Target Marketing’s Direct Marketing Glossary
List Maintenance: The ongoing process of keeping a mailing list up-to-date by adding, editing and deleting data.
List Manager: 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.
List Test: The process of sending a sample mailing — under controlled circumstances — recording its response and projecting it over a list’s entire universe.
Literature Fulfillment-the sorting and qualifying of leads, sending the appropriate information, and, if outsourced, forwarding leads to the marketer for follow-up.
Lithography: A printing process in which an image to be lithographed is created on the plate with greasy material that repels water. Water is run over the plate, and the non-image areas absorb it. When the oily ink hits the plate, it’s attracted to the similarly greasy image, and repelled by the rest of the wet plate. When paper is pressed onto the plate, it picks up the ink (and a bit of the water).
Machine Coated: Paper that is coated on the papermaking machine.
Machine Finish: A paper texture of finish imparted onto the paper white it’s still on the papermaking machine.
Mail Evaluation and Readability Lookup Instrument (MERLIN): The USPS’ tool for evaluating letter and flat-rate mail pieces to determine their qualification for discounted automation rates. One of the tests MERLIN performs is for barcode readability. Pieces that do not meet MERLIN requirements are not eligible for discounts.