Glossary
A | B | C | E | F | G | L | M | N | O | P | R | S | T | U | W
A
A/B Split
A single list or merged database that is split into two unique and equal segments. Each part is coded uniquely for tracking.
B
Base Rental Fee
The standard rental fee for a list (on per thousand name basis or flat) excluding select charges, run charges, and delivery fees.
Blast Date
The date when an e-mail list must be sent or transmitted.
C
Cheshire Labels
A computer generated sheet list having rows of names and addresses with no gum or perforation.
Clearance
A request for advance approval to order a list for a specific offer and mail date.
Compiled List
A list that is gleaned from public records, industrial directories, association membership rosters, yellow or white pages, questionnaires, and other sources.
Continuation
The subsequent rental of a list for an offer that has been tested with the identical selection criteria.
Count Request
A request to ascertain the number of names on a list meeting specific criteria.
CPA
The “Cost per Action” (CPA) is a fee that is assessed by a site owner or their agent when a prospect takes action in response to an offer on the web.
CPM
Most lists (names) are rented for one-time use on a “Cost Per Thousand” (CPM) basis.
Credit Hold
Accounts may be placed on “Credit Hold” when list orders are placed on behalf of new mailers or others who have not remitted timely payment.
E
Electronic Transfer
Data that is transferred electronically via e-mail or File Transfer Protocol (FTP).
Exchange
A transfer of names to another company for an equivalent number of comparable names.
F
FTP
Data that is transferred via File Transfer Protocol (FTP) requires password level access to a special area on the recipient’s web site.
G
Guarantee of Payment (GOP)
A written promise to remit payment on behalf of a mailer within a specific number of days following the mail date. Also known as a Letter of Guarantee (LOG).
L
Letter Shop (Mail House)
A company who specialize in preparing direct mail for delivery to the post office.
List Broker
A non-exclusive sales agent who represents both the mailer and the list owner or their manager.
List Enhancement
The process of adding data elements to a given list.
List Manager
Most list managers have exclusive relationships with list owners. Their role is to promote their managed properties to list brokers and others who wish to facilitate list rentals and exchanges.
List Owner
A person who claims ownership over an unique and proprietary list.
List Owner Approval
Most list owners require advance approval of the mailer, their offer, and mail date before they will rent or exchange their “customer” or “inquirer” names with third parties.
List Rental Agreement
A contract restricting the use of a list.
M
Mailer
The person who initiates the purchase or exchange of a list. This is often confused with an individual or company who rents lists. They may be agents rather than “end users.”
Mail Date
The specific date or time frame when a list will be used for a given offer.
Merge-Purge
A process that entails combining diverse lists into a single merged and de-duped mail file.
Minimum Order
The minimum cost for a list or other direct marketing service at AccuList. Most list companies refer to 5,000 names as their “minimum order.” Our preference is to state a minimum purchase of $550, regardless of the media or service.
Multiple Use
A special agreement that allows a mailer to re-use a list for multiple campaigns at discounted rate.
N
Net Names
A special pricing arrangement that allows the mailer to avoid payment for gross names delivered, and includes an allowance for names that duplicate against other external files.
Net Net
A special pricing arrangement that allows the mailer to pay for only those names that are mailed rather than the total number delivered (pre merge-purge).
O
One-Time Use
Most lists are “rented” or “licensed” for one-time use to a specific mailer for a given offer rather than “sold” for unlimited use.
P
Payment Terms
In the list business, it is customary to remit payment within 30 days of mail date, unless other arrangements are made in advance and approved by the list owner or their agent.
Prepayment
It is customary for “new mailers” and others who have not tested a particular list to remit prepayment on their first order. Subsequent orders are subject to industry standard payment terms.
R
Reciprocal Rental
A special agreement between a list owner and mailer to rent comparable names to one another for the same base rental fee.
Rejected
The unconditional denial of access to a list for a specific offer and mail date.
Re-Use
A list that is used for a second time.
Response List
A list that is gleaned from respondents to various offers. This includes buyers, inquirers, and others who have expressed an interest in a particular company, product, or service.
Rollout
An order to mail the remainder of a particular list or segment thereof.
Run Charges
Charges applied to names not used in a merge-purge.
S
Sample Mailing Piece
The actual mailing package or copy (PDF) that will be sent to a particular list.
SAN Number
If you are a commercial mailer, you must register with the Federal Trade Commission (FTC) before you may contact others on telemarketing lists. A SAN number is required by AccuList to order lists with telephone numbers.
Script
If you are planning an outbound telemarketing campaign, most list owners require a sample (script) of what will be represented on the phone.
Select Charges
Additional charges associated with a list rental that are not included in the base rental fee.
Send Date
The date when an e-mail message (HTML or Text) is sent or transmitted.
Service Bureau
A company who houses and maintains lists for third parties. Also known as a Computer House.
T
Test
A specific quantity of names from a list.
Total Universe
The total number of names available on a list.
Turnaround Time
The time required to process and fulfill a list order.
U
Unlimited Usage
An agreement to license a list for an unlimited number of usages over a specified period (usually one year).
Usage
A report which indicates the names of mailers who have tested a list as well as those who have continued to mail the file for the same offer, including re-tests and rollouts.
W
Want By
The date when a list must be delivered to a third party, usually a mail house or service bureau.
For immediate assistance, call (877) 445-4787.
