Target Marketing’s Direct Marketing Glossary
Nth Name Selection: A fractional unit of selection that is repeated in sampling a mailing list.
Occupancy or Agent Utilization: Percentage of time that an agent handles customer contacts vs. waiting for contacts to arrive.
Offer: The product or service that is being sold or promoted.
Offset Printing: Commercial printing method in which ink is offset from the printing plate to a second roller then to paper.
One-time List Rental: The list owner agrees to allow the renter to use the list once in return for a fee.
Opacity: A measure of how opaque a paper is.
Open Rate: The number of HTML message recipients who opened your e-mail.
Opt-in: A direct, pro-active request by an individual e-mail recipient to have his or her e-mail address added to a specific mailing list.
Opt-out: A specific request to remove an e-mail address from a specific list.
Outsourcing: Using an outside service rather than performing the work in-house.
Outbound Contacts: Phone calls, e-mails or other types of customer contacts that originate from a contact center.
P3P: Developed by the World Wide Web Consortium, the Platform for Privacy Preferences (P3P) is a software tool that turns e-marketers’ privacy policies into machine-readable formats. The tool is designed to help consumers better protect their online privacy.
Package Insert Program (PIP): Freestanding pieces placed in the package/shipment--loose or collated in an envelope--with a customer’s order. Offers may be from the same mailer shipping the product or other vendors who pay to be included.
Personalization: Using/printing personal information, such as a first or last name, in a direct mail campaign. See Variable Imaging.
Phishing: A form of identity theft in which a scammer uses an authentic-looking e-mail to trick recipients into giving out sensitive personal information, such as a credit card, bank account of Social Security numbers.