Strategy: Make Matchbacks a Routine

In the chart below, the matchback attributed 35 percent of Web and unknown demand back to a specific mailing, and identified $1,075,769 of gross demand revenue back to a specific source code. What’s more, 62 percent of the total was allocated back to the housefile. This reinforces the fact that the catalog is the largest driver of traffic to the Web, and most of the business going to the Web really is from your own customers. About 17 percent of the non-traceable amount was matched back to a co-op, with the same allocated to outside rental lists.