Eight Lessons You Can Learn From a Matchback

From general decisions about what marketing channels to invest in, to detailed decisions about what outside lists to rent for specific mailings, matchbacks give you back the ability to know where to put your money in order to maximize results.

Terrell Sellix is vice president of marketing at McIntyre Direct, a Portland, Ore.-based, full-service catalog agency. Sellix combines her love of data analysis with a sensitivity to the human side of marketing that stems from four years of marketing good health concepts in West Africa. For questions, contact her at: (503) 286-1400.