Perfecting an Imperfect Science

Now CWDkids examines how many times it mails to specific customers. And with the matchback data, it’s determining whether it can cut back on the number of times it contacts customers to better control both mailing and paper costs.

“We’d also like to incorporate our e-mail contacts into the matchback process so we can tell if we’re also contacting these customers via e-mail,” Schneider says. “Are they responding to the e-mail, or are they responding to the print catalog? The more information we can get from the matchback, the smarter we’ll be able to mail in terms of both e-mail and catalogs.”