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

Conclusion

Don't dismiss continuity marketing, but don't go into it blindly either. Evaluate its operational aspects in advance, and be sure you can handle both the continuity and your ongoing, one-at-a-time orders in the fulfillment and shipping process. Your IT system should be up to the challenge, and if not, make necessary changes or additions. Think about and plan customer retention before you announce your program to customers and prospects. Then, forge ahead — greater lifetime value and share of customer await you.