Direct Mail Marketing Glossary

With so many terms specific to direct mail, things can get a little complicated. Let us help you understand our language! Below we’ve made a little glossary of the most used direct mail terms. Hope this helps!
#10 Envelope- a business sized envelope which measures 4 1/8 x 9 ½ inches (Used for a professional letter)
A6 Envelope- an announcement envelope used for mailers with the dimensions of 4.75 x 6.5 inches (Used for a handwritten letter) **Also known as an invitation style envelope.
Abandoned Call- when a caller hangs up the phone without having been answered or after been put on hold.
Batches- a grouping of mailers sent out at one time. For example 1000 leads sent out in two batches of 500 mailers.
CTA (Call to Action)- the part of the mailer that tells the recipient how and by what means to respond to you.
Drop Ship- using a private delivery system like Bulk Mailing Center instead of going through the United States Postal Service.
First Class Presort- a method of mailing that is more costly than standard mail but less expensive than first class. Typically delivers within 3-6 business days and you receive returned mail.
First Class Postage- Is a quicker way to get your mail to hit your prospects. It also takes 3-6 business days to arrive and with this option you also receive returned mail that is undeliverable.
House List- a mailing list that has been acquired through purchases or actions taken by the recipients.
Indicia- a printed mark in the upper right hand corner indicating that postage has been paid.
Lead- a recipient who is more likely to become a seller indicated by their own inquiries, circumstances, or responses to a mailer.
Lead List- a list of recipients who are likely to become sellers based on motivating factors and other circumstances. This list should be continually updated based on the results of every mailer.
Matched Merge- matching a list with the recipient’s personal address and name on the envelope and in the letter.
Nixie- mail that is returned for a reason other than change of address.
OSE- Outside Envelope
Proof- a document that allows the customer see what their mailing will look like.
Response Rate- the number or people taking action on your mailing divided by the total number of recipients.
RVM- ringless voicemail.
Seed- the mail sent to the direct mail campaigner to test the quality of the campaign.
Skip Trace- the process of locating a certain person’s whereabouts based on returned mail information.
Standard Class Postage- any mail that weighs less than 16 ounces. It includes circulars, pamphlets, catalogs, newsletters, direct mail. It is a less expensive postage and can take anywhere from 1-3 weeks to hit the prospects mailboxes.
Tracking Phone Number- system that allows for measuring the value of inbound calls driven by marketing efforts.
So many words, so little time! Thankfully you can leave the definitions to us as well as your real estate campaign! We’d love to help you understand your direct mail campaign with mailers that actually work. If you think of any other terms that you need clarification on feel free to comment them or give us a call!
Contact Open Letter Marketing at 978-269-0245. We can’t wait to hear from you!

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