15-Minute Interview With Don Mokrynski

Try modeling and list optimization on those same best lists, and see if that makes them continue to work for you.

CS: What impact do you see the Internet having on the catalog field and on mail plans?

Mokrynski: Naturally, e-mail communication is going to increase. We’re seeing increased outbound customer e-mails; in some cases, catalogers are e-mailing one time each week. But we also are seeing more catalogers experimenting with paid and organic Web searches, affiliate marketing, and in some cases even e-mail list rentals. You have to be willing to test these things.