Eight Lessons You Can Learn From a Matchback

4. The best way to optimize housefile mailings. It’s common practice to mail housefile names even if they haven’t purchased within the last 24 months. However, as those names get older on your file, the frequency with which they should be mailed declines. By bringing real results back to the table, matchbacks help you identify the best mailing frequency. In addition, they help you identify how deeply you can mail into older-name segments and determine which segments may be better off going into the pool for an optimization model with one or more of the co-op databases.