Target Marketing’s Direct Marketing Glossary
Domain Keys: An anti-spam software application in development by Yahoo! which uses a combination of public and private keys to authenticate the sender’s domain and reduce the chance that a spammer or hacker will fake the domain sending address.
Dot Gain: Wet ink coming in contact with paper and spreading as it is transfers.
Dot Whack: A sticker, usually round, that’s affixed to a catalog cover or outer envelope (or printed directly on the outer) that touts a special offer or message to customers.
Double Opt-in: A process that requires new list joiners to take an action, such as clicking on an e-mailed link to a personal confirmation page, in order to confirm that they want to be on the list.
DPI (dots per inch): The number of dots that fit horizontally and vertically into a one-inch measure.
DRTV: Direct Response Television is one of the liveliest media in that is can show products actually in use. Unlike brand advertising or general advertising on TV--which is designed to create awareness--DRTV attempts to change behavior by getting people to call a toll-free number or log onto a Web site.
Dull Coated: Finish that falls between glossy and matte.
Duotone: A two-color halftone image created with two screens, two plates, and two colors.
EBPP: Abbreviation for electronic bill presentment and payment, the process by which companies bill customers and receive payments electronically over the Internet.
ECOA: Abbreviation for E-mail Change of Address.
Elemental Chlorine-free (ECF): Also known as molecular chlorine free, this is a bleaching process that doesn’t use chlorine gas.
E-mail Appending: A service that matches e-mail addresses to a database of personal names and postal address.
E-mail Filter: A software tool that categorizes, sorts or blocks incoming e-mail, based on the sender, the e-mail header or message content.
Emboss: A process by which a dye is used for raising an area of paper to create letterforms, shapes and textures.