Print & Post Service

Direct Mail Glossary

Your Guide to Mailing Industry Terms 

Welcome to Our Comprehensive Direct Mail Glossary 

We understand that the direct mail industry can be filled with technical terms and jargon that might feel overwhelming, especially if you’re new to it. That’s why we’ve created this Direct Mail Glossary—a comprehensive guide designed to demystify the language of the mailing world. 

Whether you’re looking to refine your knowledge, enhance your marketing strategies, or simply understand the terms you hear in meetings, our glossary is here to help. It’s written in plain British English, tailored for the UK mailing industry, and packed with definitions covering everything from A/B Testing to Yield Analysis. 

Why This Glossary Matters 

  • Ease of Understanding: Break down complex industry terms into simple, actionable language. 
  • Stay Informed: Whether you’re a marketer, designer, or data analyst, having a solid grasp of direct mail terms can improve your campaigns. 
  • Plan Effectively: Use this resource to make informed decisions and collaborate seamlessly with your team and partners. 

What You’ll Find

  • Over 100 Industry Terms: From Bleeds and Bulk Mail to Postcode Address Files and QR Codes, we cover it all. 
  • Clear Definitions: No fluff—just precise, straightforward explanations. 
  • Relevance to UK Mailing Standards: Focused on terms used in British direct mail, with insights into Royal Mail services and GDPR compliance. 

Who Is It For?

  • Marketers: Plan your campaigns with confidence. 
  • Business Owners: Understand the tools and services that make direct mail effective. 
  • Agencies and Designers: Speak the language of direct mail when collaborating with clients.

Explore the Glossary 

Here are just a few examples of the terms you’ll uncover: 

Each term is explained in detail to give you the clarity you need to succeed. 

Get Started

Take the guesswork out of your campaigns. Bookmark this page and return anytime you need to refresh your knowledge or find a new term. 

At Selectabase, we’re here to help you make every campaign a success. If you’d like more tailored advice or support with your direct mail projects, feel free to contact us. 

Master the language of direct mail—start exploring today.

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z

A

A/B Testing: Testing two versions of a mail piece to determine which performs better. 

Address Block: The part of a letter showing the recipient’s address. 

Address Cleansing: Updating and correcting address data for accuracy. 

Advertising Mail: A Royal Mail service for promotional mail at discounted rates. 

API (Application Programming Interface): A tool for integrating software, often used in mailing systems. 

Artwork: The visual design of a mail piece, including layout and images. 

B

Bleed: Printing that extends beyond the trim edge to ensure no unprinted borders after trimming. 

Bounce Rate: Percentage of undelivered mail due to incorrect addresses. 

Bulk Mail: Large-volume mail sent at reduced postage rates. 

Business Reply Envelope (BRE): An envelope allowing recipients to reply without affixing postage. 

C

Call to Action (CTA): A prompt encouraging recipients to take action (e.g., call, visit, or buy). 

Cleanmail: A Royal Mail service for pre-sorted, compliant mail. 

Cleansing: The process of removing duplicates or errors from a mailing list. 

Coated Paper: Paper treated for a smooth finish, available in gloss, matte, or silk. 

Cost Per Thousand (CPT): Cost to reach 1,000 recipients. 

Customisation: Personalising a mail piece to make it relevant to the recipient. 

D

Data Profiling: Analysing customer data to identify trends and target audiences. 

Data Suppression: Removing incorrect, duplicate, or irrelevant data from a list. 

Demographics: Statistical data about a population used for audience targeting. 

Die-Cutting: Cutting paper or card into custom shapes for unique mail pieces. 

Door Drop: Unaddressed mail delivered to households within specific areas. 

Dot Matrix Printing: A type of impact printing often used in mailing for cost efficiency. 

E

Embossing: Raising patterns or text on paper for a tactile effect. 

Envelope Personalisation: Printing names or custom details on envelopes. 

ESG (Environmental, Social, Governance): Considerations for sustainable mailing practices. 

Exact Match: Ensuring database entries align perfectly with mailing criteria. 

F

Finish: The texture or appearance of printed materials (e.g., gloss, matte, or silk). 

Flat Mail: Large, flat mail items like catalogues or brochures. 

Foiling: Applying metallic or coloured foil to mail pieces for a premium finish. 

Fulfilment House: A company that handles the printing, packaging, and sending of direct mail campaigns. 

G

GSM (Grams Per Square Metre): A measure of paper weight and thickness. Higher GSM values indicate thicker paper. 

  • 80-100 GSM: Standard letter paper. 
  • 120-170 GSM: Heavier paper for flyers or leaflets. 
  • 250-350 GSM: Card stock for postcards or premium brochures. 

Geodemographic Targeting: Targeting based on geographic and demographic data. 

GDPR (General Data Protection Regulation): EU law governing data privacy, critical for mailing. 

Giveaway: A promotional item included in a mailing to drive engagement. 

H

House List: A company’s in-house database of customer and prospect addresses. 

I

Insertion: The process of placing a document or item into an envelope for mailing. 

Inkjet Printing: Commonly used for addressing mail items directly on the envelope or package. 

Inserts: Additional materials included in a mailing piece, such as coupons or flyers. 

J

Junk Mail: Unwanted promotional mail received by consumers. 

Job Bag: A physical or digital folder containing all details and proofs for a specific mailing project. 

K

Key Performance Indicator (KPI): Metrics used to measure the success of a mailing campaign. 

Keycode: A unique identifier on a mail piece for tracking responses. 

L

Laser Printing: A high-speed printing method for producing mail with variable data. 

Lead Time: The time required to prepare and execute a mailing campaign. 

Lettershop: A facility dedicated to preparing and mailing direct mail campaigns. 

Litho Printing: A high-volume, cost-efficient printing method ideal for large runs. Produces high-quality, consistent results. 

M

Mail Merge: Combining a template with a database to produce personalised letters or emails. 

Mail Sortation: Sorting mail by postal region to qualify for discounted rates. 

Mailsort: A Royal Mail service for bulk mailing to specific addresses. 

Matrix Pricing: A tiered pricing system based on mail volume and complexity. 

Matte Coated Paper: Non-reflective paper suitable for text-heavy designs. 

N

NCOA (National Change of Address): A database for updating addresses when recipients move. 

Nonprofit Mail: Discounted mail services for registered charities. 

O

Opt-In: When a recipient agrees to receive marketing communications. 

Opt-Out: When a recipient chooses not to receive further communications. 

P

PAF (Postcode Address File): A database of all UK postcodes and corresponding addresses. 

Pantone Colour Matching (PMS): A colour system ensuring consistent hues across print runs. 

Perforation: Creating small holes in paper for easy tearing, commonly used in vouchers or coupons. 

Personalisation: Adding tailored details (e.g., names, locations) to a mail piece. 

Postage Paid Impression (PPI): A pre-printed mark indicating postage is prepaid. 

Postcard Mailer: A simple and cost-effective direct mail format. 

Q

QR Code: A scannable code linking to digital content like websites or promotions. 

Quality Control: Ensuring accuracy in data, printing, and fulfilment. 

R

Response Rate: The percentage of recipients who respond to a campaign. 

ROI (Return on Investment): Measuring profitability relative to campaign costs. 

Royal Mail: The UK’s postal service provider, often used for direct mail distribution. 

S

Scoring: Pre-folding paper along a line to make it easier to fold neatly. 

Seed List: A list of addresses added to monitor delivery and campaign quality. 

Self-Mailer: A mail piece sent without an envelope, often folded with adhesive seals. 

Suppression File: A database of people who should not receive marketing mail. 

T

Targeting: Directing a campaign at specific audience segments for better results. 

Trim: The final cutting of printed materials to the desired size, removing any bleed. 

Turnaround Time: The time needed to produce and deliver a mail campaign. 

U

Undeliverable-As-Addressed (UAA): Mail that cannot be delivered due to incorrect addresses. 

Upsell: Encouraging recipients to purchase additional or premium services. 

V

Variable Data Printing (VDP): Customising text, images, or offers on individual mail pieces. 

Voucher: A coupon or discount included in a mail piece. 

W

Walksort: A method of sorting mail by the delivery route for efficient distribution. 

White Paper: Informative documents used to engage and educate B2B recipients. 

X

X-Date: The expiration date of an offer or promotion in a mail campaign. Shape

Y

Yield: The return on investment from a direct mail campaign. 

Z

ZIP Code: Equivalent to the UK’s postcode, used in international mailing. 

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