The phrase describes a strategy for outreach where the message remains relevant and effective over an extended period. Unlike time-sensitive promotions or announcements, content focuses on fundamental value propositions and addresses enduring needs of the target audience. For instance, a series of emails offering a consistent methodology for improving business efficiency would qualify, whereas emails promoting a specific sale would not.
Employing this approach can result in a higher return on investment compared to traditional, short-term initiatives. The longevity of the content allows for continuous engagement with prospective clients, fostering brand recognition and building trust over time. Historically, this has proven useful for organizations seeking sustained growth rather than immediate, but fleeting, results. It moves away from the “spray and pray” approach of mass email marketing towards a more targeted and enduring strategy.
