If you’ve ever run an ad campaign and felt underwhelmed by the results, you’re not alone. But the issue might not be your message, your design, or even your offer.
The real culprit? A mismatch between reach and frequency.
These two simple marketing terms might sound technical—but understanding them could be the key to turning your next campaign into a customer-generating machine.
Let’s break it down.
What Is Reach?
Reach is the number of unique people who see your marketing message.
Think of it like casting a net. The wider your net, the more people you can potentially connect with. A high-reach campaign gets your name out to a large group of potential customers—but there’s a catch: seeing your ad once usually isn’t enough to make someone take action.
What Is Frequency?
Frequency is how many times the same person sees your ad.
And this is where the magic happens.
According to industry research, most consumers need to see a message at least seven times before they’re ready to act. That repetition builds trust, credibility, and familiarity—three things that drive conversions.
Here’s a graphic to give you more of a visual…
Why Reach Needs Frequency (and Vice Versa)
Think of reach as the jab and frequency as the knockout punch.
- Reach introduces your brand.
- Frequency convinces people to buy.
Too much reach without frequency? You’re a stranger shouting in a crowd.
Too much frequency without reach? You’re annoying the same few people over and over.
Balance is everything. The best campaigns get in front of enough people and do it enough times to stick.
Real-World Example: Direct Mail + Digital Ads
Not all impressions are created equal.
- A direct mail piece feels personal and tangible—great for building trust.
- A Facebook or Google ad might have lower impact per impression but lets you boost frequency quickly and affordably.
That’s why multichannel campaigns—where your audience sees you in their mailbox, in their inbox, and on their screens—are so effective. Taradel data shows that combining direct mail with digital ads increases website visits by 68%, response rates by 63%, and conversions by 40%.
Boom.
How to Make Reach and Frequency Work for You
Here are a few smart moves to apply this dynamic duo in your own campaigns:
✔ Set clear goals
Are you trying to build brand awareness or drive immediate action? That affects how you balance reach vs. frequency.
✔ Choose the right channels
Each marketing channel has strengths. Combine them to multiply impact.
✔ Plan for multiple touchpoints
Instead of one big push, plan for sustained exposure. Think: 3 mailers over 6 weeks + retargeted digital ads.
✔ Track and tweak
Use tools like call tracking, QR codes, and landing pages to measure performance—and adjust your strategy accordingly.
Final Thought
If you’ve been pouring your energy into one-shot ads or hoping people remember you after seeing you once… it’s time for a mindset shift.
Reach introduces you.
Frequency builds the relationship.
Together? They turn curious browsers into loyal customers.
Ready to run a campaign that hits all the right notes? Taradel makes it easy. From postcard printing to digital ads, we help you get in front of the right people, the right number of times.
👉 Start your multichannel campaign today at Taradel.com