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. One of the challenges with modern marketing approaches is that the customer journey is not linear, and therefore one must take into account customer journey and touchpoints, as well as leveraging jobs theory and customer journeys.
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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