Did you say or do something twice today? Of course you did, it’s Repeat Day! Celebrated every year on June 3, encouraging people to repeat everything they do or say. Repetition is also a powerful marketing tool. Let’s talk about the power of repetition. How many times to do have to repeat your message to make it stick?
How much repetition is too much? During the FIFA World Cup 2018 people in China complained about a commercial by travel platform Mafengwo. During a 15 second clip an actor in monk costume asks the audience the same question 6 times in a row: “Why should you use Mafengwo?” It was just too much. One of the most well-known repeat ads is Head On. A woman repeats the tagline “HeadOn. Apply directly to the forehead” over and over again. The odd clip became an internet phenomenon. But not for the right reasons. So keep in mind that repetition can lead to consumer fatigue.
It’s clear, don’t overdo it. But how many times do you have to repeat a message to make it stick? Some say you have to repeat a message 3 times, while many believe in the old marketing adage ‘Rule of 7’. People have to come across your message seven times before they really notice it and take action.
Illusory truth effect
Research proves that repetition makes our message stronger. It’s called the illusory truth effect, humans have the tendency to believe information to be correct after repeated exposure. We rate repeated statements as more truthful than non-repeated ones. In short: repetition breeds belief.
Our brain loves repetition
Moreover our brain loves repetition. Repetition creates the comfort of familiarity. When our brains find something easier to process, we like it more than a similar thing that is not as easily processed. So the more you repeat your brand or tagline, the more likeable it will become.
Optimal repetition for email marketing
So what does this mean for your e-mail marketing campaign? Research from Mailchimp shows that resending your email campaign to subscribers who didn’t open the first time can increase your open rates by 8,7%.