Every term. Defined.

A large-format postcard measuring 9 inches by 12 inches, with space for multiple advertisers. TownFavorite presents its shared products in this format. Size alone does not establish postal eligibility; confirm current preparation requirements for the specific mailing.

The visual design and copy that makes up an advertiser's panel on the shared postcard. Each advertiser is responsible for providing their own ad creative to TownFavorite's specifications before the production deadline.

A reserved space on a shared mailer postcard for a single advertiser. Each TownFavorite 9×12 postcard contains a fixed number of ad slots. Once all slots are sold for a given city drop, that campaign closes and a new one begins.

The technical requirements for print-ready creative, including file format, resolution, color mode, bleed and safe margins. Confirm the current specifications and panel dimensions with TownFavorite before preparing or submitting artwork.

Selecting mailing routes for a campaign in Alabaster, Alabama. City and ZIP references are starting points for discussion, not a confirmed recipient list. Confirm the selected routes, address counts and schedule with TownFavorite.

The measurement period during which a response, such as a call, visit or purchase, may be attributed to a campaign. Define the period and attribution rules before mailing, based on your sales cycle and tracking method rather than an assumed universal benchmark.

Direct mail advertising planned for selected areas around Birmingham, Alabama. A metropolitan-area label does not establish the campaign boundary or recipient count. Use the city guides to discuss specific mailing areas with TownFavorite.

A print production term referring to artwork that extends beyond the trim edge of a printed piece. Ads with bleed ensure no white border appears at the edges after cutting. TownFavorite's ad specs include bleed requirements for each panel size.

A measurement technique using a campaign-specific phone number to help attribute inbound calls. Logging, forwarding and reporting depend on the tracking service selected. This definition does not mean call tracking is included with a TownFavorite placement.

A single postcard drop cycle for a specific city. A campaign opens when ad slots become available, closes when all slots are sold or the deadline passes, and then moves into production and delivery. Each city runs its own independent campaign schedule.

A USPS delivery route associated with a set of addresses. Route boundaries and address counts vary. Confirm current route data and selected recipients when planning geographic coverage.

An arrangement in which multiple businesses share advertising costs and space within a single marketing vehicle. Shared mailers like TownFavorite are a form of co-op advertising - each advertiser benefits from reduced costs while reaching the same local audience.

A policy limiting competing advertisers within a shared advertising vehicle. Exclusivity is not implied by purchasing shared space. Confirm any category restrictions and their scope in the applicable written agreement.

Cost per thousand: campaign spend divided by a defined count of impressions or mailing addresses, multiplied by 1,000. State which count is used; mailed addresses and digital impressions are not equivalent measures of attention or sales.

The percentage of mailed pieces successfully delivered to their intended addresses, when delivery can be measured. Planned or mailed address counts alone do not establish a measured delivery rate. No delivery-rate benchmark is guaranteed here.

Every Door Direct Mail is a USPS route-based mailing program. Confirm eligible recipients, route selections and preparation requirements for the specific mailing. A city name or postcard size alone does not establish the delivery scope.

The number of advertising exposures within a defined period. Repeated mailings can support recognition, but frequency alone does not guarantee responses or sales. Define the schedule and measurement approach for a multi-drop plan.

A route-based mailing plan covering selected areas in more than one Greater Birmingham city. A regional label does not promise simultaneous delivery or coverage of every city address. Confirm each area, recipient count and mailing date separately.

A postcard mailing planned for selected addresses in Homewood, Alabama. Confirm recipients, production deadlines and mailing dates for the campaign. Geography alone does not establish consumer interest or buying intent.

Direct mail planning for selected addresses in Hoover, Alabama. City-wide descriptions do not establish the demographics or buying intent of a particular mailing audience. Confirm the actual delivery area and targeting criteria with TownFavorite.

The residential address count used to describe a mailing audience. Distinguish planned addresses, mailed pieces and confirmed deliveries. Product capacity and city household estimates are not interchangeable with a verified campaign recipient list.

A preprinted postal marking that appears on a direct mail piece in place of a traditional postage stamp or meter mark. An indicia includes the mailer's permit number, post office of mailing, and class of mail. EDDM campaigns use a specific EDDM indicia that authorizes delivery to every address on the selected carrier routes.

A formal agreement between an advertiser and a publisher that confirms the details of an ad placement, including the campaign, ad size, run date, and cost. An insertion order serves as the contract for a reserved ad slot and is typically issued after payment is confirmed.

USPS delivery routes used to plan mailings in Jefferson County, Alabama. Consult current route data for boundaries and address counts rather than treating city or county labels as a confirmed mailing list.

A measurement methodology that compares the behavior of households that received a mailing against a control group that did not, in order to isolate the incremental impact of the campaign. Lift studies are used to determine how much additional revenue, foot traffic, or web visits were directly caused by the direct mail piece.

A set of addresses selected for a mailing. A targeted list can use defined selection criteria; route-based mailing uses selected delivery routes. Confirm the actual selection method and associated charges for the chosen product.

Direct mail planning for selected addresses in Mountain Brook, Alabama. Evaluate the actual audience, offer and campaign cost rather than assuming every address shares a city-wide demographic profile or purchase intent.

The specific incentive or call to action included in a direct mail ad - such as a discount, free consultation, or limited-time promotion. A strong, clear offer is one of the most important drivers of direct mail response rates.

The address scope considered for a mailing in Pelham, Alabama. Confirm selected recipients and current availability; a city household reference is not a promise that every local household will receive the campaign.

A postal payment marking used for an eligible mailing under a permit. Requirements depend on the mailing method. Confirm the correct indicia, permit responsibilities and preparation requirements before production.

The postal service classification used for a mailing, with its applicable pricing, eligibility and preparation rules. Confirm current delivery expectations for the selected service; a planned mailing date is not a guaranteed arrival date.

A single scheduled mailing event in which printed postcards are delivered to all addresses on the selected carrier routes. TownFavorite organizes postcard drops by city, with each city running on its own schedule.

The deadline for print-ready creative and required approvals before production. Confirm the campaign deadline and consequences of missing it directly with TownFavorite. Do not assume automated reminder notifications are included.

The process of designing, proofing, and printing the physical postcard before mailing. TownFavorite coordinates print production after all ad slots are sold and approved, then hands off to USPS for delivery.

Reviewing and signing off on print-ready creative before production, including text, layout, colors and trim details. Confirm the approval process and deadlines for the specific campaign; this glossary does not provide an online artwork workflow.

The measured responses attributed to a mailing divided by the defined recipient or mailed-piece count, multiplied by 100. Define what counts as a response and use a consistent measurement period. Rates vary; no response-rate benchmark is promised here.

Return on investment compares attributable profit after campaign investment with that investment, expressed as a percentage. Revenue is not profit: account for the cost of serving customers and all campaign costs. The website calculator is explicitly a revenue-based planning estimate, not a profit-based ROI calculation.

The interior area of a printed ad panel where all critical content (text, logos, phone numbers, and CTAs) must be placed to avoid being cut off during trimming. Content outside the safe zone but inside the bleed area may be trimmed. TownFavorite's ad specs define a minimum safe zone margin for each panel size.

A mailing strategy that targets every deliverable address within a defined geographic area, such as a zip code or carrier route, rather than a filtered list. Saturation mailings maximize local awareness and are the foundation of the TownFavorite distribution model.

A direct mail format in which multiple advertisers share space on a single printed piece - typically a large postcard or card deck - and split the printing and postage costs. Each advertiser gets a dedicated panel or section. TownFavorite uses a shared 9×12 postcard format.

A planning label for selected USPS delivery routes in Shelby County, Alabama. It is not a separate postal classification or a promise of county-wide coverage. Confirm route boundaries, recipient counts and targeting criteria for the specific campaign.

A direct mail piece featuring one advertiser rather than shared advertising space. That advertiser bears the campaign costs. Compare actual quotes, audience selection and production scope rather than assuming a universal cost advantage for either format.

A list of addresses that are excluded from a mailing, typically because the recipient has opted out of receiving mail, is a current customer, or is a known competitor. Suppression lists are more relevant to targeted list-based campaigns than to EDDM saturation mailings, where all addresses on a carrier route receive the piece by design.

A unique phone number or URL assigned to a direct mail campaign to measure inbound calls or web traffic generated by the mailing. Using a tracking number allows advertisers to directly attribute leads and revenue to their TownFavorite ad.

A short, memorable web address for a campaign, such as example.com/mail-offer. A dedicated URL can help measure visits when tracking is configured, but visits alone do not establish purchases or prove that every visitor came from the mailing.

A route-based mailing plan for selected areas in Vestavia Hills, Alabama. Confirm the actual recipients and coverage rather than assuming city-wide delivery or a particular income profile. A geographic selection does not guarantee campaign performance.

Selecting carrier routes within a specific zip code to concentrate mailing reach in a defined postal area. Since zip codes can span multiple neighborhoods, advertisers often combine zip code targeting with carrier route selection for more precise coverage.