Strategy: The Importance of Source Code Tracking and Matchbacks

2. Use as few digits (alpha, numeric) as possible — five or six max.

3. Avoid using codes that can be mistaken for letters or numbers like “o” vs. “0” or “1” vs. “I.”

4. Ink-jet image the source code on the back of the catalog (in the box) and on the order form at the centerfold as well (not possible if you off-line co-mail). It’s best for the code to appear both places.
5. Train telephone sales reps to ask customers for source codes. (It’s always a good idea to monitor calls to make sure reps are asking for source codes.)