While marketing frequency is crucial, its power comes from repeating a single, core message to stay top-of-mind. The common mistake is sending many different messages, which creates noise and confusion rather than reinforcing the primary call to action.
Marketers are often too afraid of unsubscribes to use aggressive tactics. However, the substantial conversion lift from a high-frequency campaign (like two emails in one day) far outweighs the loss of a few overly sensitive people on your list. Don't let fear of opt-outs dictate strategy.
Marketers vastly overestimate how much their audience notices their communications. Even when bombarding a database and social media, a close and engaged follower can completely miss a major announcement like a book launch. This proves the need for aggressive, repetitive marketing.
To create urgency, send two emails in one day for a single offer, like a sale or webinar. The first email announces the event (e.g., "24 hours left"), and a second, later email heightens scarcity (e.g., "almost sold out"). This tactic can increase sign-ups and conversions by over 35%.