Do You Know What Really is Driving Your Demand?

Before you decide if Internet buyers should be mailed, have your service bureau do a matchback, a process in which your order file is “matched back” against your recent mail tapes to give credit to the proper source code. It’ll tell you where business is coming from and which key codes should be given credit for the sale — even Web orders. Matchbacks are becoming commonplace, and for good reason. They’re a necessary part of cataloging.