People remember more when their study sessions are spaced out
Description
We learn and remember better when we split the material needed to be learned into repeated at separate points in time.
Research:
The spacing effect is important to marketers because spacing out and repeating information is the most efficient way to retain and recall information without advertisement burnout. Researchers found that consumers only recalled about 50% of the advertisements they saw 24 hours prior to the study, but that the ads they remembered, they still remembered them 5 days later.
Another study also found that Copywrite or commercials with verbally complex information, like using metaphors or homographs, are recalled faster when spaced out compared to being presented simultaneously by nearly 18%.
Application
Content Distribution
Implement a spaced-out content distribution strategy across various digital channels. Rather than bombarding audiences with frequent messages, schedule content to be delivered at intervals to keep engagement high without overwhelming users. This approach helps maintain audience interest over time and encourages consistent brand interaction.
Email Campaigns
Apply the spacing effect to email marketing campaigns by sending follow-up messages or reminders spaced apart at optimal intervals. This strategy prevents email fatigue and improves open and click-through rates by ensuring that messages are delivered when recipients are most receptive. By spacing out communications, you keep your brand top-of-mind without inundating subscribers with excessive emails.
Retargeting Ads
Utilize the spacing effect in retargeting campaigns by displaying ads to users who have previously engaged with your website or products. Rather than bombarding them with repetitive ads in quick succession, space out the frequency of ad displays to maintain interest and prevent ad fatigue. This approach increases the likelihood of conversion by delivering timely reminders without overwhelming the audience.
