Perfecting an Imperfect Science
Different catalogers handle matchbacks in myriad ways; see how
Monitor Response
Lorraine Calder, president/CEO of Litchfield, Conn.-based White Flower Farm, says that for the past two years her company has been using an outside service to produce weekly matchbacks. In Calder’s business, the catalog is the driver, and she matches back to the most recent mailing.
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