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Direct mail marketing glossary

Stay current with the latest direct mail marketing terms. 

A/B Testing

A/B testing is a method of comparing two different versions of a direct mail piece to determine which performs better.

Address standardization

This direct mail service feature helps business owners make sure addresses adhere to the proper postal formats.

Analytics dashboard

An analytics dashboard lets users view delivery and mail speed on a segment-by-segment basis.


Batching allows the postal service to operate more efficiently by grouping similar materials into single packages.

Call to Action

Call to Action (CTA) is a clear and compelling statement that prompts recipients to take a specific action.

Cancellation window

When mistakes happen, or a mailer changes their mind about the materials they were preparing to send out, canceling is the best option.

Conversion Rate

Conversion rate refers to the percentage of recipients who take a desired action in response to a direct mail campaign. This action typically involves completing a specific goal, such as making a purchase, signing up for a service, or filling out a form. The conversion rate is calculated by dividing the number of individuals who successfully complete the desired action by the total number of recipients who received the direct mail.

Delivery point

A delivery point may be a resident's personal mailbox, a business mailslot, or a PO Box.

Direct mail

Direct mail refers to a marketing or advertising method that involves sending promotional materials directly to individuals or businesses through physical mail.

Direct mail postcards

Direct mail postcards are a type of direct mail marketing material that are sent directly to the homes or businesses of potential customers.

Direct mail printing

Direct mail printing refers to the process of creating and producing physical promotional materials for use in direct mail campaigns.

Envelope Teaser

An envelope teaser serves as a brief, attention-grabbing snippet designed to entice the recipient by offering a glimpse into the content enclosed.

Every Door Direct Mail (EDDM)

Every Door Direct Mail is a service offered by the United States Postal Service (USPS) that allows businesses to target and deliver direct mail advertisements to specific geographic areas without needing a mailing list.


An indicia is a marking that appears on mail in place of a stamp. Indicias indicate that postage has already been paid, and thus manually stamping each envelope isn't necessary.

Informed Delivery

Informed Delivery is a service offered by the United States Postal Service (USPS) designed to enhance the traditional mail experience by providing recipients with advanced visibility into their incoming postal deliveries. This service seamlessly combines the physical and digital aspects of mail communication by furnishing recipients with a preview of the mail items they can expect to receive, all conveniently delivered to their email inbox.

Junk mail

Junk mail refers to unsolicited, unwanted, or irrelevant mail that is sent to individuals or businesses.

Landing Page

A Landing Page within the context of direct mail marketing refers to a dedicated web page strategically designed and tailored for a specific campaign. Typically linked from a Call to Action (CTA) within a direct mail piece, this specialized web page serves as a focal point for recipients to respond, engage further, or obtain additional information related to the campaign.

Mailing List

A Mailing List is a curated compilation of contact information, typically email addresses or physical addresses, belonging to individuals or entities interested in receiving communications from a business or organization.

Omnichannel marketing

Omnichannel marketing is a marketing strategy that creates positive, consistent customer experiences across connected marketing channels. The key is to implement a marketing strategy that includes channels that are not siloed — you want them to influence one another to achieve optimal success. 


PURL (Personalized URL) is a unique web address created for each recipient.

QR Code

A Quick Response Code (QR Code) is a two-dimensional barcode that consists of black squares arranged on a white square grid. Originally developed in Japan, QR Codes have become a ubiquitous tool in marketing and information sharing due to their efficiency in storing data.

Response Rate

Response rate in direct mail marketing refers to the proportion of recipients who take any action in response to a direct mail campaign. This action could include making a purchase, requesting more information, visiting a website, or engaging with the provided content.

Return on Ad Spend (ROAS)

Return on Ad Spend (ROAS) is a key performance metric used in direct mail marketing to measure the effectiveness and profitability of an advertising campaign. ROAS quantifies the revenue generated from the campaign in relation to the amount of money invested in it. This metric helps advertisers assess how efficiently their marketing dollars are converted into revenue.

Return on Investment (ROI)

Return on Investment (ROI) is a fundamental financial metric used in direct mail marketing to evaluate the profitability of an advertising campaign or marketing initiative. ROI measures the efficiency of an investment by comparing the net profit generated to the cost of the investment. It provides valuable insights into how effectively resources, such as time, money, and effort, are being utilized to achieve desired outcomes.


Segmentation is the practice of dividing your target audience into distinct groups based on shared characteristics, interests, or behaviors.


Self-mailers are simply mailpieces that arrive outside of an envelope.

USPS Certified Mail

USPS Certified Mail is a service offered by the United States Postal Service (USPS) that provides proof of mailing and delivery for important or time-sensitive mail pieces.

Variable Data Printing:

Variable Data Printing: is a printing method that allows for the customization of content during the printing process.


In 1983, the USPS added four additional numbers to specify the standard 5-digit zip code further.