Direct Mail Glossary: Common Terms and Jargon Explained

Thinking about sending your first-ever direct mail campaign? The mailing industry uses a lot of complicated terms, so The Direct Mail Company has put together this direct mail glossary of the common terms and jargon you might hear – from bleed and BRE to seed and simplex – each explained in plain English. The glossary runs A to Z below.

Direct Mail Terms: A–D

Bleed – The artwork extending beyond the trim line so that, after trimming, no unprinted edges appear in the final document. The bleed is usually 3mm. BRE (Business Reply Envelope) – A pre-addressed envelope enclosed so the recipient can return a reply or order form. Particularly popular in charity direct mail campaigns requesting donations. Bulk Mail – Sending large volumes of mail to different addresses, mainly for marketing purposes. Call to Action (CTA) – The part of the message that tells the recipient how to respond and provides an easy method for doing so. Carrier Sheet – The sheet carrying the recipient’s printed address, often used in polythene mailings. CMYK – The colour model used in the printing process, referring to the four inks used in colour printing: Cyan, Magenta, Yellow and Key (black). Conversion Rate – The percentage of enquiries that result in a sale. Cost Per Piece – The total cost of a mailing divided by the number of items being mailed. Crop Marks – Also known as trim marks: lines printed in the corners of artwork indicating where to trim the paper. CSV (Comma-Separated Values) – The spreadsheet file type databases are saved as so the data can be mail merged. Data Cleansing – Removing or correcting records in a database, such as duplicates and gone-aways, vital for successful direct mail. Database – A collection of personal information about customers or prospects. Demographics – Statistical information about groups of people, such as gender, age, education and income. Digital Print – Printing from an image sent directly to the printer using digital files such as PDFs. Often used for small, personalised print runs. Direct Mail – A method of marketing where a physical piece of promotional material is sent through the post to a group of customers or prospects – see our full range of direct mail services. Direct Marketing – A form of advertising where companies deliver marketing materials directly to a group of customers or targeted prospects about a product or service – see our definition of direct marketing. DSA (Downstream Access) – Mailing services provided by competitors to Royal Mail, such as Whistl, Citipost and UKMail, who sort the mail and hand it back to Royal Mail to deliver. Duplex – Printing on both sides of a piece of paper.

Direct Mail Terms: E–L

Enclosing – Inserting printed materials into an envelope. Fulfilment – All the stages required to prepare a direct mail campaign for collection. Gsm (Grams per Square Metre) – The measurement of paper weight: the higher the gsm number, the heavier the paper. Gummed Envelope – A type of envelope that can be processed and sealed by machine. Indicia – The preprinted mark in the upper right corner of a piece of mail indicating that postage has been paid. Inkjet Printing – Mono or colour ink “sprayed” onto paper, commonly used for printing addresses onto envelopes. Lead Generation – Identifying potential customers for future marketing efforts. Lifetime Value – A prediction of how much net profit a customer is likely to generate over their whole relationship with a company. Litho Printing – A printing method using metal plates – the preferred method for large print runs.

Direct Mail Terms: M–R

Mail Merge – Creating personalised address labels, letters or documents using data from a database. Mailing House – A company that prepares and organises the large-scale dispatch of letters, packets and parcels. Mailmark – A 2D barcode carrying machine-readable information used to track and sort mail, qualifying it for discounted postage. Mailshot – A direct marketing communication where a business contacts a large group of customers and prospects through the post. Mono – Printing in black only. PDF Proof – A portable document format file giving the client an accurate preview of what the finished print will look like. Poly Wrapping – Clear wrap used to enclose a mailing so the contents are visible on arrival. Postage – The cost of sending letters or parcels by post. Retention – The efforts a company makes to keep customers or clients from moving to competitors. Return Address – The address mail is delivered back to if it cannot be delivered to the recipient. Returns Management – What is done with returned mail: securely destroying items via confidential waste, sending them back to the client, or recycling. ROI (Return on Investment) – The measure of a direct mail campaign’s performance: the return generated relative to the campaign’s cost.

Direct Mail Terms: S–Z

Salutation – The part of a letter addressing the reader, such as “Dear valued customer” or “Dear John.” Seed – A copy of the mailshot sent to the campaign owner’s own address, used to verify delivery timing and check the quality of the finished mailing. Segmentation – Grouping customers and prospects into smaller sets based on, for example, demographics or buying patterns. Simplex – Printing on a single side of the paper.

The Direct Mail Company

The Direct Mail Company is a professional mailing house offering 5-star customer service, specialising in direct mail fulfilment for small and large clients. With our fully integrated printing and mail solutions, we take care of everything your direct mail campaign needs, offering affordable printing services, mail fulfilment solutions and bulk postage rates guaranteed to be cheaper than stamps, franking and Mailmark franking. The high volume of mail we send each year means much lower postage costs than standard and franked bulk mail, and we ensure your mail is delivered on time using Whistl, Citipost, UKMail and Royal Mail for the final mile. Please contact us today on 0333 038 3797 or email sales@thedirectmailcompany.co.uk with your enquiry.

Direct Mail Terminology: Frequently Asked Questions

What is the difference between direct mail and direct marketing?

Direct marketing is the overall approach of delivering marketing materials directly to targeted customers; direct mail is one channel within it – the physical mailings sent by post.

What is the difference between litho and digital printing?

Litho printing uses metal plates and is preferred for large print runs, while digital printing prints straight from digital files like PDFs and suits small, personalised runs.

What do duplex and simplex mean?

Duplex means printing on both sides of the paper; simplex means printing on one side only.

What is a seed in direct mail?

A copy of the mailshot posted to the campaign owner’s own address, so they can verify when it lands and check the quality of the finished piece.

Who can explain the rest of my campaign’s jargon?

The Direct Mail Company guides clients through every stage in plain English. Call 0333 038 3797 or email sales@thedirectmailcompany.co.uk