Retailers Can Utilize the Marketing Rule of 7 to Deepen Customer Relationships
Simple, one-time transactions contribute to revenue and the bottom line. More importantly, sustained customer relationships optimize lifetime value, which a brand can build by following the Marketing Rule of 7.
The Marketing Rule of 7 is a simple yet powerful strategy based on the concept that consumers need to encounter a brand’s message at least seven times before it sticks, with strategic and consistent repetition.
While multiple touches are essential, not all touches are created equal. Poorly timed or irrelevant messages can drive a consumer away rather than strengthen the relationship. That’s why personalization and relevancy must be combined with the Rule of 7.
Positionless Marketing and the Rule of 7
Personalization is no longer optional, it’s essential. Every interaction with a customer must feel relevant, timely and tailored to their needs. However, achieving this level of personalization using traditional marketing methods is often slow and tedious. The result? Instead of delivering truly individualized experiences, marketers default to broad, repetitive messaging. Over time, this repetition leads to marketing fatigue, where consumers become disengaged or, worse, tune out entirely.
"Positionless marketing" can help by empowering marketers to execute independently, free from assembly-line marketing constraints. Instead of waiting on data and creative teams, marketers are agile enough to rapidly create multiple message variations, ensuring fresh, engaging and relevant customer interactions. This agility moves brands beyond repetitive messaging, allowing them to quickly adapt, personalize, and refine campaigns in real time. Marketing fatigue is reduced while engagement deepens.
Strategies to Optimize Personalization in the Rule of 7
1. Use a unified customer view for strategic outreach.
An artificial intelligence-powered customer data platform (CDP) enables marketers to consolidate data from multiple channels, providing a single, 360-degree view of each customer’s journey. This unified perspective allows for the crafting of contextually relevant messages at every stage of the journey.
2. Employ predictive insights for smarter messaging.
Some interactions are more impactful than others. Predictive analytics help identify the most influential times and channels for engaging different consumers. By pinpointing when a consumer is most receptive, marketers can ensure that each interaction contributes meaningfully to the seven exposures that drive a deeper relationship.
3. Develop segmentation for laser-focused targeting based on buying journey.
Advanced segmentation tools enable highly targeted campaigns based on the buying journey. By tailoring messages to unique customer segments based on behavior, preferences and lifestyle changes, marketers limit the risk of irrelevant messaging, ensuring that every interaction builds on the previous one rather than diluting the relationship.
4. Orchestrate across channels.
Campaigns and messaging need to be deployed consistently across all channels to reinforce brand recall and maximize the cumulative effect of repeated exposures. Simply put, messages should be in harmony.
5. Focus on real-time, dynamic personalization.
Be positionless by leveraging AI and generative AI (GenAI) for dynamic content capabilities, personalizing messages in real time to ensure each one feels relevant and timely based on customer behavior.
6. Avoid marketing fatigue.
While the goal is to communicate with the consumer seven times, overcommunicating can lead to marketing fatigue. Marketers must balance repetition with restraint, ensuring consumers receive just the right amount of messaging to keep them engaged without overwhelming them. With positionless marketing, teams can dynamically adjust campaign frequency and messaging in real time, ensuring a seamless, personalized experience without unnecessary repetition.
Conclusion
For retailers looking to boost customer engagement and foster long-term loyalty, managing the Rule of 7 with positionless marketing helps brands execute this strategy efficiently. It ensures each touchpoint is carefully crafted, strategically timed, and optimized in real time, driving lasting loyalty.
Rony Vexelman is the vice president of marketing at Optimove, a customer-led marketing platform.
