Print-Plus: Long Live the Order Form

Impact of Co-Mail on Ink-Jetting 
Order Forms
As mentioned earlier, less than 10 percent of the catalog companies we surveyed ink-jet an order form inside their catalog. Offline co-mail programs have reduced inside ink-jetting because catalogs cannot be ink-jetted inside once they've been bound. This shouldn't be an issue, however, since less than 60 percent of all catalog orders cannot be traced to a specific key code on the front end, mainly due to orders being placed online. This has resulted in the use of matchbacks, the process of matching order files back to source codes on the back end in order to know which list and/or marketing channel to give credit to. Prior to the internet, it was common for catalog merchants to be able to trace 80 percent of their orders to a specific source code when the order was taken.