Glossary of Terms

Address Block The space required for the name, address and barcode.

Address Service Requested A message appearing on mailing envelopes that authorizes the post office to charge the sender a fee for providing a new address (where known) of a business or person no longer at the address on the mailing piece. See Endorsement.

Automation Discount A reduced postage rate for mail pieces with a complete address and barcode that also meet other requirements for processing on automated equipment.

Bangtail A promotional return envelope featuring a perforated slip of paper beneath the flap. Recipients tear off the slip, fill out the information, and include this slip in the return envelope.

Barcode Clear Zone A rectangular area in the lower right part of a letter-size piece that must be kept free of printing and symbols, except for the barcode itself. This area should be a minimum of 4 3/4 inches long and 5/8 inches high.

Bleed When the printing on a piece goes all the way to the edge of the paper. This is accomplished by printing beyond the margins of the piece, then trimming to the margin.

Bulk Mailing A bulk mailing can be First-Class Mail (at least 500 pieces), Standard Mail or Non-Profit (at least 200 pieces). It includes mail pieces going to certified addresses and is presorted according to United States Postal Service (USPS) regulations.

Business Reply Card (BRC) A card included in a mailing to simplify reader response. One side may contain an order form or other correspondence from the recipient including his name and address. The other side features the return address and pre-paid postage.

Business Reply Envelope (BRE) A self-addressed envelope whose postage is paid for by the organization that prints it.

Carrier The envelope that contains the letter and other contents of the mail piece.

Carrier Route The area (route) or group of addresses that have mail delivered by a single U.S. Postal Service mail carrier. Can be abbreviated as CRRT.

Carrier Route Presort Mail Mail sorted by carrier route to qualify for postage discounts.

CASS Coding Accuracy Support System, a USPS process that checks the accuracy of zip codes, zip+4 codes, delivery point codes, and carrier route codes.

Closed Face Envelope  An envelope without a window.  Also called “reg” or “regular” envelopes.

Courtesy Reply Envelope (CRE) An envelope addressed to the mailer upon which the interested recipient must apply his own postage. (See Business Reply Envelope, Reply Envelope and Stamped Reply Envelope)

Data Dump Sample of a data file for purposes of reviewing data prior to personalization.

Dedupe A process by which we eliminate duplicate addresses in a mail list. The process checks duplicates either by name and/or by address.

Destination Delivery Unit (DDU) The final postal facility at which a mail piece arrives prior to being delivered to the addressee; local post offices are DDUs.

Destination Sectional Center (DSCF) A Sectional Center facility serves an extended area from which mail is distributed to its service area. A DSCF is the final SCF through which mail travels before it is distributed to recipients. SCFs are identified by the first 3 digits in a zip code.

Destination Bulk Mail Center (DBMC) The final Bulk Mail Center through mail passes before being distributed to its intended recipients.

Direct Mail The process of sending an often common message to persons selected by a list, zip code or other means via the USPS. As mail technology sophistication increases, the common message is evolving into a specific message targeted to that one recipient. See VDP and Variable Data Printing.

Direct Mail Manual (DMM) The definitive book of USPS rules and regulations.

Drop date The calendar date when a mailing is to be delivered to the post office for mailing.

Duplexing Printing or lasering personalized copy on both sides of a sheet of paper.

Endorsement A statement printed below the return address on a mail piece that authorizes the post office to take specific action for handling bad addresses. 

First-Class Mail First-Class is used for mailing letters, postcards, bills or statements of accounts and personal correspondence.

First-Class Presort To qualify for automation discounts, a First-Class mailing requires at least 500 pieces. Delivery of First Class mail is within 1 – 3 days. Maximum weight is 3.3 oz.

Flats Mail that exceeds the Postal Service's dimensions for letters (11-1/2 inches long, 6-1/8 inches high, 1/4 inch thick) but does not exceed the maximum dimension for the mail processing category (15 inches long, 12 inches high, 3/4 inch thick); dimensions for automation rate flats vary.

Indicia Printed information (usually within a box) on a mail piece showing the method of postage paid, the class of mail and the post office from which it dropped. An indicia replaces a postage stamp.

Inkjet A computer-generated method of applying variable data by sprays of dots of ink which create full characters. Inkjets can apply information onto preformed materials such as self-mailers, catalogs, brochures, annual reports, newsletters, postcards, and envelopes.

Inserting The process of placing one or more components (letter, brochure, BRE) into a carrier envelope, either by machine or by hand.

Intelligent Bar Code A 65-bar USPS barcode used to sort and track letters and flats. This barcode expands mailers' ability to track individual mail pieces and provides greater visibility into the mailstream. Its use becomes mandatory in May 2009.

Laser A computer-generated method of applying variable data by heat and pressure onto full sheets (or rolls) of paper. Lasers require flat documents such as letterhead, certificates, reply forms, etc and can not work well on preformed and prefolded materials such as self-mailers, catalogs, brochures, annual reports, newsletters, and envelopes.

Machinable Mail Mail that meets certain weight, size, and material criteria so that it can be put through the Postal Service's automated mail processing system. Machinable mail must pass 5 USPS tests: aspect ratio, reflectivity, graphic “noise,”  contrast and flexibility to qualify for consideration for reduced postage.

Mail Class The Post Office has several classes of mail. Each class has its own rules including minimum number of pieces, size, shape, weight and thickness. Organizations must apply for Nonprofit status with the Post Office. Most any other classes are open to any mailer with a postal permit. In descending order: First Class, First Class Presort, Standard, Nonprofit, Periodical, Library.

Mailer’s Cancellation A USPS-sanctioned cancellation applied over a stamp by a mailshop to emulate the importance of First Class mail, as the Post Office only cancels First Class mail today because of mail volume.

Match Mailing A mailing that has at least two elements with the recipient’s personal information on it (for instance, envelope, letter, reply), thus requiring those pieces be “matched” in the mailshop before inserting.

Merge/purge The act of combining (merging) two or more lists into one list while removing (purging) duplicate names.

Merlin Merlin is a machine through which mail must pass to ensure that the piece meets minimal post office regulations for that specific class of mail. Merlin checks for unreadable addresses, crooked addresses, dot-matrixed barcodes, as well as contrast between the address and the background Color. Mail that fails Merlin loses its postage automation discount.

NCOA - National Change of Address system An address correction service that matches mailing lists against change-of-address information for the entire country from all Computerized Forwarding Systems units. This electronic process returns submitted databases with the moved addresses flagged for correction or deletion as appropriate. USPS regulations require First Class Presort mailings to be updated every 6 months or 180 days. Starting November 1, 2008, Standard rate mailing lists must be updated every 3 months or 90 days.

Nonmachineable The inability of a mail piece to be sorted on mail processing equipment because of size, shape, content, or address legibility. Such mail must be processed manually and is subject to a postage surcharge.

Nonmachineable Materials A term that applies to the envelope flap length, seam and size configuration, rendering the envelope unsuitable for machine inserting.

Nth Name A selection process whereby the user selects only a fraction of the names on a list, using a mathematical formula. For instance, selecting every 5th name, 20th name or other variable (Nth name) to provide a valid representation of the list in its entirety.

One-time usage The stipulation in a list rental agreement that the Mailer will utilize the names on the list once only.

Package The total of all elements that go into one promotional mailing (outer envelope, letter, brochure, reply device, business reply envelope, and so on).

Permit Imprint Printed information that replaces a postage stamp or meter, that shows postage pre-payment, class of mail and post office of orgination. See indicia.

Postage Statement Documentation provided upon mail drop by the USPS. Postage Statements report the volume and weight of the mailing, the postage payable or affixed, the date of mail drop, and certifies that the mail meets the applicable eligibility standards for the rate claimed. Hence, Postage Statements are the mailer’s “Proof of Performance” that a mailing has dropped. USPS requires several forms be submitted with a presorted mailing of either First or Standard Class or Non-Profit.

Postnet Barcode A series of vertical bars and spaces, which represent a Zip code for the delivery address on a mail piece. Barcodes are required for Automation postage discounts. In 2009 Postnet Barcodes will be replaced with Intelligent Barcodes.

PMS Colors Standard ink colors available to printers and specified by number.

Postcard Postcards can be as small as 3.5”x5.5” or as large as 6”x11.5”. Postcards smaller than 4.25”x6” can be printed on 7-pt stock. Postcards larger than 4.25”x6” must be printed on at least 9-pt stock. If you want to mail at presort rate, be sure to allow ample space for the barcode (See Barcode Clear Zone.)

Presort The process by which mail is organized for delivery to maximize postal savings. Presort documentation must be presented to the USPS upon mail drop to show the job is sorted to the standards for the rate claimed. Within one mailing there are often numerous rate levels, reflecting the distribution of the mail. First Class Presort, Standard and Nonprofit classes can be produced as presorted mailings.

PURL (Personal URL) A technique that starts with a VDP direct mail piece driving interested recipients to a personalized web page. This site has embedded in it the recipient’s individual information such as name and address, variable graphics that match the recipient’s initial mail piece, and provides the recipient opportunity to sign up for an event, fill out survey questions, make a contribution, etc. PURLs conclude with realtime results analysis for the campaign.

Reply Envelope (RE) An envelope addressed to the mailer but requiring the recipient to affix his own postage. (See Business Reply Envelope, Courtesy Reply Envelope and Stamped Reply Envelope)

SCF (Sectional Center Facility) A mail processing facility that serves a specific geographic area as determined by the first three digits of a ZIP code.

Self-Mailer A one-piece direct-mail item (not a catalog) that is not mailed in an envelope. Self-mailers are typically but not exclusively postcards, foldover flyers and small brochures.

SLW (Standard Left Window Envelope) An envelope that has a “window” in a location mandated by the USPS in the lower left corner of the envelope. 9x12 envelopes do not have predetermined window positions, and 9x12 windows are therefore custom envelopes.

SRW (Standard Right Window Envelope) An envelope that has a “window” in a location mandated by the USPS in the lower right corner of the envelope. 9x12 envelopes do not have predetermined window positions, and 9x12 windows are therefore custom envelopes.

Stamped Reply Envelope (SRE) An envelope addressed to the mailer upon which the mailer has affixed live first class postage. (See Business Reply Envelope and Courtesy Reply Envelope)

Tabs Small adhesive circles used to close a self-mailer. Number of tabs and placement of them depend on size, shape and design of the mail piece. See Wafer Seals.

Teaser copy Words, usually placed on the outside of the mailing envelope (front or back) that arouse curiosity and "tease" the recipient into opening the envelope and reading the contents.

Variable Data Printing (VDP) Cutting edge technology that allows a mailer to select recipient-specific images, copy, and graphics to create one-of-one image. VDP is computer-generated and runs on laser or digital presses.

Wafer Seal Small adhesive circles used to close a self-mailer. Number of tabs and placement of them depend on size, shape and design of the mail piece. See Tabs.

White Offset (wos) Paper frequently used for direct marketing because it is inexpensive, flexible and widely available. White offset describes the paper used in letters. White Offset matches White Wove for color and texture. See White Wove.

White Wove (ww) Paper popularly used for envelopes used in direct marketing because it is inexpensive, flexible and widely available. Matches white offset for texture and color. See White Offset.

Window Envelope An envelope with a die-cut window opening to allow the delivery address to show through the resulting hole. See SLW and SRW.

ZIP+4 or ZIP4:The ZIP+4 is the 9-digit ZIP code assigned to an address by the U.S. Postal Service. Using a ZIP+4 instead of just a 5-digit ZIP code can make delivery of mail pieces faster and reduce postage rate.

43670 Trade Center Place • Suite 150 • Dulles, VA 20166
p: 703.996.0800 • f: 703.996.0888