How to Expertly Evaluate Your Campaign Results

For those mailers with the third channel of retail stores, the problem is further compounded. For most, the retail channel simply represents an immeasurable black hole, with sales that are difficult to attribute back to the catalog mailing through any means.

The Matchback

A matchback compares the names and addresses on a mail tape with those of responders from all channels within the mailing’s season. A report is produced from the match that’s much like a key-code report showing number of orders and sales by key code. It’s important to retain this information by channel and separately for those orders for which a key code actually was collected and those which had no key code.