Glossary
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
ASCII (askey) & EBCDIC (ebsdidick)
(back to main page)
These two acronyms are the names of the two main standards for computer
instructions. Both are ways of using binary codes to describe characters
in a way that the computer can understand (converting characters into
a code that consists of the digits '0' and '1') If your mailing list
is coming from an IBM mainframe computer, it will be held in EBCDIC;
if from a PC (or similar type of computer), it will be held in ASCII.
AB Samples
A short run of maybe 10 or 20 copies using dummy data in the form
of Mr AB Sample, Any Co, 1 Any Street etc, Dear Mr Sample.
Business Lists
A list of individuals or companies. Normally they offer selections
by size of company, job title, location, number of employees, SIC
code etc.
BPI (Bytes Per Inch)
This refers to the number of individual units of information written
on each inch of magnetic tape. The amount of information a tape can
hold depends on its length. Most new 1/2 inch tape drives write data
at 6250 BPI.
Block Size
It is quicker for a computer to write information in blocks or 'bursts'
of characters, rather than character by character, and it is usual
practice to assemble data into blocks before moving it onto a tape.
Block size is the number of characters in each block written on a
tape.
Back ups
A back up is a copy of the information on your system which you store
just in case it all goes horribly wrong. Computers usually have the
facility to create back ups, which are a special type of copy, using
compression and transaction logging, and can only be restored by a
complementary restore program. Back up files are not suitable for
data transfer. Archiving is the process of copying data on to a removable
media for storage and removing it permanently from the machine.
Bytes and Bits
Each character used by a computer is the equivalent of a 'byte' and
this term is sometimes used when expressing, for example, the speed
at which data is transferred (bytes per second) or the rate at which
data is written to tape (bytes per inch). A byte is made of eight
'bits'. These are the 0s and 1s (literally 'on' and 'off') that binary
code is made up of and on which computer languages are based.
Batch
The collection of data or programmes put together prior to processing.
Bursting
This machine removes the sprocket holes from the computer print after
it has gone through the printing process.
Bulk
A term to describe the thickness of paper.
Bereavement Register
In the UK, over 700,000 people die each year - more than 1,500 people
every day. Have your data validated against this file and suppress
these names from your next mailing. This register from REad Group
used alongside Mortascreen will achieve maximum accuracy in this sensitive
area.
Collate (back
to main page)
Gather sections of printed material prior to binding or stapling.
Colour Proof
Full colour copy of a page to check prior to printing.
Cromalin
Similar to above but produced electronically
Coding
An identification number or letter put on the reply device, or elsewhere
to enable the reply to be traced back.
Copy Proof
A proof is produced to ensure that the supplier's interpretation of
the instructions given is what you intended, with regard to content,
spelling, grammar, typefaces and positioning. It gives us the opportunity
to make minor adjustments before the final set-up.
CSV (Comma Seperated Values)
A common method of separating the fields within records in a mailing
file, using commas to tell the program where fields start and finish.
As the text in a field may also contain commas, the text string has
to be identified by surrounding it with double quotes. Of course,
the text itself may contain double quotes, leading to the convention
of showing them as a pair of double quotes. This increases the complexity
and the margin for error so it is safest to use CSV as a format only
when you are certain the data contains no commas or double quotes.
If you can't be sure, export the data in another format such as TXT.
Curl
Paper contains a high proportion of water. When paper passes through
a laser printer the side of the paper that comes into contact with
the hot fusing roller will curl.
Consumer Lists
A list of individuals at their home address.
Consumer Profile
A combination of characteristics that indicate a purchasing or behaviour
lifestyle which can be matched to the profile of your customers.
Duplex (back
to main page)
Printing on both sides of the paper.
Default Salutation
When personalising a letter the form of greeting the computer will
revert to when the name is unknown.
De-duplication
Where lists are coming from several sources, the possibility of duplicates
is increased. Most list managers have some means of merging duplicate
records, or deleting one of them, but some will still remain. Numbers
of duplicates have fallen as more list owners clean their lists and
run them against the Postal Address File (PAF), so the issue is more
often about similarity of names not addresses.
Data Capture
Loading onto computer; names, addresses and other information from
coupons or reply cards. This may be done manually or by OCR.
Digitising
For most printable characters, a computer already has the pattern
of dots set up, but with a picture (or a signature for example) the
computer needs instructions for the position of each dot that will
make up the picture on the printed page. This process turns the image
into a list of a numbers of digits.
Data Transfer
The process of moving information from one computer system to another
involves two distinct tasks: the physical moving of it from one machine
to another and conversion (or standardisation) to organise the data
in such a way that the destination computer can use it. The most common
media for data transfer are 1/2 inch tape and 3 1/2 inch floppy disk.
DAT or 1/4 inch tape drives are less common. Generally, the common
standard for data written to tape is fixed length records, and DOS
text files for floppy disks.
Data Compression
Because of the limited capacity of floppy disks, programs have been
developed to compress data so that more can be fitted on to a disk.
The most common is PKZIP/PKUNZIP.
Envelopes (back
to main page)
Wallets
Pockets
C6 114mm x 162mm
C6 162mm x 114mm
C5 162mm x 229mm
C5 229mm x 162mm
Oversize C5 162mm x 238mm
C4 324mm x 229mm
C4 229mm x 234mm
DL 220mm x 110mm
DL 110mm x 220mm
Oversize DL 114mm x 229mm
Email Newsletter
A newsletter that is sent out directly by email on a daily, weekly
or monthly basis. Advertisers can create their own newsletter or buy
ads and links on other peoples.
Electoral Role
Names and addresses on a database can be validated against the electoral
role. It is the largest name and address data asset in the UK, with
some 46 million adults residing at around 24 million households in
the UK.
Folding (back
to main page)
Can be done by a variety of machines. It takes a flat printed sheet
and folds it to the finished size ready for inserting in the envelope.
Fixed Field
An area in a computer file of fixed length into which a specific type
of information is put.
File
A group of records anything from a name and address to a whole mailing
list.
Flagging
Excluding names from a list selection when buying an additional part
of a list that you have already had.
Flag
To put a marker against a name for ease of recognition for later use
i.e. to check on the response of a certain list.
File (or record) Layout (or structure)
The record of an individual name, address and other information has
to be ordered in a way in which the specified computer program can
recognise. There is no standard way of organising these things. Information
required is what the items are in each record, in what order, and
how to tell when one ends and the next begins. This description is
the file (or record) layout.
Fonts
Otherwise knows as typefaces. Fonts have 'family' names (Courier,
Times, etc.) which identify the design of the font (letter of the
alphabet, number and symbols such as &, @, ?, etc).
Fields
These are the sections into which the record is divided, and in which
the same type of information is held in each record.
Goneaway Suppression (back
to main page)
The GAS files from REad group are a key source of information regarding
home movers in the UK. The GAS file consists of over 12 million records
updated every quarter. 6.4% of the poplulation move house each year
- over 9,000 people each day.
Hard and Floppy Disks
A faster and more efficient storage method for data than tape.
Hard disks replaced tapes as the primary means of data storage, and
are constructed of stacks of highly engineered metal disks coated
with a recording surface across which the recording heads travel at
unimaginable speeds.
Floppy disks work in a similar way, but are designed for portability.
Originally, these were actually 'floppy' and much larger than the
now standard 3 1/2 inch, which has an integral hard plastic case.
They are slow and inefficient with little storage capacity, but cheap.
Justification (back
to main page)
A line or paragraph of text can be centred between the margins of
the page, aligned to either the right or left margin, or justified
between both margins. With direct mail, it can be problematic when
inserting an item of variable text into a paragraph. As this variable
text will change in length from letter to letter, especially with
a proportionally spaced font, it can effect where the line, and the
paragraph itself, ends. This needs to be taken into account when setting
the position of the fixed text blocks in the same letter.
Key Coding
If your mailing has a response device it is useful, for analysis,
if it contains a code which indicates, for example, which list that
individual came from.
The addition of a unique record number (URN) offers the opportunity
for far more detailed analysis of response at the end of the campaign.
Laser compatibility (back
to main page)
Printers will provide you with assurances that the paper and inks
they have used on your job will work satisfactory with laser printing
processes, but you won't get any form of guarantee or promise of compensation
should they prove otherwise - beware!
Long grain
Paper curls along its grain (the direction in which the fibres it
is made up of lie). If paper is cut 'long grain' with the grain running
parallel with the long edge, it will curl along that edge. If cut
'short grain' it will curl along the short edge (paper tears in a
straight line along the grain). This only matters if the paper curls
along the edge that is at right angles to the rollers of the printer,
as this will increase the likelihood of jamming.
Labels
There are two main types, Cheshire and self-adhesive. Cheshire are
not labels at all. Addresses are printed on continuous stationery
that is fed into a Cheshire machine, which cuts them to size and then
gums the back and sticks them to the envelopes mechanically. To overcome
any possible negative impression created by a paper label, some manufactures
now produce transparent labels.
List Exchange
A process where two non-conflicting organisations may swap lists to
undertake mailings of their own products.
List Sample
A random selection of names taken from a list to allow for a test
mailing.
Live Names
Names of active customers, normally who have purchased within recent
weeks. Also called Hotline names.
Merging and purging of lists (back
to main page)
When several are rented in for a mailing. This removes duplicates
and other unwanted information. We may also offer to run your file
against the Mailing Preference Service file to make sure you don't
send mailings to those who don't want them.
Mailsort
Is a way of obtaining a discount from Royal Mail on high volume postage.
Basically, mail must be bagged up ready sorted, not just in Postcodes
but in Mailsort codes derived from the Postcode. This is a two-stage
computer process once the selection has been made for a specific mailing,
taking into account the weight of the pack and who will be getting
it. This can add a whole day to the lead-time for a job!
Mailsort Sortation
Outputting the address in such a way as to gain maximum postal discounts.
Machine Proof
This is the proof that the laser operator takes before running the
job for real. It will usually use the actual data from the mailing
file and allows for final confirmation that the job is set up in exact
accordance with your instructions.
MPS (Mailing Preference Service)
This service can help target your mailing to individuals who wish
to be included in direct mail activity and excludes those who do not
wish to take part.
Mortascreen
Another deceased register. Have your data validated aginst this file
and suppress these names from your next mailing. This register from
Harte-Hanks used alongside The Bereavement Register will achieve maximum
accuracy in this sensitive area.
Name Conversion (back
to main page)
Salutation variation - it is common for a list to contain all of an
individual's name in one field. In order to merge letters with such
a file it is necessary, as a bare minimum, to work out what should
follow the word 'Dear' (the salutation). A complex program is required
to do the job properly, and even then if the file has been assembled
in a sloppy, illogical fashion, mistakes will occur - It is usually
possible to correct files supplied in this way.
Net Names
The result of the deduplication process across several lists. Often
if renting a list this is the quantity you will pay for.
Nth Name
A method of selecting a sample of names randomly from a database to
allow a test.
National Change of Address File
The National Change of Address file contains details of some 8 million
house movers. This allows you to stay in contact with your customers
and prospects even though they may have moved.
OCR (back
to main page)
Optical Character Recognition - a computerised way to load data onto
a computer by 'reading' the source documents.
Out of register
When one or more of the colours is out of alignment with the other
pieces of print.
Proportional Spacing (back
to main page)
One of the major differences between a document produced on a typewriter,
with the same distance between each character, and a typeset document
produced by a print shop, with the character spacing dictated by the
design of the font. These days, word processing on computers makes
this 'typeset' effect available to everyone.
Programming
A service where we will write specific computer programmes to allow
you to use or produce information in a certain way.
Personalisation
A method of selecting a sample of names randomly from a database to
allow a test.
PE and NRZ
You may see tape specified as, for example, '1600 BPI PE' - Phase
Encoded. This description differentiates it from tapes that are NRZ
- Non Return to Zero. When specifying the way data is written to tape
always ensure that it is PE not NRZ.
Phillipsburg (or similar)
This machine is synonymous with mailing houses. Nowadays they have
become more up to date and can incorporate OCR readers to ensure mailings
with more than one personalised element are matched together. They
can run at up to 10,000 per hour, if all goes well.
Presstream
You can use Presstream; if you mail a newsletter, journal, periodical
or magazine (catalogues not allowed), published and posted no less
than twice a year, it can be 1000 packets or 4000 letters, addresses
postcode to 90% defined by PAF (R in a circle) plus meet certain other
conditions. It offers substantial savings and could enjoy up to 40%
on normal postage.
Print Image
You may hear of 'print image tapes' - tapes containing your job that
can be loaded on to a tape drive attached to the printer. The normal
procedure these days is for the operator to set up the fixed text
for the job and the tape to contain only the variable part of the
job (address data etc.). It is not usually necessary to produce a
true print image tape when the job is being done on a system where
the computer is directly connected to the printer.
Permission Based Email Marketing
Permission based emails are only sent to consumers who have opted
to receive more information about a product or from a company. This
is the only sort of mail, marketing people should be involved with.
PAF (Postal Address File)
On receipt of database we will run it through our PAF validation service.
This will validate the addresses against the Post Office address file
and will enable us to identify any inaccurate fields present on the
database, providing you with fully accurate addresses ready for mailing.
QMP (back
to main page)
This is the standard for Mail Production. QMP was launched in March
2001 and is managed by the British Accreditation Bureau (BAB). QMP
is relevant to all mailing houses that carry out enclosing and despatch
services under the remit of direct mail. Hercules became accredited
on 21st March 2001.
Response Analysis (back
to main page)
Evaluation of the results of your mailing by comparing responses to
different lists and other criteria.
Record
A list held on computer is made up of records for each individual
on the list. Each record is made up of a number of fields, which must
be organised in exactly the same way for every record so the computer
can produce consistent results.
Record length
The record length is the sum of the length of all the fields it contains.
With a fixed length record file, unlike a CSV file, the only indication
of which record is which is how far from the start of the tape (measured
in characters). For this reason it is essential that field lengths
remain fixed and are not altered.
Repro
Pre-press camera work, scanning and film make-up.
Rotated
Printing sideways.
Simplex (back
to main page)
Printing on one side of paper.
Salutation
The name at the top of the letter.
Sleepers / Seeds / Decoy Names
Names inserted by the list owner to check on usage of a rented list.
The list owner will scatter these names and addresses throughout the
list to ensure that it is only used once and for the purpose it was
rented. Sleepers or seeds are usually sown randomly throughout the
list to avoid special treatment. When phasing mailings care must be
taken to ensure sleepers appear in each phase.
SIC
A method of classifying businesses by their activity, it stands for
Standard Industrial Classification.
Sequencing
It can be very useful to print a sequence number on mailing letters
and/or labels, facilitating easier matching of personalised items
and helping the laser operator if there is a paper jam.
Selecting / Sorting
As part of the selection process, the file needs to be sorted into
the right order for printing. This may be for Mailsort discounts,
or you may want to divide a mailing up into batches based on, say,
sales areas.
Symbol Set
Because computers are basically English language oriented, it has
been necessary to add to the basic character set extra numbers to
represent foreign characters (a,e,i,o,u etc). The same number can
represent different characters in different languages, which means
that the computer is only capable of handling English and a limited
number of other languages at a time.
Spam
The opposite of opt in, spam is unsolicited email. Internet users
don't like it - and is generally linked to junkmail that you are having
to pay for. Reputable companies generally have strict spam policies.
Standalone
A standalone is an advertising email that is sent on its own. Standalones
can be targeted by interest, income, progression or gender. The email
goes directly to recipients who have opted to receive it.
Tape Layout (back
to main page)
A description of the data, and its position, held in each record on
a computer tape. Most laser printers tape requirements are IBM compatible,
9 track, 1600 bpi (bytes per inch) code EBC DIC.
Text Variables
A personalised direct mail letter usually consists of a body of text
that remains the same for all letters and other text that varies with
the recipient. This might be more than just the name and address,
perhaps date of birth, details of previous purchases, or other references
from the record for that individual.
Testing
As you want your job to run smoothly first time, allowing your supplier
to test the various elements of it before it goes live, is a very
good idea.
Tape
Tape for computer data (similar to the tape you are familiar with
used for sound recording) is a long strip of vinyl of similar material
with a magnetic coating. It can come in a number of formats, 1/2 inch
or 1/2 inch on a reel, or in a DAT tape cassette.
Tape Label
A label stuck on the reel of tape containing your data doesn't tell
the computer anything. For the machine to read your label it must
be part of the data on the tape.
TXT (tab deliminated values)
Most programs will allow you to choose the delimiters used, so opt
for a character that is unlikely to be printed, such as the tab character.
Files created using this character as a separator are termed TXT files.
Some programs create CSV files when asked for TXT, but this isn't
usually a problem.
Tape Conversion / Formatting
Taking your own discs or tapes and converting them to a format to
run on theirs, or other computers.
Telephone Number Verifcation and Appending
Through OSIS (Operator Service Information System) is the central
BT/Oftel database of residentail telephone numbers. This service allows
you to verify or append a telephone number ot an individual's address,
also compensating for missing, mis-keyed or out of date records.
Walksort (back
to main page)
Is so named because it allows you to sort your mail to within its
actual 'postal walk' that is, the route and the addresses within it.
All Walksort mail goes to the delivery office, is labelled and bundled
for the specific delivery walk, so requires less handling. Its available
to you if your mailing consists of at least 4000 letters (or 2,000
within one postcode area) plus some coverage conditions. Walksort
ensures that you mail at a significantly reduced cost.
White Proof
A proof on plain paper to avoid wasting letterhead, or before letterhead
is printed or delivered - this is especially useful if the extent
layout is to be used to guide the positioning of artwork on the letterhead.
