15-Minute Interview With Don Mokrynski

CS: For those catalogers who are mailing more, what kinds of lists are they looking to add?

Mokrynski: Everyone would love to have their best list double in size. But that’s not going to happen.

So the question becomes, how do I get the most mileage out of those lists I do mail? One way is to go deeper into the performance history of those lists. Then extend the number of selections you’ll test on those lists to see if you can make a broader base of names work.