Strategy: More on Multichannel Matchbacks

Remails of the same catalog with different covers will affect your matchback results — the matchbacks will be allocated to the most recent mailing. If your business is highly seasonal, this skews results to the last mailing. Compensate by adding the results of the initial mailing and the remails together to spread the results more accurately across all these drops. When it finds a match, the program will match to the most recent mail date. If it doesn’t match that mail date, it goes back to an earlier drop, and so forth.