Keeping Creative Alive for Continuity Offers

by Hallie Mummert

In continuity marketing, the end game is the take rate, or how many shipments you can get a customer to keep and pay for. The beginning of this tenuous match, however, is all about getting the product in the customer's hands.

Positioning of the offer becomes a delicate matter. Since the initial direct mail package is akin to the first step in a lead generation campaign, how much or how little you tell the prospect about the offer can make the difference. Additionally, the words you use to describe that offer can mean the difference between a prospective customer and a trashed mailing.