Back when I first started ramping up my email marketing game, I was hesitant to send frequent emails. I worried about being “that guy”—you know, the one who floods inboxes and annoys subscribers. But then something happened that completely changed my perspective.
I was running a campaign for one of my clients, a small business owner who had a great product but was struggling to get sales traction. We’d put together a solid email sequence—four emails spread out over two weeks. Everything was going smoothly until I decided to try something different.
Instead of wrapping up the campaign with that fourth email, I decided to add a few extra emails—more reminders, updates, and, most importantly, a final reminder email just hours before the offer ended. To my surprise, that last-minute email drove more sales than the previous three combined. It hit me like a ton of bricks: frequent emails and timely final reminders were key to making campaigns successful.
And here’s the thing—it wasn’t just the last reminder email that worked. The entire sequence, leading up to it, created trust, familiarity, and, ultimately, conversions.
So what was going on here? Well, it turns out there’s a lot of psychology behind why frequent emails work, and final reminders are one of the most powerful tools in your email marketing arsenal. Let’s break it down.
Why Frequency in Email Marketing Matters
We’ve all heard the phrase “out of sight, out of mind,” and in the world of marketing, it couldn’t be truer. The more often people see your emails, the more likely they are to take action. But why? It boils down to a few key psychological principles that shape human behavior.
1. The Mere Exposure Effect
One of the biggest reasons frequent emails work is thanks to the Mere Exposure Effect. This psychological phenomenon shows that people tend to develop a preference for things simply because they’ve been exposed to them repeatedly.
In the context of email marketing, each time someone sees your email in their inbox, they’re reminded of your brand. Even if they don’t open every email, that exposure builds familiarity—and familiarity builds trust.
Why it works: Each time you land in someone’s inbox, you’re making an impression. Over time, those repeated touches create a sense of trust and recognition. So, even if your audience isn’t ready to buy right away, consistent exposure to your message makes it more likely that when they’re ready, they’ll turn to you.
2. Recency Effect
The Recency Effect is another key player in why frequent emails matter. This principle refers to our tendency to remember the most recent information we’ve been exposed to. In other words, the last thing we see or hear sticks with us the most.
By sending more frequent emails, you increase the chances of being top-of-mind when your audience is ready to take action. If your competitor emailed three days ago, but you sent something this morning, guess who’s more likely to get the sale?
Why it works: The more often you show up in your customer’s inbox, the more likely you’ll be the one they think of when they need what you offer. Frequency ensures you’re fresh in their mind when the decision-making moment arrives.
3. Trust Through Consistency
Let’s face it: People are naturally skeptical, especially when it comes to buying online or from businesses they’re not 100% familiar with. Sending more frequent emails helps build trust. Why? Because consistency shows reliability.
If you’re emailing your list once every few months, you’re not building a relationship—you’re just showing up sporadically. But when you communicate more regularly, you create a consistent, reliable presence in their inbox. Over time, this builds a connection that feels more personal and trustworthy.
Why it works: People buy from brands they trust. Consistent, frequent emails keep you visible and establish you as a reliable, trustworthy source of information, products, or services.
4. Anchoring Bias: Setting Expectations Early
In psychology, the Anchoring Bias refers to the tendency to rely heavily on the first piece of information we receive when making decisions. Frequent emails allow you to “anchor” your audience’s expectations.
If you start off by presenting the value of your product or service in your earlier emails, every subsequent email builds on that initial value. When you send reminders or follow-ups later, you’re reinforcing that anchored idea of what your product is worth, making it more likely that people will see your offers as valuable.
Why it works: By consistently reinforcing your product’s value through frequent emails, you keep your audience anchored to the idea that they’re getting a great deal. The more frequently you reinforce that anchor, the stronger it becomes.
Why Final Reminders Are So Effective
Now let’s talk about the secret weapon in your email marketing arsenal: final reminders. These are the emails that go out when your campaign, offer, or promotion is coming to an end. And trust me, they’re often the most effective ones you’ll send.
Here’s why:
5. Scarcity Effect (Scarcity Heuristic)
The Scarcity Effect shows that people place a higher value on things that are limited or in short supply. Final reminders create a sense of urgency by making it clear that time is running out or that the offer is about to expire.
Scarcity triggers an immediate fear of missing out (FOMO), which compels people to take action. We’re hardwired to respond to scarcity because it signals potential loss—a loss we want to avoid at all costs.
Why it works: When your final reminder emphasizes that the clock is ticking or supplies are limited, it ramps up urgency and makes people more likely to act. “Last chance” emails often drive the highest conversions because they create a psychological pressure to act before it’s too late.
6. Loss Aversion (Prospect Theory)
Building on the Scarcity Effect is Loss Aversion, a principle from Prospect Theory that suggests people are more motivated by the fear of losing something than by the possibility of gaining something. Losing an opportunity hurts more than the pleasure of gaining it in the first place.
Final reminders tap into this fear of loss. When people see that an offer is about to disappear, they feel compelled to take action—because the pain of missing out is simply too great.
Why it works: Frame your final reminder around what they’ll lose if they don’t act—whether it’s missing out on a discount, a bonus, or access to something valuable. This taps into their deep-rooted fear of loss, making them more likely to convert.
7. The Zeigarnik Effect: Completing Unfinished Business
The Zeigarnik Effect states that people tend to remember incomplete tasks better than completed ones. In the context of email marketing, this means that when your audience has taken a small step—like clicking through or visiting your website—they’ll feel an urge to complete the task if they haven’t finished it yet.
Final reminders help resolve that mental tension by bringing unfinished business back into focus. They remind your audience that they’re almost there and just need to complete one final action.
Why it works: Use final reminders to nudge people into completing what they’ve already started. “You’re almost there—complete your purchase today!” taps into this psychological trigger, making them more likely to follow through.
8. Commitment and Consistency Bias
People like to stay consistent with their past behaviors. This is the Commitment and Consistency Bias at play. If someone has shown interest in your offer by clicking an email or visiting your site, they’re now committed (at least mentally). Final reminders push them to stay consistent with that initial interest and take action.
Why it works: Reference their earlier actions in your final reminder. “You’ve already shown interest—now’s the time to act!” makes them feel an internal pressure to finish what they started.
9. Reciprocity: The Power of Giving Before Asking
The principle of Reciprocity states that people feel obligated to give back when they receive something first. By the time you send a final reminder, you’ve likely already provided value—whether it’s through educational content, free resources, or helpful tips.
Final reminders tap into this sense of obligation. Because you’ve given so much upfront, your audience feels a sense of reciprocity and is more likely to act in return.
Why it works: Before sending your final reminder, make sure your previous emails provided value. When the reminder comes, your audience will feel more inclined to reciprocate by taking the next step.
Conclusion: Why Frequent Emails and Final Reminders Drive Results
In email marketing, frequency and timing are everything. By sending more frequent emails, you build trust, create familiarity, and increase the chances of being top-of-mind when your audience is ready to act. And when it comes to final reminders? They’re your ultimate conversion tool, leveraging scarcity, urgency, and loss aversion to compel action.
So, if you’ve been hesitant to hit send more often, consider this your push. Frequent emails combined with strategic final reminders can make all the difference in boosting conversions and building a lasting relationship with your audience.
