Strategy: Make Matchbacks a Routine

How frequently you run a matchback depends on how often you mail and how you’re going to apply the results and/or data to your marketing/circulation strategy. A matchback generally should be done two, three or four times a year depending on your degree of seasonality.

What Effect Do Remails Have?

Remails can have an effect on your matchback results. Let’s say you print for three catalog drops all at once, changing only the front cover. You might mail a Christmas 1 catalog in early October with Christmas 2 and 3 remails three or four weeks later. The matchback results will be allocated to the most recent drop, which in our example is Christmas 3. If your business is highly seasonal, this will skew results to the last mailing.