What does “too often” imply when talking about marketing emails? What if your audience endures just a little and then hits the dreaded unsubscribe button? Welcome to the world of email cadence with a gentle approach to deciding when or how often one should be sending emails to a certain audience, with the shopper not getting annoyed or forgotten. Finding the right balance is a great recipe for good email marketing. Let’s explain straight and well!
What is Email Cadence?
Email cadence refers to the frequency, timing, and order in which emails are sent to any subscribers. It is not merely about saying: “How many emails per week?” It defines a rhythm that is in tune with the recipients’ needs and behaviour. When the cadence is carefully designed, it will create trust, maintain engagement, and encourage open and click through rates. When the cadence is poorly implemented, the risk is that the brand name is just another noise in their inbox.
Why Email Cadence Matters
Getting your email timing right has real benefits:
- Better engagement: People are more likely to open and click your emails if you respect their inbox.
- Stronger brand recall: Consistent but not overwhelming emails help you stay top-of-mind.
- Higher ROI: Email remains one of the highest ROI digital marketing channels when done right.
Finding the best time: How Often Should You Email?
That said, there is no one answer for all, but some general guidelines that derive from industry experience are as follows:
1. Newsletter Emails
Once a week is suggested, it keeps the audience updated without abuse. You may have to really test the fortnightly approach if you deliver subjects more in-depth.
2. Promotional Emails
One or three times per week is fine for most eCommerce or sales-driven brands, but the emphasis should be on value-first. Promote less, educate and entertain more.
3. Drip Campaigns
This is where the prowess of automated email management tools is best demonstrated. A welcome sequence can be stretched 5-7 days, with follow-ups either weekly or triggered by user interaction.
4. Events or Product Launches
3-5 one-week intervals could fit launches or one-week intervals of time-sensitive events, but they should remain temporary, and warnings should be given to the audience.
Key Factors That Influence Email Cadence
Every audience is different. Here are a few factors to consider when planning your cadence:
- User Behavior
Track open rates, click-throughs, and engagement patterns. Are people engaging more on Mondays? Is there a drop after two emails a week? Let your data guide you.
- List Segmentation
Segment your audience based on interest, location, or buying behaviour. Strategically aligned emails sent at relevant intervals feel personal and non-intrusive.
- Content Type
A product update? Once a month. A flash sale? Once a week or even a daily countdown. The type of content should shape your schedule.
- Time Zones
Don’t ignore geography! A well-timed email can make a difference between being read and being ignored.
Tips to Create a Winning Email Cadence Strategy
- Start slow and scale
If one isn’t sure, one email a week should do. It would be well worth it to check the analytics. Then try two emails. Build slowly.
- Do A/B testing.
Subject lines, days, and sending-time intervals. It’ll hit the nail on the head with little misses on an audience’s preferences.
- Bonus: Automate smartly
Your tool should handle reminders, auto-responses, and drip campaigns. Set it up with a cadence once, and never think of it again.
- Let users choose their frequency.
Several companies choose their frequency based on weekly, bi-weekly, or just for offers. This method drastically reduces unsubscribe rates.
- Keep measuring
Your working cadence could stop working next quarter. Measure open rates, click rates, and bounce rates regularly.
Common Mistakes to Avoid
- Sending emails constantly in a short span
This leads to fatigue and unsubscribes.
- No welcome email or intro series
First impressions matter. Set the tone with a friendly intro.
- Ignoring automation
Without automation, it’s tough to manage consistency or scale.
- Lack of clarity in CTAs
If readers don’t know what to do next, your cadence won’t help.
So… How Do You Manage It All?
Creating the perfect email cadence takes time, but it is easy with the right tools. ConnectMore is your answer here. ConnectMore is the best email marketing tool in India, made for businesses that want to stay organised, timely, and impactful. In addition to automated email management, campaign builders, tools to manage reminders, and audience segments, it makes email marketing easy and powerful. If you want to be the ace who chooses the perfect cadence for his email, then ConnectMore is your go-to tool. Try it out, and grow with smart email marketing! Your email cadence is the heartbeat of your brand. Too slow and people forget about you; too fast and people repel from you. When it’s just right, it keeps the target audience engaged and informed and connected. Find your rhythm, test what works, then let ConnectMore go to work for you to make every email count..
