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

Conversely, Doctors Foster & Smith doesn't actively promote its Catered Pet program; it's merely presented as an available option on the Web site and in its catalogs. Magee says the program currently is considered more of a service, though marketing goals always are being evaluated.

Taking a more middle-of-the-road approach is Cushman's Fruit Lover program, which is a way for the catalog to extend its selling season, says Eileen Schlagenhaft, director of marketing. Most purchases are gifts that ship for a fixed number of months, dictated by the customer (e.g., three or six months). Cushman's promotes its continuity program only to existing customers, using the Web, catalogs and solo mailers.