I have used email marketing mainly to promote JV
launches.

After the first or second mailing, if I see the
offer is converting well, I will look to promote
1-6 times more, up to a total of 7 times if
I find the email promotions still ringing in sales
consistently.

I subscribe to the traditional rule of the
'prospect needs to see an offer 7 times before
they buy'.

It is important to remember that only a small
fraction of subscribers open the email, and of
those subscribers who open it, typically only half
will click through to the link. So even if an
email gets a 10% click-through rate, which is
pretty decent by today's standards, that's still
90% of the subscribers on your list who haven't
seen the offer. And of the 10% who clicked
through, many would have given a quick glance and
closed the page almost immediately, owing to
other distractions they might have had at the
same. So if you are using email marketing (or any
form of marketing for that matter), you have to
promote multiple times.

And sometimes the first or even second mailing may
not do well, but if I have a sneaky feeling that
it was because there were either 1. Too many
launches on that day, 2. A poor subject line, 3.
Poor email copy, I may send out a third mailing. I
have seen conversions tripled after a third
mailing for various reasons. One reason is that
merchants will tweak their sales page after launch
day to improve their conversions.

Fabian