Target Marketing’s Direct Marketing Glossary
BANT: The acronym for typical lead qualification criteria--budget, authority, need and time frame.
Barcode: The nine-digit ZIP code translated into a coding structure of vertical bars and half bars used in order to speed the sorting of mail and enabling mailers to take a discount on postage. The USPS has asked mailers to switch to a four-state barcode, which would replace the 30-plus codes used throughout the postal system currently.
Base Rate: The cost to rent a list sans any additional selects.
Batching: The gathering and organizing of incoming orders.
Benchmark: A measurement or standard that serves as a point of reference by which process performance is measured.
Benchmarking: A structured approach for identifying the best practices from industry and government, and comparing and adapting them to the organization’s operations. Such an approach is aimed at identifying more efficient and effective processes for achieving intended results, and suggesting ambitious goals for program output, product/service quality, and process improvement.
Best Practices: The processes, practices or systems identified in public and private organizations that performed exceptionally well and are widely recognized as improving an organization’s performance and efficiency in specific areas.
Blacklist: A list developed by anyone receiving or processing e-mail on its way to a recipient that includes domains of IP addresses of e-mailers suspected of sending spam.
Bounce: The consistent inability to reach someone at a given e-mail address. Bounces can happen for myriad reasons including: an incorrect e-mail address, the recipient’s mailbox is full, the server is down, or the system detects spam or offensive content. Also see Soft Bounce and Hard Bounce.
BRC: Business Reply Card.
BRE: Business Reply Envelope.
Bleed: An image or printed color that runs off the trimmed edge of a page.
Blind embossing: Stamping raised letters or images into paper using pressure and a die, but without using foil or ink to add color to the raised areas.