Keeping Creative Alive for Continuity Offers

When comparing direct mail campaigns from the last decade, an interesting pattern emerges in relation to offer and position. The development of a more savvy consumer along with new sales and distribution models have made an impact on how continuity is sold today.

To keep up with the times, direct marketers who want to sell their products via a continuity model have updated their long-term controls. The areas of greatest importance have been negative option, interactivity and new reply channels.