Target Marketing’s Direct Marketing Glossary
Lead generation: The process of identifying prospective customers and qualifying their likelihood to buy, in advance of making a sales call.
Lead nurturing: The process of moving an unqualified inquiry to the point where it comes qualified. This involves a series of marketing communications intended to build trust and awareness, and maintain a relationship until the prospect is ready to buy.
Lead conversion: When a lead becomes a sale.
Letterpress: A relief printing method done using cast metal type or plates on which the image or printing area is raised above the nonprinting areas. Ink rollers touch only the top surface of the raised areas; the nonprinting areas are lower and do not receive ink. The inked image is transferred directly to the page, resulting in type of images that may actually be depressed or debossed into the paper by the pressure of the press.
Lettershop: 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 USPS.
Lifecycle: The predictable patterns in customer behavior occurring from the first interaction with a business through the last.
Lifetime value: The lifetime value of a customer is the net profit the customer generates over their lifecycle.
Linen Finish: A paper finish that is similar to the texture of linen fabric.
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.