5 Direct Marketing Retargeting Best Practices to Boost Conversion

3. Determine your frequency cap. Serve an ad too infrequently and it may get missed; too often and it becomes noise. Through testing, determine a frequency curve and hone in on the sweet spot where the frequency is enough to effectively convey the message, but not so much that it overwhelms the consumer — or even worse, after the consumer is no longer in the market. Determine the point of diminishing returns and establish a frequency cap. Any media buys after this cap are counterproductive and wasteful.