Target Marketing’s Direct Marketing Glossary
Prospecting: The process of locating potential customers through outside lists.
Prospect List: A list of qualified prospects a company believes is likely to order from them.
Psychographics: The qualities or characteristics of individuals which indicate lifestyle, purchasing habits, attitudes and personal values.
Recency/Frequency/Monetary Value (RFM): Three measures considered to determine the value of a customer in terms of the time since the last purchase was made, the number of purchases made during a period of time and the dollar value of the purchases made.
Recyclable Paper: Paper that is suitable for recycling.
Recycled-content Paper: Product containing some, but less than 100 percent, recovered fiber.
Recycled Paper: Paper consisting of 100 percent recovered fiber.
Registration: Alignment of the different elements in a printing job.
Remail: The process of preparing mail for deposit in the postal system of another country for delivery to its final destination. With A-B-C remail, mail travels as cargo from “Country A” to “Country B” where it enters the postal stream for delivery in “Country C.”
Response Booster: Any device, token, premium or sweepstakes that will help raise the response rate.
Response Lists: Individuals who have responded to a direct marketing offer, e.g., magazine subscribers, mail order buyers (also response-generated).
Response Rate: Amount of responses received as a percentage of total promotions mailed.
Retention: The process of developing a customer, continuing to satisfy him, stimulating him to buy again and more frequently, and keeping him from defecting to the competition.
Return on Investment (ROI): A figure of merit used to help make capital investment decisions. ROI is calculated by considering the annual benefit divided by the investment amount.
RFM (Recency, Frequency and Monetary value): A methodology used by marketers to determine appropriate circulation strategies.
RGB: The colors used by a computer monitor to create color images on the screen; stands for Red, Green and Blue.