Target Marketing’s Direct Marketing Glossary
Selective Binding: The process which allows an advertisement to be inserted into only certain select issues of a magazine, or allows selected pages to be inserted in a catalog.
Sender Policy Framework (SPF): A protocol used to eliminate e-mail forgeries. A line of code called an SPF record is placed in a sender’s Domain Name Server information, which can then be used by an incoming mail server to verify a sender before allowing a message through.
Service Bureaus: See Computer Service Bureaus
Sheet-fed Press: An offset printer that prints on paper which is fed one sheet at a time. Used primarily for short runs or higher-quality printing.
Shopping Cart: Software that allows the user to hold merchandise selected for purchase until shopping is complete and the user is ready to check out.
Single-piece Rate: The “undiscounted” or “full” postage rate available for individual pieces of Express Mail, First-Class Mail, Priority Mail, and Package Services.
Skill-based Routing: The process of routing calls in real-time to particular agents or agent groups trained to help customers with specific queries.
Soft Bounce: An e-mail that has bounced back to the sender undelivered after it was already accepted by the recipient’s mail.
Sorting: The computerized process of reorganizing a list from one sequence to another. For example, a file can be sorted by last name, company name, ZIP code, high donors, multi-buyers, recent buyers, etc.
Source Codes: An identifier that goes with a particular housefile segment or list. The code must be unique to the particular segment and/or list being coded, so marketing and circulation efforts can be measured.
Space Advertising: Display advertisements in any print publication.
Spam: Widely-used slang term for unsolicited commercial e-mail.
Spoofing: Forged e-mail addresses that hide the origin of a spam or virus message. Intended to make the recipient believe that the message has come from a legitimate source.