Strategy: Decipher Web vs. Catalog Customers

The net contribution for the group mailed seven times was approximately 55 percent higher than the group mailed only once. The additional mailing expense was more than justified.

What Matchbacks Tell Us
As you should already know, a matchback is the process where your order file is “matched back” against your recent mail tapes in order to give credit to the proper source code. This tells you where the business is coming from and which key codes should be given credit for the sale — even Web orders.