Have You Heard of Email Cadence? Yes, It Is Important

Have you ever been annoyed by a company that is flooding you with non-stop emails? How about forgetting a business that rarely communicates with you?

You see, email marketing is among the most popular forms of marketing, and it can be very effective. However, there is a thin line between said effectiveness and being ineffective. Especially if you are not aware of the proper timing or the frequency of sending those emails.

This is called email cadence. Without further ado, let us delve deeper into the topic.

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What Is Email Cadence?

Essentially, email cadence is the process of email marketing optimization. This includes deciding on the frequency and timing of the emails you send.

The goal is to achieve the highest level of engagement among your subscribers, reduce the amount of unsubscribes, and increase the open rates of your emails.

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Why Is Email Cadence Important for Email Engagement?

Sending too many emails can be detrimental to your business. In fact, it could be disastrous, since people are often tired of opening their inboxes every morning only to see they have 200+ new emails.

What do people typically do? Sure, some of them don’t bother touching on any of them, except for the ones they actually need. Others, though, decide to sort out the miss, and immediately unsubscribe from addresses that seem to spam their inbox with tons of unnecessary messages.

You will only lose from doing this, so instead of just shooting dozens of emails with the hope of somehow engaging your customers, it is better to understand the proper email cadence, and follow it.

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Email Cadence Best Practices

1. Set Your Email Marketing Goals
2. Analyze Your Customer Behavior and Align Your Strategy
3. Create a Welcome Email and Set Expectations
4. Segment Your Subscribers for Better Targeting
5. Include a Survey to Get Honest Feedback
6. Find the Balance Between Being Passive and Spammy
7. Monitor Your Email Analytics
8. Send Personalized Offers

1. Set Your Email Marketing Goals

Naturally, the first step of your email marketing strategy is to understand and set the appropriate goals. Examples of these include:

• Increasing website/blog traffic.
• Nurturing leads.
• Driving more sales.
• Building authority and expertise.

Settling on each of these goals will require some thorough planning in order to establish the optimal cadence for your emails. For instance, nurturing leads will most likely call for a higher number of emails to keep those leads interested in becoming your clients.

However, if you are looking to showcase your authority, and establish expertise, you will probably want to send emails only when you have a high-quality article to share.

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2. Analyze Your Customer Behavior and Align Your Strategy

The main thing you need to achieve through your email marketing campaigns is to deliver relevant emails exactly when it matters most to your customers.

A good way to accomplish this is by analyzing the behavior of your audience. Let’s say that someone signs up for a free white paper you have on your website, and gives their contact information in return.

Through gathering the right information, you will know when will be the best time to send them a follow-up email with additional resources, and keep their interest in your company.

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3. Create a Welcome Email and Set Expectations

One of the email cadence best practices is to create a welcome email. In that email, you should let them know how often they should expect to hear from you.

This will set expectations right away, and leave no room for dissatisfaction. What is more, you could allow your subscribers to choose from different options, so that they can set the frequency of emails they will receive from you, according to their preferences.

Here is a great example of this, from Trello:

In their welcome email, they let you know how often you will receive their newsletter, and let you adjust the frequency.

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4. Segment Your Subscribers for Better Targeting

A different approach towards allowing your subscribers decide how regularly to receive emails from you is to segment them, based on interests or location.

You can do this through your email sign-up page by providing multiple options for users, depending on what information they would like to receive. Make sure to mention the frequency, as well. For example, Marketing (Monday and Friday), Business Tips (Thursday).

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5. Include a Survey to Get Honest Feedback

The best way to understand what people think is to ask them. Therefore, there is nothing wrong in creating a survey that straightaway asks your audience whether they like the frequency of received emails from you.

Based on this information, you can decide if you need to increase or decrease the level of outgoing emails.

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6. Find the Balance Between Being Passive and Spammy

As we mentioned in the beginning of this article, spamming your subscribers with emails will get you nowhere. But so will being too passive, which will make you slip out of users minds.

The ultimate goal here is to find the balance between both. Sending enough emails, with valuable resources and information, so that you do not get boring, irritating, or forgotten.

Perhaps the best approach is to create an email marketing calendar that will help you stay consistent with your emails. More so, you should probably communicate with other departments, as well, to ensure that your company is not sending too many emails at a time.

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7. Monitor Your Email Analytics

Analytics mean a lot in the world of digital marketing, and email is no different. Sure, it might sound simple enough, but it is really important to regularly monitor your email analytics, and decipher them to understand what you can improve on.

Look at metrics such as click-through rates, open rates, and unsubscribing rates. They will let you know if your strategy is working, or you need to tweak the cadence.

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8. Send Personalized Offers

Personalization is always a cool way to let your customers know that you care about them, and their individual needs and preferences. So, when you customize your emails to talk specifically to your subscribers, that will definitely boost your engagement.

For example, you can address the recipient by name, and send them some product offers, based on their purchasing history.

Of course, you can also use the opportunity to offer special deals, available only to your newsletter subscribers, or let them know about new products before everyone else.

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In Conclusion

Yes, email cadence is important. That is precisely the reason every marketer ought to strive to better their email engagement. Marketers need to figure out the optimal times and frequency to send their emails.

After all, just like every other marketing field, emails require attention to detail, proper analysis of key metrics, some experimentation, and understanding the behavior and preferences of your audience.

What have you learned about the cadence of emails? Let us know in the comments below.