- GAS:
- The “Gone Away Register”. A suppression file made available from information supplied to the major Mail Order Catalogue Houses.
- Gate Fold:
- A type of fold where both sides of a piece get folded inward so the edges come together.
- Guillotine:
- Machine for cutting paper material to precise sizes.
- Gusseted:
- A type of envelope. The sides have an extra strip of paper material between front and back to increase the capacity of the envelope.
- Hand Delivery:
- Term used to describe the delivery of mail by distributors other than Royal Mail. Hand delivery contractors are also used in certain overseas countries as an alternative to local postal systems.
- Ink jet:
- A method of printing via a computer. Addresses are inkjet printed onto paper and polythene. The Inkjet printer works by squirting a jet of very fine droplets of ink onto the paper in a pattern determined by a computer.
- Inkjetting:
- A method of addressing an envelope or card or other item. The machine is connected to a computer and can personalise and add graphics to a mailing piece
- Insert:
- Any item, such as a brochure or pamphlet, that is placed in a Direct Mail package.
- Jiffy Bag:
- Generally a corrugated, padded or bubble bag often used to mail an article that needs protection, such as a cassette or video tape.
- Kerning:
- Reducing space between characters. Negative letter spacing.
- Landscape:
- A ‘view’ of a publication where the longer side is at the top.
- Laser Labels Clear:
- As Laser labels, except these are translucent in appearance.
- Laser Labels White:
- Laser labels are also known as pressure sensitive sheet fed labels. Basically, the labels peel off a backing and stick onto another surface, and each sheet of labels is independent of each other.
- Laser Printing:
- Printing from a computer to paper. This is a high quality method of printing and is, when done properly, indistinguishable from expert typing. Letters produced on a laser printer do not look as if they have been mass produced. Laser printing can be in colour as well as black/white.
- Layout:
- The arrangement of text blocks, headlines and graphics on a page.
- Letter Fold (Writing In):
- Piece is folded inwards from both sides in such a way so that they overlap each other. When completed the writing of the front page is folded facing inwards.
- Letter Fold (Writing Out):
- Piece is folded inwards from both sides in such a way so that they overlap each other. When completed the writing of the front page is folded facing outwards.
- Letterhead:
- Paper printed with the company details used for letters and communications. Paper is typically 80-100gsm bond.
- Lettershop:
- A company that personalises, labels, sorts and stuffs envelopes in preparation for mailing.
- Lifestyle Database:
- A database of people based on a questionnaire covering all aspects of their lives including Income, Housing, Family, Education, Sports and Activities etc. Capable of extensive profiling and targeting.
- Lift Note:
- A folded sheet that is a “last chance” to deliver an advertising message. Usually written by a person other than the main writer of the letter. Good place for a testimonial.
- List:
- In mailing house terms, a list of people to whom mail is sent. Lists of customers and prospective customers are bought and sold by Direct Mailers.
- List Broker:
- An individual or company that brings together owners of lists and the Direct Mailers who use them.
- List compiler:
- An individual or company that specializes in gathering names, addresses and information from a variety of sources to produce a customized list of prospective customers.
- List Manager:
- A company which holds a customer’s file, updates, adds and deletes records as required and produces copies, selections etc., from the list according to the instructions received from the owner.
- List Owner:
- A company whose customer/prospect list is available on the List market.
- Live stamp/live postage:
- A “normal” stamp which a consumer would use, as opposed to metered mailings.
