How to Expertly Evaluate Your Campaign Results

A matchback generally is provided by the service bureau that processed your merge/purge and produced the mail tape. Since there’s a moderate charge for this, it’s usually done one time after, say, 70 percent to 90 percent of the mailing’s response is received and before you need to make key decisions about an upcoming campaign. Recently, these one-off matchbacks also have been provided, sometimes at no charge, by cooperative databases.