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

Retain continuity customers. Listen to what the customer is saying. Flexibility is key — when you're rigid with a continuity customer, you'll have more cancels and fewer program members.

The ability to customize shipments in the future also can impact your ability to make the initial continuity sale. When customers have the option to change, cancel or customize their shipments at any time, many of their doubts about the program will fade away.