New Customer Welcome Programs
1. Continuity buyers have the opportunity to deliver very strong lifetime values to the marketer—if they stick with the program through multiple shipments.
2. Continuity programs are more complex and often require some explanation of how the club works, how to change shipment contents, etc.
How Continuities Roll Out the Red Carpet
As someone who's been involved in marketing numerous continuity programs throughout the years, I can't recall a single program that didn't include a welcome/thank-you letter with information on how the club worked, club policies, etc. Most continuity marketers also include free gifts in the new member package as an extra thank you.
An example of this is Cigars International Cigar-of-the-Month Club. John De Marco, vice president of Cigars International, notes that his new cigar club customers get a free cigar cutter and matches, as well as a welcome letter and "how it works" information about the club. Cosmetique, another continuity marketer, goes all out with its new customer welcome material—including testimonials to reinforce the decision the customer made in signing up, an offer to get a gift when a friend signs up, a free shoulder bag (purse) and, of course, "how the club works" material.
Infomercial Marketers Do it, Too
Most infomercial marketers also take the time to include thank-you/ welcome material to solidify a sale. In outgoing new customer shipments ProStrong nail care does this, and not only includes a thank-you letter that carefully reviews what's in the package and instructions on how to use the product, but also a color chart with all the nail polish colors available to purchase. Alexis Vogel Cosmetics similarly includes a welcome booklet that thanks the customer, welcomes her, explains how to organize the products in her initial "kit," draws attention to the separate "get-a-friend" offer in the box, and encourages her to send in a testimonial.