Continuity Marketing: Pleasures and Pitfalls

Profit or loss on a continuity program is measured by the average number of paid items per starter. If you can get someone to accept an entire box of books—and pay for it—the number of paid books for that starter is far higher than the average of 21⁄2 to 51⁄2 which is about where most people get bored and cancel when receiving the series at the rate of one product a month.