mail date

drop date planned for a mailing usually as agreed upon by the mailing list owner and list user; also called mailing date. The number of returns received at various intervals following the mail date can be used to project total response. The projection is usually based upon previous experience with this product and promotion, as well as the time of year and any other factors that may impact demand. Some direct marketers believe that certain days of the week are better to mail than others, but time of year and proximity to holidays probably have more to do with response. See also doubling day; mail count; order plow pattern.