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What's colder than contacting a cold prospect? Contacting a cold prospect using an untested list, an untested offer and an untested medium. To avoid a big chill when it comes to response, some e-mail marketers are taking several steps before they jump into the hot technique of e-mail marketing. Why? E-mail list rental options are still limited, so direct marketers are exploring how to push existing e-mail lists—their own and rentals—to the limit through multi-step roll-outs. Two Web catalogers—Harvard Business School Publishing and N2K's Music Boulevard (which merged with CDnow in March)—show how this approach to Internet marketing led to successful e-mail

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