Frequency Affectation for Online Marketing

Sales gurus often claim it takes seven touch-points to make a sale for many real life sales transactions (as opposed to online sales). Certainly, one touch-point is often not enough. However, in marketing, frequency affectation is the fatigue caused by communicating with your prospects too often. The research shows that sales fall off a cliff after five online touch-points. In other words, if you send your opt-in email list six or more emails in too short a period, they’ll stop clicking through to buy, stop opening the emails, or unsubscribe.

There’s a fine line between too few and too many touch-points. Be very careful not to destroy your list trying to get too many results from it too quickly. The value of an email list is enormous (monetary and otherwise), but an email list is a long-term business builder, not a short-term sales generator.