Glossary

Circular: Also called circular ads, these newspaper inserts, or leaflets, are meant to “circulate” among target audiences and advertise sales, discounts and new products.

Click Through Rate (CTR): Refers to the number of people that click on a digital ad versus the number of people that see it.

Device: The digital gadget where consumers receive digital advertising. Examples include smart phones, tablets, laptop & desktop computers, smart TVs and game consoles.

Digital Advertising: At Mailbox Merchants, digital advertising encompasses digital display, programmatic advertising and other video marketing efforts.

Direct Mail: Typically marketing mail sent through the USPS direct to consumers. Can be Shared Direct Mail, or Solo Direct Mail.

EDDM: Every door direct mail (EDDM) is sent mail determined by USPS postal routes rather than select targeted areas.

Fixed Messaging: A method of communicating with consumers where every household receives the same message.

Geofencing: The use of a virtual boundary to define geographic locations such as households, businesses, and competitors.

In-Home Date: The published schedule for Mailbox Merchants distribution throughout the year. Mailbox Merchants delivers shared direct mail 12x per year.

Large Screen vs. Small Screen: How people view streaming television whether on mobile device or smart TV

New Mover Post Cards: Post cards “triggered” by households identified as new movers and delivered via First Class Mail

Over the Top Television/Connected Television (OTT/CTV): While CTV refers to streaming content over the internet to smart televisions, OTT refers to delivering streaming content to any device such as mobile devices, laptops and gaming consoles.

Post Cards: Printed advertisements typically smaller in size and printed on heavier card stock. Mailbox Merchants offer several turnkey options including Smart Cards, Premium Postcards, and New Mover Event Cards.

Pre-Print: Printed inserts where the client coordinates printing on their own and delivers to Mailbox Merchants for distribution through Shared Mail

Premium Postcards: High quality postcards inserted into the Mailbox Merchants shared direct mail package.

QR Code: A machine readable code used for storing information to be read by smart phones. The use of QR Codes can assist advertisers in measuring ad response and track ROI.

ROI: The Return on Investment (ROI) is the amount of profit gained back after spending an allocated amount of money on advertising.

Shared Direct Mail or Shared Mail: Shared direct mail is a form of marketing mail where advertisers shared postage costs in order to create more affordable, economical mail campaigns.

Smart Cards: Postcards that ride along with the Mailbox Merchants shared direct mail package, but are not inserted inside. The arrive in the mailbox appearing as solo direct mail, but at a fraction of the cost.

UPC: A Universal Product Code (UPC) is a barcode often used for determining value and creating ad tracking.

Variable Messaging: A method of communicating with consumers where every household receives a different message based on targeting criteria.

We-Print: We-print advertisements, or printed inserts, are full-color marketing options with a variety of formats, designs and pricing.

Wrap: Our signature 4-page, full-color wrap offers the lowest cost-per-impression available is you need to advertise to multiple Zip Codes or even to an entire market. Full, half-page, double truck and 4-page configurations depending on your communication needs.

Zip Code: Codes assigned to clusters of households in a defined geography by the United States Postal Service to help mail move more efficiently. Also the targeting basis for We Prints, Pre-Prints and Premium Postcards within Mailbox Merchants.

Zip Television: A connected television solution that allows you to target and reach households that are not linear television subscribers within a given Zip Code.

Zone: Clusters of Zip Codes used to determine Mailbox Merchants Wrap distribution. Zones can be entire markets or portions of markets.