Resources

Direct Mail Marketing Glossary
Bulk Rate
The process of preparing and sorting mail to qualify for reduced postage rates.
Copy
Your copy is your offer or message.
Crop
Trimming portions from around the image in order to make it the proper proportion for your job.
Crop Mark
A small mark outside the printed area used to show how a print job should be cut.
DPI (Dots Per Inch)
DPI is a measurement of how many dots can fit into one inch. The more dots the sharper the image will be.
EPS (Encapsulated Postscript File)
EPS is the file format for high-resolution images that is often used when transferring an image from one program to another.
File Format
Each different type of file has a different file format. A file format specifies how information is organized. (Examples: .doc, .txt, .pdf)
FTP (File Transfer Protocol)
A protocol or method used to transfer or copy files between computers over the Internet.
High Resolution
This refers to the resolution of an image indicating the number of dots per inch (dpi). The range can be from 300 dpi to 2,500dpi.
JPEG (Joint Photographic Experts Group)
This is a type of file that retains a higher degree of color. Uncompressed JPEG can be used for high-quality printing for postcards and such.
Line Screen
The number of dot lines created per inch, or lines per inch (LPI).
Low Resolution
This refers to the resolution of an image indicating the number of dots per inch (dpi). Low resolution can be from 72 dpi to 250 dpi.
PDF (Portable Document Format)
PDF is a popular way of formatting documents so they can be viewed and printed on multiple platforms without changing. PDF is developed by Adobe as a standard for the web and for printing.
Pixel
An image displayed on a computer is made up of lots of dots called pixels. A number of pixels displayed is referred to as the image's resolution.
Resolution
The number of pixels that can fit into one inch determines the sharpness and quality of an image. Computer monitors are 72-96 DPI while most printed jobs are 300 DPI or above.
RGB (Red, Green, Blue)
Computer monitors display color in RGB.
Standard Mail
This refers to the process of preparing and sorting mail to qualify for reduced postage rates.Standard Mail postage is lower than First-class, however Standard Mail has a longer delivery time.