Since the advent of the Web, an interesting phenomenon has occurred: It has become more difficult for marketers to accurately track the response from their mailings.
Many multichannel marketers have as many as 50% of their orders untracked (I have one client who's untracked orders looks to be up to 70%). Most marketers will be in the 30% to 40% range.
The secret to solving this problem is easy
There is a way to reconcile this and properly attribute more orders directly to your direct mail.
It is a fairly simple process called a “matchback”
Here is how it works: You take all of your orders from a time frame that corresponds to your last mailing, and match those buyers to the names on the list you mailed to.
You will be amazed at the number of orders attributed to the Web that match your mailing list.
Plus, there are many times your Web site, banners and email may pick up on orders that may not have happened without your direct mail having already paved the way or prompted the response.
For complete information on how to do your own matchback, I urge you to call Infomat, our list brokerage and management affiliate at 310-212-5944, or by email at listmgr@infomatbiz.com.