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For those of you who've been working in marketing, you've probably come across the Rule of 7. Originally developed in the pre-digital days of Hollywood film promotion, the basic premise is simple: people need to hear or see your message seven times before they take action.
Let's explore what the Rule of 7 means now, how it works for modern retail brands, and why it continues to matter – perhaps more than ever – in the B2B and eCommerce landscape.
What is the rule of 7?
The rule of 7 suggests that a prospective customer must encounter a brand's message at least seven times before they'll be ready to engage, whether that's making a purchase, signing up, or even remembering the name.
Seven exposures may seem cherrypicked. Some say it could be five, others say twelve. The truth is, it varies. But the underlying point remains: repetition builds trust. Familiarity breeds confidence. And yet, there's a problem.
We're constantly bombarded with content. The average person in the UK sees between 40-250 per day. However, with all this noise, what we see online barely registers as we've all developed filters to block it out.
So, do seven touchpoints even work? Potentially, but some brands might need even more. Or to simply optimise and make their ads better.
Why it matters for eCommerce brands
eCommerce marketers are competing in a saturated environment. For retailers, especially those operating B2B, the challenge isn't just standing out. It's being remembered, and then getting the customer to choose you.
This is where the rule of 7 becomes useful as a framework for consistency, persistence and strategy.
Some common pain points for eCommerce brands include:
- High bounce rates and low return visits: Users land on a site once and never return.
- Cart abandonment: Often due to distractions, doubts, or simply forgetting.
- Low conversion from cold traffic: Paid ads bring clicks but little else.
- Over-reliance on single-channel campaigns: Email, social or PPC operating in bubbles.
Using the rule of 7 to map and reinforce brand messaging across multiple channels can help resolve some of these issues. It's not about bombarding people. It's about orchestrating touchpoints in a way that feels cohesive and timely.
Applying the rule of 7 in practice
For eCommerce and B2B retailers, 'seven' might differ depending on the buyer's journey. But certain principles tend to apply:
1. Mix your channels
Customers browse in different ways. They might discover you on Instagram, visit your website, then forget until a Google Ad pops up, meaning cross-channel consistency is key.
- Organic search
- Paid media (PPC, display)
- Social media
- Retargeting
- Email workflows
- On-site messaging (pop-ups, exit intents)
- Influencer and affiliate content
2. Stretch out the journey (intentionally)
It's tempting to compress your sales funnel. But pushing for quick conversions often backfires. Let the customer breathe. Give them a reason to come back.
Sometimes, a simple browse abandonment email saying ‘Still considering buying x product?’ performs better than aggressive discounting.
3. Create memory hooks
Even if someone doesn't click or buy, they might remember a specific line, colour palette, tone or product feature. That memory builds with every exposure.
Consider:
- Taglines or phrasing that repeats across channels
- Consistent brand visuals and typography
- Strong first-party data collection to tailor repeat visits
4. Align marketing with sales and product
If you're B2B, your marketing efforts should feed into sales conversations. It can break the flow if your sales team doesn't know what messaging customers have already seen.
The same applies for consumer brands. If your product page says one thing, but your ad says another, that dissonance weakens trust with potential customers.
A realistic take on attention spans
Not every user is going to see your brand seven times. Some will convert on the first try. Others never will.
But the rule of 7 isn't just about generic exposure. It's about being where your customers are, when they're most open to listening. And staying front of their mind until they're ready to act.
Even if they don't consciously recall every interaction, the subconscious builds familiarity over time. That familiarity reduces risk, and that's what helps conversions happen.
Our final thoughts
The Rule of 7 isn't a rule, strictly speaking. But as a guiding idea, it has stood the test of time.
For eCommerce and B2B brands, the real opportunity lies in how you interpret it. Don't focus on bombarding users seven times. Focus on being present, relevant, and reliable across the most important touchpoints.
Looking for a Shopify agency with the expertise and in-house support to match?
At Visualsoft, our full-service marketing team covers everything from PPC and affiliates to customer experience and more. We help ambitious eCommerce brands grow with strategies built around your goals, not just channels.
Let's talk about how we can help you maximise your value in 2025.
