Matchbacks: New Challenges for Matchbacks in 2010

• determine if you want to match email orders back to a catalog or to the email that triggered the orders;
• determine how much you want to allocate to supporting mediums (e.g., blogs, Facebook fan clubs); and
• tailor the process to the specific brands' business needs and practices, with each brand having unique characteristics (contact strategy, merchandising and business objectives).

The explosion of media and contact methodologies today makes it essential that marketers understand the interaction of all consumer touchpoints and each one's role in delivering the final sale.