Get a Little Bounce From Bouncebacks

The intricacies of continuity marketing go way beyond the scope of this article. But if your product line can fit a continuity program, consider developing one. In your projection scenario, include responses based on the number of catalog orders you receive per year. A typical bounceback’s response rate to a continuity offer averages about 0.1 percent. Despite low response and often low average order values, however, bouncebacks are a cost-effective way to market continuity programs, primarily due to the new members’ lifetime value.