Number of contact points in marketing
One of the purposes of Marketing is to increase awareness (see levels of awareness for marketing) until a prospect enters the sales process.
There is some anecdotal evidence that the number of times a person needs to be in touch with a company varies between 5 and 7 before they are convinced to start the purchasing. (Of course, this is for deep tech companies, not sure for others).
In this perspective, an unanswered cold-email (assuming it was read) counts towards the total number of exposures.
Evergreen marketing may be an effective way of lowering costs.
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