How to Expertly Evaluate Your Campaign Results

Besides salving one’s curiosity, continual matchback allows you to view changing response patterns by channel and file source. The program can be customized to some extent for your mail program and creates a centralized results database.

While ChannelView can be highly cost-effective for large mailers — especially those with multiple catalog titles — it can be very costly for smaller mailers. You need at least six annual drops and more than 2 million annual circulation for ChannelView to be cost-effective. Also, the set-up process can be tedious, and we’ve seen fairly sophisticated mailers experience long delays in getting it right. Depending on the complexity of your circulation plan and segmentation scheme, you still must download raw data for secondary analysis.