Strategy: More on Multichannel Matchbacks

Co-mailing (offline) is another recent development that contributes to the untraceable factor and the need for matchbacks. This is the process of co-mingling catalogs with other catalogs to qualify for more mailing discounts. With offline co-mailing, only the back cover can be ink-jetted with the name, address and source code. The order form inside the catalog cannot be ink-jetted. So you lose the ability to trace the order if faxed, mailed or called in.