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

Analyze your program. Lifetime value should be your primary measuring stick for success. If you can't accurately measure customer lifetime value, use the number of shipments sent to a customer as your closest proxy. Most continuity programs will look for at least three additional shipments beyond the initial order. Whether your goal is three or more additional shipments, the key is to monitor and analyze results on an ongoing basis.