If you're only marketing occasionally, there's no way that information about your business is reaching your target market. Just because you are intimately familiar with your business doesn't mean that anyone else is. It probably took you years to create the concepts for your business. How can you expect your target market to develop that same familiarity and understanding if you are not providing consistent opportunities for them to get to know what you do?
You won't get good at marketing if you only do it once in a while. If you don't develop a level of marketing skill that brings results, you will entirely give up on marketing email list. Absence of marketing leads to absence of clients - and the death of your business. Marketing consistently teaches you what activities work for your business, as well as which don't. It's difficult to maintain a marketing plan when you have a "failure", but a minor setback is no reason to give up on marketing your services.
You need to understand that marketing for a particular business is a matter of trial and error, and not get disheartened at "failing". 5. You get diminished results from occasional marketing, because it takes repeated exposures for your prospects to get to know your business.