Jargon Guide
Intelligent Data’s Direct Marketing Jargon Guide
B2B – Business to Business (i.e. Business Data)
B2C - Business to Consumer (i.e. Consumer Data)
Double Opted-In – Where the recipient chooses to be on the database, i.e. opted-in by telephone
Opt-out – Where a person hasn’t said no yet (Intelligent data don’t use this method)
Mail shot – one send of a direct mail campaign
E-mail shot- one send of an email campaign
Hard Bounce - where the email is no longer in use
Breakdown – A breakdown of data by chosen criteria e.g broken down by County and Industry sector
Soft Bounce – an email rejected by the recipients email client
TPS – Telephone Preference Service, The Telephone Preference Service (TPS) is a UK opt-out telephone list that is intended to prevent telemarketing calls to those who do not wish to receive calls, it is illegal to phone TPS registered individuals
MPS - The Mail Preference Service (MPS) is a UK opt-out Mailing list that is intended to prevent Direct mailing to those who do not wish to receive it, it is illegal to mail MPS registered individuals
CTPS – Corporate Telephone Preference Service, same as TPS, except for organisations
FPS – Fax Preference Service, The Fax Preference Service (FPS) is a UK opt-out Fax list that is intended to prevent telemarketing calls to those who do not wish to receive calls, it is illegal to fax to FPS registered individuals
De-dupe – To cleanse your database against ours and other files correcting errors and replacing out-of-date information
Generic – A generic email address, one which does not belong to an indivual e.g sales@mycompany.com
NDA – Non Disclosure Agreement, A legally binding agreement signed by Intelligent Data stating that your data is only used to clean your database against ours to give you that extra peace of mind
Net names - typically reserved for large mailers. It is an agreement between the List Owner ( Intelligent Data) and the end user or List Broker that establishes a minimum payment that is less than 100%.
The purpose of a Net Name Arrangement is to provide a discount to the client to offset a percentage of data records that they historically drop during normal Merge Purge operations (current customers, duplicates, etc)
SIC Codes – standard industry classification, used to categorise companies into sectors, can be in 2 digit codes or more detailed 4 digit codes
HTML – an internet source code used to design email creatives and websites
Creative – a html creative, the email that you will send out to the Database
Stats report – a report from an email campaign telling you who opened the email, who clicked on which link and how opens, bounces you recieved
Email broadcasting tool – a specialist software used to broadcast bulk email campaigns, Ones likes Intelligent Data’s are recognised by spam filters so achieve higher delivery rates
List Broker - A specialist who makes all necessary arrangements for one company to make use of the list(s) of another company or compiler. A broker's services may include most or all of the following: research, selection, recommendations and subsequent evaluation
List Owner - One who, by promotional activity or compilation, has developed a list of names having something in common-or one who has purchased (as opposed to rented, reproduced or used on a one-time basis) such a list from the developer
DMA - The Direct Marketing Association or DMA is the primary trade association for direct marketing. Visit their website at www.dma.org.uk
Email append - An email append is the process of adding email addresses to an existing mailing list.
Click Through Rate - Click-through rate refers to the percentage of people receiving a direct email message that click on links within it.
