The rule of seven dictates that most prospects won’t take the next step in the customer life cycle until they’ve heard from you or engaged with your content at least seven times. In the age of constant incoming information and intrusive advertising, this rule has never been more important. Simply blasting a one-off email message doesn’t cut it anymore.
To truly reach the customer, we marketers need to diversify our messaging to communicate both how and when our leads want to hear from us; you need to gradually nurture your leads towards a sale. This means using more than just one medium; email is great but a multi-pronged approach is better. Tools such as automated SMS messaging, physical postcards, and even retargeting can help you reach your customer in a constructive way and gain the coveted conversions you seek.
By creating a series of mixed media messages featuring engaging content highlighted occasionally by an offer, businesses like yours have been able to garner more leads, build brand advocates, and create a reliable machine for generating consistent sales.