Strategy: Make Matchbacks a Routine
How frequently you run a matchback depends on how often you mail and how you’re going to apply the results and/or data to your marketing/circulation strategy. A matchback generally should be done two, three or four times a year depending on your degree of seasonality.
What Effect Do Remails Have?
Remails can have an effect on your matchback results. Let’s say you print for three catalog drops all at once, changing only the front cover. You might mail a Christmas 1 catalog in early October with Christmas 2 and 3 remails three or four weeks later. The matchback results will be allocated to the most recent drop, which in our example is Christmas 3. If your business is highly seasonal, this will skew results to the last mailing.
Therefore, the results of Christmas 1, 2 and 3 should all be added together in order to spread the results more accurately across all of 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 on.
Try to overlap matchback processing. If you’re doing quarterly matchbacks and the most recent mailing is only 30 percent done and the one prior is 60 percent done, include them in the run. «
Stephen R. Lett is president of catalog consulting firm Lett Direct Inc. Reach him at (302) 537-0375 or via his Web site: www.lettdirect.com