Eight Lessons You Can Learn From a Matchback

5. The best co-op model selection. The old adage, “Don’t put all your eggs in one basket,” is an appropriate one for catalogers, particularly in the test stages of any mail campaign. Matchbacks help you to know which baskets to focus on by showing you where your investment delivered the best results. This is particularly important with co-ops where large universes of names are available if results prove promising.