There is a fundamental flaw in common recipes for E-Mail marketing that destroys trust.
Many E-Mail-Marketing services suggest sending a cadence of 8-12 emails until the customer finally buys.
What if the recipient bought the product just before and does not need one more for months or years? Or just does not need the offered product right now or has a good relationship to another supplier?
If an enterprise whose product I’m not interested in sends me 8-12 emails, I mark them as spam and never buy anything from them. They are marked as pushy spammers and have actively destroyed their capital: Trust.
The Misalignment of Funnels
: The reason companies send 8–12 emails is because they are using a Commodity Sales Funnel (high volume/push) for a product that is often not a commodity (their unique service). The assumption is that low frequency equals lack of interest in selling on the sellers side.
For me, as a Strategic Analyst, constant “hammering” is not marketing—it is a destruction of capital.
The cost of that friction is paid by the marketer: I and many others hit unsubscribe or adjust my spam filter. The company spent money to acquire my address and then sent messages that actively drove me away.
They paid a Cost of Friction that was higher than the value of the potential sale. The Expert’s Rule:
You cannot build a high-value relationship with low-value tactics. If your solution is not a commodity for daily use, your sales funnel shouldn’t be either. You must attract, not hammer.
