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Do decide how often and when to perform a matchback. How often you choose to do a matchback will depend on your mailing frequency, budget and planning cycle. Many large direct marketers, particularly those with retail channels, do matchbacks as frequently as once a month. But for smaller mailers, I recommend you do a matchback at least once a mailing season, for example, spring/summer, fall/holiday or whatever seasons fit your mail plan.
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Terrell Sellix
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