Email cadence refers to the schedule, timing, and frequency of your email blasts. It’s important to think about email cadence because it can impact everything from open rates to click-through rates to unsubscribe rates.
There is no one-size-fits-all answer when it comes to determining the best email cadence for your business. However, there are some general guidelines that you can follow to ensure that your emails are well-received by your subscribers.
First, it’s important to make sure that you’re not overwhelming your subscribers with too many emails. A good rule of thumb is to limit yourself to two or three emails per week. Any more than that, and you run the risk of becoming a nuisance.
Second, make sure that your emails are spaced out evenly. If you send too many emails in a short period of time, your subscribers will quickly become overwhelmed. Conversely, if you leave too much time between emails, your subscribers may forget about you entirely.
Finally, pay attention to the timing of your emails. If you’re sending emails late at night or on weekends, chances are good that they’ll get lost in the shuffle.
Email cadence is the fundamental time frame of an email marketing campaign. It’s the timing and order you choose to use to create emails with specific content that is suited to potential customers and prospects at certain moments in their buyer’s journey.
The effectiveness of an email marketing campaign could be determined by the quality of its timing.
If your style is annoying, irritating or unfocused it could cost you on the chance to help leads navigate their buyer’s journeys. If potential buyers feel irritated or confused by a constant stream of ineffective newsletters and offers and newsletters, they’re unlikely to stay around long enough to hear your thoughts. have to say.
Frequency of Email Marketing
In the recent HubSpot Blogs survey of 300 marketers, 95% said that their email marketing strategy as successful in 2021. Let’s look at the places (and what time) they’re achieving results.
In terms of frequencies, below are few facts to be aware of:
- The emails sent on Monday, Tuesday and Wednesday receive the highest engagement.
- Marketing emails that are sent between 9 a.m. until midnight p.m. on Tuesdays get the most attention, followed by Wednesday and Monday simultaneously.
- The weekend is the low-engagement zoneThe days of the week – Friday, Saturday and Sunday are the days with the lowest click-through and open rates.
Another study conducted by Databox discovered that 33 percent of marketers send out weekly emails. In contrast, 26 percent send out emails “multiple times every month.” Additionally 63% of respondents said they change their frequency to less active subscribers.
There are certain marketing companies send out emails more frequently than once per week, however, others only send them once a week. You’ll learn later that the “right” frequency of emails isn’t a precise formula. In reality, it is based on your organization and your audience.
Here are some of the best methods to follow to make sure that your next email campaign is as good as it can be.
Best Practices in Email Cadence
- Learn to understand your objectives.
- Make sure you understand the customer’s mentality.
- Customize your style whenever you are able.
- Don’t be shy.
- Be cautious and don’t be overly aggressive.
- Find the best frequency for your company.
- Give your subscribers autonomy.
1. Learn to understand your objectives.
What do you expect from your email sequence? You must know what you’re trying lead your customers and prospects. Are you trying to increase the traffic to your website? Drive e-commerce sales? Schedule meetings? Close deals?
A cadence of emails directs buyers from A to B. This is not possible when you don’t know exactly what “point B” is. The goal you have in mind will determine the method you use to achieve your goal. In the event that you’re trying accomplish something such as increasing the number of visitors to your website, you may be losing more subscribers than try to entice a set of sales leads to schedule demonstrations.
If you’re sending emails solely for the purpose of sending emails, your pace is likely to be haphazard and unplanned. In addition, you’ll be wasting much energy and time on campaigns that aren’t going anywhere.
2. Make sure you understand the customer’s perspective.
The entire purpose behind having an email schedule is to narrow down the messages that resonate with an individual client at a particular date and time. It’s not a one-size-fits-all approach “throw everything at everyone” unpersonal messages won’t suffice. You must send your recipients something that’s relevant to their identity as a consumer. This usually means knowing the stage of their journey as a buyer.
The buyer’s journey describes the process customers go through to be aware of their options, consider, and eventually decide whether to buy a new service or product. It is divided into three phases of awareness, consideration, and the final decision.
You shouldn’t be able to target customers in the three phases with similar messages, and be able to instantly register with buyers across all three stages. Different stages — and levels of engagement within those stages need different messages.
In addition, thanks to the power of automation, the coordination of this type of plan is feasible. Many types of marketing automation and email software can help you create the right infrastructure to customize the content of emails and their timing to match various leads’ behaviors and preferences.
3. Customize your style whenever you want to.
Consider every targeted email that companies have sent to you over the time. Are you inclined to open emails sent to “valued customer”” or “to who it might concern?” I don’t think it’s unreasonable to conclude that you’re “not frequently.”
Why should your clients be any different? A successful cadence depends on leads clicking through your emails and moving through the buyer’s journey. If you’re sending unpersonal mass-email blasts, crossing your hands in hopes for the best results, you leads could end up in the limbo of a buyer.
There’s a wide range of email programs that allow users to personalize their email subject lines and content to target certain prospects.
4. Don’t be shy.
If you’re planning an email sequence You shouldn’t be too much to either side “I do not want to bother you.” It’s easy for people to be anxious about losing leads, and come out as rude or inconsiderate However, the truth is that you have to understand there’s a distinction between being aggressive and being professional.
You’re missing sales opportunities if your company isn’t constantly sending out emails. One of the most important aspects of marketing via email is keeping your leads and customers interested. It is possible to become a distant thought in the event that a lead is only receiving emails from your company twice a month.
Email cadences are the result of carefully striking when the iron is hot. It’s not possible to do this when you’re not willing to strike in any way.
5. Do not be too aggressive.
While you shouldn’t be inactive, you shouldn’t be tempted to appear aggressive. There’s a film that was released in the 80’s titled Say Anything. It’s a classic scene in which the main character is standing outside his lover’s window and sings to her playing a tune known as “In Your Eyes” by Peter Gabriel from a boombox which he’s balancing over his head. She falls in love with it and then they go out into the sunset riding a lawnmowers ( … because of reasons).
It’s romantic and enticing. However, if he were to do it twice a day, each day, playing the same, catchy 80’s rock tracks on her front lawnshe’d get bored very quickly. It would have to take his lawnmower and Peter Gabriel cassettes somewhere else.
This is what sending emails frequently within your schedule is similar to. If your customers receive intrusive regular reminders, promotions and daily emails of yours, they’ll be unsubscribed from your email list.
6. Find the best frequency for your company.
There’s no standard in terms of email frequency. It’s likely to differ between businesses. It could take a while to establish the proper feeling of the frequency you should send emails.
Examining the industry’s averages for email frequency is an ideal starting point. A fashion company that is known for regularly sends out offers and coupons likely isn’t likely to experience the same amount of email as a mid-sized B2B SaaS business looking to schedule meetings with the decision makers.
The frequency of emails isn’t a precise science. It’s likely to require some trial and error before you discover the one that is most suitable for your business as well as your the interests of your customers.
7. Give your subscribers autonomy.
Give your subscribers the choice of deciding their individual frequency of emails. By giving them this type of control can prevent them from removing themselves from your mailing list in the event that your frequency of emails seems an excessive amount for your subscribers. Include a that allows them to change their preferences in email in the manner they prefer after the conclusion of each email.
Customers aren’t always able to judge the frequency of email in absolute terms. Although they may be overwhelmed with the number of emails you’re delivering them, they might like to hear from you. Let them push the brakes. If they’re not able to do this they’ll likely cut off your access to the highway.
Always put the client first. Their interests are paramount over what you believe to be the best email format.
Return to You
The perfect email sequence could not be achieved with the first batch of automatized emails. There are some steps you can do to ensure that you are in a position to determine the best one for your company.
Your primary focus should be your customers and prospects’ needs. Be aware of the of their interest what they’re looking for in terms of purchasing products or services and what they may want from you and your company and tailor your email content to that.