A Continuity Mailer ... Who Me? Never! Why Not?

By Shari Altman

Continuity programs can help catalogers reduce the number of customers who vanish after one or two purchases.

Continuity mar-keting often isn't the domain of catalog marketers, but those who dismiss this marketing approach too quickly as "not for us" may want to reconsider. For the average cataloger or multichannel marketer, more than half of new customers never make a second purchase. Even if your stats are better than average, it's hard not to be intrigued by the fact that continuity customers buy three to six times per year. Continuities also can offer a valuable service, saving your customers time and hassle — and ensuring their category or item purchase is from your brand.