5. DESCRIPCIÓN DE LOS SUBPROCESOS
5.2 FICHA DEL SUBPROCESO SEGURIDAD Y SALUD OCUPACIONAL
1)Total cost of a promotion divided by how many thousands of
impressions were made. A mailing costing $100,000 that mails to 200,000 prospects has a CPM of $500/M ($500 per thousand). 2) CPM is also applied to components of total promotion cost, such as mail list rental, printing costs, postage costs, etc.
CROSS-SELLING: Selling a promotion across the board to
other demographic lists within the house.
CUSTOMER RECORD: A computerized record of a
customer’s name, address, telephone number, credit card numbers, buying history, etc.
DATABASE: A collection of customer records containing vital
information about each customer or prospect.
DATABASE MARKETING: Also known as House File
Marketing. Promotions that are sent to existing customers.
DE-DUPE: A process by which duplicate names are removed
from a mail list prior to mailing. De-duping is also called a “merge-purge,” as names from all lists to be used are merged into one large file and then the duplicates are purged in order to cut postage costs.
DEMOGRAPHIC: The characteristics of human populations
and population segments that contain key facts such as age, education, income and sex in order to identify consumer markets.
DIRECT MARKETING: Promotions that target a specific
audience based upon demographic and/or psychographic traits.
DIRECT RESPONSE MARKETING: Promotions that solicit
an immediate, measurable response from recipients.
DOUBLING DATE: The date at which a marketer typically has
received half of the total revenue a promotion will produce.
Doubling dates are used to predict the final result of each list and creative test cell in a mailing, thus enabling marketers to plan subsequent promotions more quickly.
DUMMY NAME: A name inserted into a mailing list that
enables marketers to track how the list is being used. Marketers will typically plant dummy or “seed” names on their own
customer files to ensure that list renters are using the file in accordance with list rental agreements. Marketers will also plant dummy names on competitors’ files in order to monitor how competitors are promoting to their customers as well as to see the promotions sent to the file by other list renters.
EXCHANGE: An agreement between mailers to exchange an
equal quantity of mailing list names.
EXPIRE: A customer or subscriber who is no longer active. FULFILLMENT: The delivery of the product or service to the
GEOGRAPHIC: Selection or division of a mail list or other
advertising medium along geographic lines. Geographic selects may be by state, county, metro area, city or zip code.
GUARANTEE: Typically a promise to refund a customer’s
money if he or she is less than satisfied.
HOUSE FILE: A mailing list containing records of all active
customers, expired customers and inquirers.
INBOUND TELEMARKETING: The process of handling
incoming calls from customers or prospects.
INQUIRER: A prospect who has requested more information
about a product or service.
INSERT: Promotional piece placed in an outgoing package or
invoice.
INSTALLMENT BUYER: A person who has ordered goods or
services, but pays for them in periodic installments.
INTEGRATED MARKETING: A combination of two or more
forms of marketing used to sell a product or service (e.g. a direct mail campaign combined with a series of television
commercials).
KEY CODE (KEY): Group of letters and/or numbers, colors, or
other markings, used to measure the specific effectiveness of media, lists, advertisements, offers, etc.
LETTERSHOP/MAILHOUSE: Company which performs the
mechanical details involved with mailing including addressing, imprinting, collating, inserting materials into envelopes, etc.
LIFETIME VALUE: The total revenue a customer will
generate for a company. May be expressed as total gross revenue or total net revenue.
LIFT LETTER: Usually a smaller note or letter inserted with
the main sales letter to emphasize a particular sales point.
LIST SELECTS: Processes of segregating smaller groups
within a list. Typical list selects might be by sex, geographic selects, or other selects based upon the amount customers have spent, largest purchase, etc.
MAIL DATE: The date a mailing is delivered to the post office
for processing.
MAIL ORDER BUYER: Someone who orders and pays for a
product through the mail.
MAIL PREFERENCE SCHEME (MPS): A service where
consumers can request to have their names taken off or added to lists.
MARGIN: The gross profit on sales derived by subtracting the
cost of goods sold from gross revenue.
MATTE FINISH: Dull paper finish without gloss. MERGE-PURGE: See “De-Dupe.”
NEGATIVE OPTION: A buying plan in which a club member
or customer agrees to accept and pay for products or services announced in advance at regular intervals. The customers can stop the company shipping the products only if they notify them, within a reasonable time after announcement, not to ship.
NESTING: Placing one enclosure within another before
inserting them into a mailing envelope.
NET NAME ARRANGEMENT: An agreement where the list
owner agrees to accept adjusted payment for less than the total names shipped to the list user. (e.g. pay for total names mailed after duplicates are eliminated).
NEW CUSTOMER ACQUISITION: Promotions designed to
attract new customers.
NIXIE: Undeliverable names on a mailing list.
NTH NAME: Method of selecting names from a larger file to
create a smaller but geographically similar file. If a large file has 100,000 names and a mailer wants to test only 20,000 of them, the list would be sorted by zip code and every fifth name would be selected for testing.
OFFER: All of the factors included in the proposition being
made to a prospect or customer – including price, quantity, length of subscription or membership, discounts, free gifts, guarantees, etc.
OUTBOUND TELEMARKETING: Calls that are placed by a
marketer, as opposed to inbound telemarketing where the customer calls in first.
PACKAGE: A direct mail promotion piece. Can refer to an
envelope containing several components or a self-mailer.
PACKAGE INSERT: Any promotional piece included in a
mailed offer. It may be for different products from the same company, or for products and services from other companies.
PACKAGE TEST: A test of one or more elements of a
promotion piece against another.
PERSONALIZATION: The use of the prospect’s name,
address or other information in the text of a promotion.
PIGGY-BACK: An offer that hitches a free ride with another
offer.
POLY-BAG/POLY-WRAP/PLASTIC WRAP: See through
plastic bag used instead of an envelope for mailing.
POP-UP: A Web page that pops up on top of the page a
prospect is viewing.
POP-UNDER: A Web page appearing beneath a page being
viewed, which becomes visible as that page is closed.
POSITIVE ACCEPTANCE STATEMENT: A recitation of a
product’s most compelling benefits, often used at the beginning of response device copy or order form.
PREMIUM: A free item offered to a potential buyer.
PROSPECT: A potential buyer for a product or service who has
yet to make a purchase.
PSYCHOGRAPHICS: While demographics describe objective
facts about customers such as age, educational level, marital status, etc., psychographics describe preferences, interests, hobbies, and buying patterns.
PURGE: The process of removing duplicates and other
RECENCY: The latest recorded information about a company
or customer on a customer list, in relation to purchasing or other recorded activity.
RENEWAL: A subscription that has been renewed prior to it
expiring or within six months after that date.
RESPONSE RATE: Number of responses received as a
percentage of the total number of advertising impressions or pieces mailed.
RETURN ON INVESTMENT (ROI): Total net profit of a
promotion divided by the cost of the promotion. An ROI of 100% indicates that the mailer broke even.
RFA: Acronym for Recency, Frequency and Amount. RFA
codes are used to select small groups of buyers on a larger file. A marketer may choose, for example to mail only to customers who have bought within the last 90 days (Recency), have bought three times in the last year (Frequency) and who have spent a certain amount of money with the company or on each sale (Amount).
ROLLOUT: After testing a campaign, to continue it. Rollouts
are typically larger than the test mailing and include promotion to larger list segments or entire list universes.
ROYALTIES: A fee generally paid to give incentives to
copywriters, based on number of direct mail packages mailed. Typical royalties vary between $10/M and $50/M.
SEED: A name inserted deliberately into a list to monitor
SELF-MAILER: Any promotion that is mailed without a carrier
envelope.
SPLIT TEST: Representative samples from the same list, used
for package tests, or to test homogeneity of the list.
STATEMENT STUFFER: Printed piece inserted in an
envelope carrying a customer’s statement of account.
STEP UP: Special premiums used to get a mail order buyer to
increase his unit of purchase.
TELEMARKETING: Using telecommunications in sales and
marketing efforts.
TEST PANEL: A term used to identify each of the parts or
samples in a split test.
TILL FORBID: An order by a customer which is to continue
until the customer advises you to stop. Till forbid can also be abbreviated to “TF”.
UNIVERSE: Total number of those who might be able to be
included in a mailing list; all of whom fit a single set of specifications.
WHITE MAIL: A response to a promotion, complaint,
comment or other mail that does not contain a key code and therefore the test panel is not known. Also refers to an outbound mailing that is disguised to resemble personally addressed
correspondence, i.e., live stamp and individual (non corporate) return address.