Why traditional matchback isn’t enough – and what to do instead

Measuring direct mail success has always been a challenge. Unlike digital channels, where clicks and conversions are easier to track, direct mail operates in a more complex, multi-channel world. Traditional matchback analysis has long been the go-to method for measurement, but it has limitations: it relies on inferred attribution, lacks real-time insights, and often requires manual effort to match conversions back to mailpieces.

That’s why we’re rethinking matchback. By combining traditional techniques with next-generation tracking capabilities, marketers can now get a clearer, more accurate picture of direct mail performance.

The role of matchback in direct mail measurement

Matchback compares customer conversion data to mail recipient lists, so that marketers can estimate the influence of direct mail on conversions. But there’s a problem:

• It’s retroactive – results take time to analyze.
• It’s inferred attribution – you assume mail played a role rather than knowing for sure.
• It’s manual and fragmented –matching data across systems is time-consuming.

While matchback is still valuable, marketers today need more precision, real-time insights, and automation to truly understand direct mail’s impact.

Lob’s next-gen matchback analysis (now in Beta!)

Lob is solving direct mail measurement challenges with real-time, data-driven measurement tools designed to go beyond traditional matchback. Here’s how:

• QR Codes for direct attribution – Every mailpiece can include a unique QR code, enabling marketers to track engagement instantly and link conversions directly to specific mailpieces. No more guesswork.
• Automated matchback & metadata tagging – Lob assigns a unique identifier (GUID/UUID) to each mailpiece, automatically linking it to your CRM and analytics platforms. This removes manual data matching and provides a seamless offline-to-online connection.
• Integrated reporting – With Lob’s attribution analytics tool, marketers can track QR code scans and interactions in real-time, measure conversion impact across digital and physical touchpoints and get automated reports that simplify matchback analysis.

With these tools, marketers can finally measure direct mail with the same precision as digital channels.

As direct mail attribution evolves, businesses must embrace more sophisticated measurement tools. While traditional matchback remains a useful approach, Lob’s next-generation attribution tools provide deeper insights, real-time tracking, and improved accuracy. 

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Explore Lob’s attribution tools or contact the Lob team for more information on our matchback beta program. 

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