B

Banker: the preferred envelope style for large volume, mail-house processed envelopes also called open side and usually moist seal

Bangtail: Envelopes have a handy perforated section (the tail) ideal for fundraising and response driven mailers

C

Churn rate - Churn rate is a measure of customer attrition.

Clean Mail: an Australia Post service for the delivery of machine addressed letters (Minimum of 3,000 per lodgement) to addresses within Australia

Cost per acquisition (CPA) - The amount you pay to acquire a customer

Customer acquisition - The processes used to get new customers for a business. Customer acquisition process begins with gaining marketing insights to find out who the potential customers are, where they might be, when should the company communicate with them, and what medium are most suited to communicate with them.

Customer churn - Customer churn refers to the periodic loss of customers in an organisation. 

Customer retention  - Customer retention refers to organisations’ strategies to keep their customers.

D

Data - Data is simply raw numbers, texts, addresses or other raw materials. Data form the primary ingredients in creating marketing insights.

Data audit - Data audit is the examination of data in order to determine its accuracy.

Data capture - Data capture is the process of collecting data for some later use. Data can be captured via various channels; electronic, face to face, physical mail and telephony.

Database - A database is a system for storing various data. In the marketing world, databases are most commonly associated with customers and prospective customers’ records.

Data mining - Data mining refers to the process of analysing data in order to determine patterns and their relationships.

Demographic segmentation - Demographic segmentation is about dividing the market into various groups based on different variables such as age, gender, race, religion, nationality, marital status, income, family size etc

Direct marketing - Activities organisations use to communicate and promote their offerings directly to individuals. Internet, physical or electronic mail, the telephone are all mediums used for direct marketing.

E

Envelope Size Dimensions:
Size in millimetres (mm)

DL	110 x 220
DLX	120 x 235
C6	114 x 162
C5	229 x 162
C4	324 x 229

G

Geographic segmentation - Geographic segmentation is about dividing the market into various geographical units.

Geo-demographic segmentation - Geo-demographic segmentation is about identifying characteristics of customer groups by combining geographic, demographic and lifestyle segmentation.

H

Hitch-hiker: Allow for considerable information to be printed on handy supplementary section outside the envelope. This can also be perforated.

I

Impact Mail: Mail items accepted by Australia Post of virtually any shape or design

L

Lifestyle segmentation - Lifestyle segmentation is about identifying different lifestyle characteristics of customers/prospective customers that allows target customers/prospective customers to be identified.

M

Market research - Market research is the organised discovery of information about a market place. Broadly, market research can be split into two forms, primary and secondary. Various methods can be used to gather information, for instance, face to face, telemarketing, website, email/physical mail and focus groups.

P

Pantone – The name of a widely used ink colour matching system, created by Pantone Inc of USA.

Paper Size Dimensions:
Size in millimetres (mm)

A0	841 x 1189
A1	594 x 841
A2	420 x 594
A3	297 x 420
A4	210 x 297
A5	148 x 210
A6	105 x 148
A7	74 x 105
A8	52 x 74
A9	37 x 52
A10	26 x 37

PDF – Portable Document File, a type of formatting that enables files to be viewed on a variety of computers regardless of the program used to create them. PDF files retain the “look and feel” of the original document.

Perforation – A line of punched holes that allow a sheet of paper to be torn or folded accurately. You might also hear it called a ‘perf’.

Personalization – Personal details, such as first name, that can be printed/used in direct marketing campaign

Pixel – A coloured dot that makes up an image on a computer or television screen.

Postage Paid Imprint – A postage paid imprint is printed on envelopes or wrappers for items that have already had postage paid. Approval must be obtained from Australia Post prior to its use.

Polywrap – A transparent plastic wrap that is sometimes used to wrap direct mail packages.

Postcode – A postcode consists of four digits indicating a particular delivery destination.

Primary colours – The three main colours in the printing world from which all other colours are created: cyan, magenta and yellow.

Printing plate – A surface that carries an image to be printed.

Proof – A test print that shows how the finished product will look.

PMS – Pantone Matching System, a standard that creates different ink colours by mixing inks with a minimal amount of base colour. A process guide shows how Pantone spot colours will appear when converted to process colours (CMYK).

PPI – Pixels Per Inch, a measurement describing the size of a printed image. The higher the number, the more detailed the image.

Presort – An Australia Post letter service that is accessible to customers who have a minimum of 300 barcoded letters to be posted that adhere to Australia Posts mailing conditions for this type of letter.

Print Post – An Australia Post services that provides reduced postal prices for anyone who has a publication distributed via post periodically throughout the year.  Must be approved by Australia Post and issued with a Print Post Number. The publication must be printed matter and have a fixed title with an issue number.

PSD – PhotoShop Document format stores an image as a set of layers, including text, masks, opacity, blend modes, color channels, alpha channels, clipping paths, and duotone settings Innate to Adobe Photoshop.

Psychographic segmentation - Psychographics segmentation is about dividing people into various groups according to their opinions, beliefs, values and interests etc

Picture Window: Large window on one side allows for recipients to see the contents instantly; ideal for high end promotional mailers.

Pocket: Defined by the opening at the shorter length of the envelope and also known as open-end.

R

Reconciliation – The process of comparing two or more sets of data to resolve discrepancies and demonstrate proof of accuracy.

Recycled Paper – A paper product consisting of a possessing recovered fibre. Recovered fiber includes pre- or post-consumer sources or both.

Registered Mail – Mail that is registered by the post office when sent, which enables it to be traced to a certain degree, with the possibility of proof of delivery. It is also a safer method, with some indemnity against getting lost or spoiled during delivery.

Reply Paid Envelope – An envelope supplied by the sender so recipient can reply at no cost to themselves. The Reply Paid Envelope is printed with a common address

Resolution – The number of pixels in an image. The more pixels, the higher the resolution and the better the picture. For a good quality print result, colour and gray scale raster images (pixel-based/scans) should be 300dpi (maximum 350dpi). Mono raster images (bitmaps) should be 1200 dpi maximum.

Response Rate – In a direct mail campaign, the percentage of recipients who responded.

RGB – Red, Green, Blue, a model for describing colours that are produce by emitting light rather than absorbing it. They are known as additive colours because when they are added together they create all colours. RGB colours are what you see on your computer screen, these must be converted to CMYK for printing.

RIP – Raster Image Processor, a production device used to convert a digital file into a raster image. The raster image is the electronic representation of printable data.

Roll fold – A fold where one side of the item is folded inwards and then folded inwards again, as if you are rolling it up.

RPT – Raw Process time, the time it takes to complete a process assuming the process is completed without interruption.

S

Segmentation - Segmentation is about dividing the markets and customers into various groups, each have different needs and wants, to allow businesses to deliver tailored products/services to them, meeting their needs and wants.

Saddle stitch – A form of binding commonly used to create books and booklets from 8 to 64 pages. The book or booklet is stapled through the middle fold of its sheets using 2 staples.

Scoring – Making a line or a crease in paper or board so that it can be folded cleanly. Scoring is recommended when you require folding on stocks heavier than 150gsm. It minimises cracking of the ink and paper at the edge of the fold.

Screenboard – A board with high rigidity and dimensional stability.

Set off – A printing problem that occurs when wet ink from the printed side of the sheet transfers to the back of the sheet above it. Sometimes multiple sheets can stick together.

Seeding/seeded – False names are added to a mailing list as a way to check delivery.

Show Through – Printing that is seen by looking through a sheet of paper that is not adequately opacified.

Simplex – Printing on one side of an item only.

Spot colour – A colour that’s not produced with standard four-colour process, the colour is printed using ink made exclusively. It’s used when you require a very specific ink colour. These colours are usually Pantone Colours.

Spot varnish – Varnish is applied to a particular spot on your printed material – not the whole surface. It creates a shiny effect on one area and nowhere else. It is applied to the paper like the ink on the other plates and dries very quickly.

Stock – The general term for any paper or board that is used as a printed surface.

Surface Mail – this is the slowest means of sending mail, whether by land or sea.

T

Transactional – Mail that contains sensitive or personal information that is addressed to its recipient. i.e invoices, pay slips, certificates and  statements.

Transparency – The ability of an ink or coating to allow light to pass through it. Process colours are transparent to allow them to blend and create other colours

Trim – Cutting the printed product down to the correct size.

Trim marks – The guide marks on the printed sheet that indicate where you want to cut/trim the printed sheet, also referred to as crop marks.

TIFF – Tagged Image File Format, a bitmapped file format used for the reproduction of digitally scanned images such as photographs, illustrations and logos.

TXT – (Text File) TXT format is useful for text if you do not need to preserve the formatting.

Tumble-head: as the name suggests, this envelope has the flap at the bottom end of the envelope

U

Undeliverable – When a mailing item cannot be delivered to the destination addressed.

Universal Postal Union – A United Nations Organization headquarters that is based in Berne Switzerland. dealing in the specifics of international mail issues, setting worldwide postal rules and regulations.

UV Varnish – A varnish applied after printing, either as an overall finish to give a high gloss finish, or applied as a "spot" varnish to certain areas as an enhancement.  UV light is used to cure the varnish.

V

Vector graphics – These are created with lines rather than pixels. You can move, resize, and change the colour of vector graphics without losing quality.

W

Wallet: Also referred to as correspondence envelope styles, and available plain face or with different positioned window faces.

WYSIWYG – What-you-see-is-what-you-get (pronounced “wizzywig”). Refers to systems that allow you to preview your print work on screen, the printed page will look the same as the preview.

Window – A transparent portion of an envelope through which an address or other communication or graphics can be seen.

X

XLS – (Microsoft Excel Spreadsheet) Microsoft Excel is a spreadsheet program and XLS is its native file format.

Z

Z fold – A Concertina fold that has only 3 panels and looks like a Z.