Paper printed with a name and address that is affixed to a mailing piece and serves as the mailing address vehicle. Different types of labels include: peel-off or pressure-sensitive labels, gummed labels and paper (or Cheshire) labels.

The application of a transparent plastic film, with a high gloss or matt finish, to the surface of a printed sheet to enhance the appearance and protect the surface.

Similar to a photocopy machine, the laser printer uses a laser beam, toner and fuser to "etch" the image onto a photoelectric drum.

A company that will assemble and insert the various printed elements of a direct mail piece, label, sort, tag and deliver the mailings to the post office for mailing. The lettershop will provide the mailer with written proof of delivery to the U.S. Postal Service.

Internet slang for the condition where hypertext links lead nowhere because Web sites have removed Web pages or reorganised them. Also known as outdated links. To prevent linkrot, Web sites can add redirects, which automatically take users to the correct URL, or, they can provide the new and correct url on the old page.

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.

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.

The ongoing process of keeping a mailing list up-to-date by adding, editing and deleting data.

Whereas a list broker works for a mailer, the list manager works for the list owner. The primary function is to promote the list to mailers and list brokers for list rental. List managers can be either an internal employee of the list owner, or part of an outside list management company paid a commission by the list owner. Management services usually include: marketing of the list, coordinating and controlling rental activity and accounting. The standard commission for a list manager is 10 percent.

• Data Overlays The matching of two or more lists that contain the same names or addresses but where one list adds additional data such as demographics or geographics to the other.
• Delivery Sequence File A computerised file of more than 125 million records containing all the addresses the U.S. Postal Service serves throughout the U.S. Each address record features ZIP+4, carrier route, delivery sequence, delivery type and seasonal delivery information that can help mailers maintain accurate and complete addresses on the lists they own and rent as well as code their mail for walk sequence discounts from the postal service.
• Enhancement Any additional information that can be appended to a list to increase its value to the mailer.
• Merge-Purge The process of combining two or more lists into one while, at the same time, identifying and removing any duplicates.
• 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.
• National Change of Address (NCOA) A service provided by the U.S. Postal Service, through licensed computer service bureaus, that enables mailers to make any necessary address corrections prior to their mailing being dropped. The mailer provides a magnetic tape that is run against the national change of address bank and then is returned to the mailer with all the corrections made.
• Net Names The number of names remaining after a merge-purge eliminates all duplicates.
• Psychographics The qualities or characteristics of individuals which indicate lifestyle, purchasing habits, attitudes and personal values.
• Seeding False or "dummy" names are added to a mailing list as a way to check delivery and to uncover any unauthorised list usage.