15-Minute Interview With Don Mokrynski

Of course, we’re also helping them with the fundamentals — to increase their use of their best lists on additional mail dates; to improve their customer contact strategy; and more accurately track their Web sales on a list-by-list basis to make better list decisions.

As I mentioned earlier, we’re seeing increased use of Web-based acquisition techniques. One tool that shows particular promise is paid search. Based on our experience, this can produce the highest ROI of any Web prospecting medium.