DHL Global Mail USA

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Label	A paper form (pressure-sensitive or cheshire) bearing a name and address which, when affixed to a mailing piece, serves as the address vehicle.
Label, Peel-Off	Pressure-sensitive - a self-adhesive label form that can be peeled off its backing form and pressed onto a mailing piece by hand. When the backing sheet of a peel-off label is affixed to a mailing piece, the recipient is invited to peel off the label and affix it to a reply device or an order form.
Label, Gummed	Perforated label form on paper stock which must be individually separated and moistened before being applied to the mailing piece.
Label, One-Up	Conventional cheshire or pressure-sensitive labels for computer addressing that are four-across horizontal. One up labels are in a vertical strip with center holes for machine fixing.
Laser Printing	Similar to a photocopy machine, the laser printer uses a laser beam, toner and fuser to "etch" the image onto a photoelectric drum.
LC (lettres et cartes)	A classification of international mail to include letters, letter packages, aerogrammes and postcards.
Lettershop	A company that assembles and prepares for mailing all the material in a promotional effort. (They will burst, trim, fold, insert, seal, meter, bundle, bag, and deliver mail to the post office for processing).
Lifetime Value	In direct mail and marketing, the total profit or loss estimated or realized from a customer over the active life of the customer's record.
List Broker	A list specialist hired by a mailer to make the necessary arrangements to use other companies' lists. Brokerage services usually include: research, list selections, recommendations and logistics so that the rented lists arrive at the proper time. The standard commission to a list broker is 20 percent.
List Cleaning	The process of updating a list in order to remove any undeliverable addresses. Other cleaning activities could include removing duplicates, bad debts, names on the DMA Mail Preference Service, prison ZIPs, etc.
List Compiler	A person who builds a list of names & addresses from a variety of sources. Sources can include directories, newspapers, public records, sales slips, trade show registrations, etc.
List Exchange	An agreement between two companies for the use of each other's list.
List Maintenance	The ongoing process of keeping a mailing list up-to-date by adding, editing and deleting data.
List Owner	1. A person or company who has built a list by compiling names which have something in common. 2. Someone who has purchased a list from someone else
List Protection	Lists are valuable. They are protected by review of the mailing piece, the mailer (renter), insertion of seeds by the list owner, and obtaining a guarantee from the mailer (renter) that the mailer will only use the list as many times as the mailer has paid for and agreed to.
List Rental	The arrangement between the list owner and mailer where the owner gives the mailer a set of names for a one time use for which the list owner is paid a royalty by the mailer.
List Royalty	Payment to a list owner for use of a list on a one-time basis.
List Selection	Processes of segregating smaller groups within a list. This segregation creates a list within a list.
List Sequence	The order, most usually by post code/zip code, in which names and addresses appear on a list.
List Source	Original source of names and addresses for a mailing list.
Local Business Reply Service	A service where a mail operator may set up a PO Box or similar address in a country overseas for the purpose of receiving response mail. The purpose may be to give the impression that the mailing company resides in that particular country or to reduce the cost of response mail.
Local Currency	The unit of currency used in the particular country referenced.
Logo	Name of a company or product in a special design, used as a trademark in advertising and promotion.

Machinable	Items of mail within certain size specifications, making it possible to use automated machinery for postmark application.
Magnetic Tape	A computer storage device for electronically recording defined bits of data.
Mail Code	Also known as Mail Key, Key Code, or Source Code. This is an alpha and/or numeric designation usually imprinted on the response vehicle which enables the mailer to identify the performance of various promotional components of a mailing.
Mailer	1. Direct mail advertiser who promotes products or services by using house lists or his own list - or the two combined. 2. Folded carton, wrapper, or tube used to protect materials in the mail. 3. Printed direct mail advertising piece.
Mailhouse	Together with lettershop services, mailhouses undertake the sorting and consolidation of mail.
Mailing Machine/Inserter	Machine that attaches labels, addresses envelopes, inserts printed pieces into any style envelope as well as sticking postage on mail pieces.
Mail Preference Service (DMA MPS)	The Direct Marketing Association (DMA) offers a service for individuals who want their names removed from mailings lists so they will stop receiving direct mail.
Make-Ready	In printing, all work done and materials required to set up a press for printing.
Master Mailer	Inserting machine for large envelopes.
Match	To make the typing of addresses, salutations, or I inserts into letters agree with other imprinted copy.
Match Code	Code developed by either the user or creator of a file for matching records contained in a second file.
Match Fill	Getting the body copy of a letter typeset and preprinted by a printer to achieve the appearance of a personalized letter. Names, addresses and other information can be added during computer printing.
Match Mail	Matching together various personalized items within the same mailing kit.
M-Bag	A special direct sack for mailers who wish to send printed matter to a single addressee in other country. The weight limit is 30 kg. (For some countries less).
Media	The actual vehicle used to transmit an advertising message.
Merge-Purge	To merge one file with another to produce a file with no duplicated names, etc.
MHU (Mail House Unit)	Mail Processing Facilities.
MICR	Magnetic Ink Character Recognition. Ink that can be scanned by Optical Character Reading machines (OCR's). This type of toner is used frequently by banks to produce cheques.

National Change Of Address (NCOA)	A service offered by the United States Postal Service (USPS) through designated suppliers, whereby a direct mail advertiser can have his list 'cleaned' against USPS files.
National Postal Operator	Historically known as PTT's, since governments typically operated all communications services including the postal service, telephone and telegraph. A term for a country's postal operator, the actual name of which varies from country to country.
Net Name Arrangement	An agreement between list owner/manager and list user/broker which allows for the mailer to pay for less names than actually received. Such arrangements are made when the quantity ordered from a given list is at least 50,000 names, though terms vary from list owner to list owner.
Nine-Digit Zip Code (US)	The first five digits are identical to the present five-digit zip code. Of the four additional digits, the first two denote a sector, and the last two denote a segment within a sector. A four-digit sector/segment combination is unique within a five-digit zip code area.
Nixie	Letter or package returned to the sender because it can not or will not be delivered, usually due to an incorrect, illegible, o
Non-Documents	A mailing containing an item or items which are assessed for duty by customs.
Non-Machinable	The incapacity of a mailpiece to be sorted on a mail processing equipment because of size, shape, content, or address legibility.
Non-Readable	Mail whose address cannot be deciphered by an optical character reader.
North/South Labels	Mailing labels that read from top to bottom and can be affixed with Cheshire equipment.
No Value Declared	This term is used in certain countries instead of 'No Commercial Value'. The definition is the same.

Optical Character Reader (OCR)	An automated mail sorting machine that interprets the address information on a letter-size mailpiece and spays the corresponding ZIP Code information onto the piece as a barcode.
Offset	Short for offset lithography. The process of using an intermediate blanket cylinder to transfer an image carrier to the substrate.
Offset Printing	Using a metal or paper plate, ink is first transferred to an off-set drum and then passed to the paper.
One-Time User	All list rentals are for one-time use only unless special arrangements are made with the list owner/manager.
Order Blank Envelopes	An order form printed on one side of a sheet, with a mailing address on the reverse side. The recipient simply fills in the order, folds and seals like an envelope.
Order Card	A reply card used to initiate an order by mail.
Other Postal Operator	A postal operator operating in a country other than in which they are the universal service provider.
Overhang Cover	A cover larger in size than the pages it encloses.
Overrun	In printing, "copies" in excess of the specified quantity. Overrun quantities are very important as they ensure that there are sufficient Client and Agency samples, in addition to the extra pieces required during the lettershop process.

Package Test	Testing the elements of one mailing piece against those of another, usually via A/B split test on the same list(s).
Paid Circulation	Distribution of a publication to persons or organizations which have paid for a subscription. See also Controlled Circulation.
Panel	A group of people of similar interests used for research or information-gathering purposes.
Par Avion	A French phrase meaning 'by air'. Also Universal Postal Union (UPU) term used for identifying mail to be conveyed by air.
Parcel	Mail containing declarable or dutiable items over two kg.
Peel-off Label	A self-adhesive label attached to a cardboard backing sheet in a mailing piece. The label can then be removed from the mailing piece and stuck to an order card.
Personalization	Using/printing personal information, such as a first or last name, in a direct mail campaign.
Piggy-Back	An offer that hitches a free ride with another offer.
PMS	Acronym for Pantone Matching System. A commonly used system for identifying specific ink colors.
Poly-Bag/Poly-Wrap/Plastic-Wrap	See through plastic bag used instead of an envelope for mailing.
Pop-Up	A printed piece containing a paper construction pasted into a paper fold which will "pop- up" when the fold is opened. The "pop-up" forms a three dimensional promotional illustration.
Positive	Film containing an image in which the dark and light values are the same as the original.
Postage	Payment for delivery service that is affixed or imprinted to a mailpiece, usually in form of a postage stamp, permit imprint, or meter impression.
Postcard	A single card, technically the only type of mail that may travel without an envelope or other wrapper.
Post Card Mailers	Booklet containing business reply cards which are individually perforated for selective return, to order products or obtain information.
Posted	The entry of items of mail into the postal system.
Postmark	See Indicia.
Pre-Alert	This is message sent from an origin station to a receiving station giving full details of shipments and/or bags being forwarded on a linehaul. This gives the receiving station the information they need to meet the flight, and in certain stations, the time to clear shipments before the flight arrives.
Premium	A free gift offered to a prospect to induce a greater response to the main product or service that is being sold. A premium need not bear any relationship to the product being offered.
Pre-Press Services	The various steps necessary, up to final printing, to transform original copy and art into the form required for printing. Services include: Color Proofing Proofs made from the separate plates in color process work, showing the sequence of printing and the result after each additional color has been applied.
Pre-Print	Advertising insert printed in advance and supplied to a magazine or newspaper for insertion.
Pressure Sensitive Label	An adhesive-backed label which can be removed from a sheet and affixed to another by applying pressure either manually or mechanically.
Printed Matter	Paper on which words, letters, characters, figures, or images (or any combination of them) not having the character of a bill or statement of account, or of actual or personal correspondence, have been reproduced by any process other than handwriting or typewriting. In international mail, this is a classification that includes books and sheet music, publisher's periodicals, and regular printed matter (all printed matter other that the aforementioned types).
Private Operator	An operator outside the public sector that offers services for all or part of the mail process.
Proof of Delivery (POD)	Is the signature of the person who signed for the shipment. It is collected on a delivery route sheet as proof that the delivery was performed in accordance with the name and address on the item.
Proof of Posting (POP)	Details confirming the shipment of mail with a postal organization.
P.S.	Acronym for Postscript. Many people read this first, as it stands out. If offers another chance to repeat an important selling point or to introduce a new or different benefit.
Psychographics	The attributes or qualities used to infer the life styles or attitudes of customers and prospective customers.
Publication 51	A booklet specifying all United States Postal Service (USPS) international postal rates and fees.
Publisher's Letter	Also called Pub Note or Lift Letter. A second letter or note enclosed in a promotional mailing package to stress a specific selling point, typically from the publisher in a company.
Purge	The process by which duplication within and between lists can be eliminated.