 4 Designation by the Postal Service for the nine-digit ZIP-coding structure.
ZIP code Registered trademark of the Postal Service; a five- or nine-digit code identifying locations in the United States.
ZIP Code Count The number of names and addresses in a list, within each ZIP Code.
Zip code Omission Loss of a ZIP code on a given mailing list.
ZIP code sequence The arrangement of names and addresses on a list according to the numeric progression of the ZIP code in each record. This form of list formatting is mandatory for mailing at bulk Standard mail rates, based on the Postal Service sorting requirement.
Zip code string Merging of multiple selections into one ZIP code string to avoid minimums.

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