Glossary of Terms
This glossary of terms is provided to give clarification on marketing campaign tools,
as well as additional services provided by SouthWest Direct®.
For additional questions about these services or if you would like to add a term
to the list, please call 800-968-5798 or email
- Conceptual Development
Conceptual development is the process whereby an idea or group of ideas is assembled,
applied to a marketing message and/or “look”, then developed into a
working prototype, tested and redesigned over and over until a final direction and
message are produced.
Copywriting is the act of writing copy for the purpose of selling or marketing a
product, business, or idea. The term copywriting is often used interchangeably with
content writing or freelance writing, though this is technically incorrect. A copywriter
is one who writes for promotional purposes, and although they may very well be a
freelance writer, they have a specific marketing purpose.
- Creative Design or Graphic Design
The term graphic design can refer to a number of artistic and professional disciplines
which focus on visual communication and presentation. Various methods are used to
create and combine symbols, images and/or words to create a visual representation
of ideas and messages. A graphic designer may use typography, visual arts and page
layout techniques to produce the final result. Graphic design often refers to both
the process (designing) by which the communication is created and the products (designs)
which are generated. Common uses of graphic design include magazines, advertisements
and product packaging. For example, a product package might include a logo or other
artwork, organized text and pure design elements such as shapes and color which
unify the piece. Composition is one of the most important features of graphic design
especially when using pre-existing materials or diverse elements.
- Data Modeling
Data modeling is a scored mathematical model that identifies which customers are
likely to buy what products or services. It suggests which marketing channels to
reach these customers and predicts the type and number of customers likely to buy.
It can be regularly updated with new marketing or product data and rescored or rebuilt
to address the then current needs of your business. It also can be used within database
- Database Marketing
Database Marketing is a form of marketing in which databases containing specific
information about potential customers are used to target individuals or groups of
individuals by sending them customized marketing messages.
- Direct Mail
Direct mail is a way of advertising in which advertisers mail printed ads, letters
or other solicitations to large groups of consumers. Bulk-mail rates are used to
lower the cost of the mailing, and targeted mailing lists are used to maximize potential
- Email Marketing
E-mail marketing is a form of direct marketing which uses electronic mail as a means
of communicating commercial messages to an audience. In its broadest sense, every
e-mail sent to a potential or current customer could be considered e-mail marketing.
Incorporating email marketing into your campaign can further enhance the relationship
with current or previous customers, and encourage customer loyalty and repeat business.
Using a CAN-SPAM compliant list to distribute information to potential customers
at a relatively low cost, SouthWest Direct can track the exact return on investment
on many different standard and customized levels - allowing you to generate new
and repeat business affordably and automatically. SouthWest Direct can also append
your internal mailing list, typically matching 15-30% of your addresses with email
addresses for consumer files and 5-10% for business files.
- General URLs (GURLs) or landing pages
SouthWest Direct can also create general landing pages, or GURLs, for use in capturing
online leads. GURLs are usually 1-3 pages and can be campaign specific, thus allowing
you greater control of lead capture, conversion tracking, and overall campaign analysis.
Like PURLs, GURLs can also be used in conjunction with direct mail and e-mail campaigns,
or any other activity that drives traffic to the Internet.
- Intelligent Mail Barcode Tracking
The Intelligent Mail barcode is a 65-bar code for use on mail in the United States
and its use provides information and benefits to both mailers and postal officials.
It allows greater cost-efficiencies in postage and tracking of mail. At the present
time, use of the Intelligent Mail barcode is optional; however, many mailer have
found that, because it offers significant advantages over POSTNET and PLANET Code
barcodes (including using less mail piece “real estate” and offering
more overall data capacity), it makes good business sense to use this new format.
SouthWest Direct currently utilizes the Intelligent Mail barcode system and tracking
- Mobile Marketing (Text Message Marketing)
A form of marketing that generally uses mobile phone text messages to deliver its
promotion to mobile phones or other mobile devices. Like outdoor, print or interactive
marketing, mobile marketing is simply another tactic marketers can use to reach
a target audience.
- National Change of Address (NCOA)
The NCOALink™ System makes available current
change of address information that can help reduce your undeliverable mail. Addressing
errors are identified and corrected before mail enters the mailstream. Mailers use
NCOALink™ to save thousands of dollars that
would have been spent on wasted materials and postage. In addition, valuable customer
names that would have been lost have been updated to receive current and future
mailings. SouthWest Direct can provide this service for your internal lists.
- Personalized Digital Printing or Variable Data
One-to-one (1:1) or Variable Data marketing is a new variation of an old concept;
it is a customer relationship management strategy that focuses on personalization.
It then aims to repeat this many times with each customer, such that a relationship
is formed. Nationwide case studies show that 1:1 marketing applied to direct response
campaigns result in high response rates, which translates into high returns for
your organization. SouthWest Direct’s product line includes the latest in
1:1 marketing technology, which can personalize each mail piece, e-mail message,
or Personalized URL with variable text and images. This technology can provide endless
personalization possibilities within B2B and B2C markets.
- Personalized URLs (PURLs)
Personalized URLs (PURLs) are web addresses generated from your mail list or database.
Each recipient receives a unique, custom “name” domain like http://JohnSmith.SwdMarketing.com.
A direct mail piece or an email communication can be personalized with a PURL address
and typically includes an incentive to visit the personalized site or landing page.
When the recipient types his or her PURL into a web browser, he or she arrives at
a campaign-specific personalized landing page with a lead form. After the recipient
submits the lead form, he or she will be directed to a “thank you” page and sent
a follow-up email in response to the information requested. Concurrently, the lead
comes to your organization in real time for immediate integration into your sales
- Product Fulfillment
Product Fulfillment is the process of product manufacturing, warehousing, assembly,
quality control and delivery of product directly to customers without the finished
product going back through the company that has created the product. Customer can
place orders via the Web, e-mail, telephone or fax. SouthWest Direct provides product
fulfillment for its customers utilizing this process.
- Targeted Mailing List
A targeted mailing list is a type of mailing list that is directed at a certain
group of people based on some attribute they share, such as age, location or shopping
patterns. A targeted mailing list has a number of applications, particularly in
direct marketing. By targeting an advertisement, marketing is aimed at those most
likely to be interested while saving money by avoiding those who are not.
- Website Development
Like any project, there needs to be a plan. SouthWest Direct leads all of their
clients through organized, well supported steps to bring their ideas to a successful
website solution. Our website development life cycle involves these important stages:
Like all cycles, website development is ongoing. Once the initial site is up, it
needs to keep up to date and fresh looking. SouthWest Direct is committed to providing
ongoing support to maintain the success of your website.
- Website Fundamentals
- Prototype Design
- Content Writing
- Maintenance and Updating