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Contact Kristine Haverly between 9am and 5pm EST at 800.968.5798  or
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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 info@swdirectngl.com.

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
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 marketing.
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 response.
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 features.
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 cycle.
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:
  • Analysis
  • Website Fundamentals
  • Prototype Design
  • Content Writing
  • Coding
  • Testing
  • Promotion
  • Maintenance and Updating
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.