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Recency — The segment of a list that shows the most recent
purchasing activity. Reciprocal exchange — A requirement made by some list owners
that the mailer makes the names they own available on an exchange basis.
Reciprocal rental — A requirement made by some list owners
that the mailer makes the names they own available on a rental basis. Record layout — A map of the information stored in a database,
listing each field of information and its allowed character length. Record length — The total number of characters occupied by
all fields in a record. Rental — An agreement between a list owner and a mailer for
a one-time use of the owner's list. Repeat mailing — A second mailing of the same package to
the same list. Respondent — See Mail response. Restrictions — Any condition placed upon the list user by
the list owner. Examples are requiring a mail package for approval prior
to use or limiting usage to one mailing. Ride-along — A form of co-op direct mail advertising that
allows additional offers from outside mailers in a cold-prospect mailing.
Running charge — A charge by a list owner for names that
are generated for a renter but not used. Rush order — When a mailer asks for a list to be received
sooner than the usual time needed for processing which is typically 5
to 10 working days. Rush order charge — A fee that is added to the cost of an order when a list is wanted sooner than what is normal. |