In the email marketing world, the focus is often on how to communicate with customers. However, at a time when an estimated 347 billion emails are sent daily, knowing “when” and “how often” to communicate through email is equally important. It is an essential factor that can either establish or ruin a brand’s relationship with its audience. When it comes to creating a winning email strategy, one key factor stands out: email cadence. So, what exactly is an email cadence, and why does it matter so much for your business?
Let’s break it down.
What is Email Cadence?
Email cadence refers to the timing or rhythm of your emails. The key is finding the right mix of email frequency, content, and timing. Consider it as a perfectly adjusted rhythm that matches your audience’s requirements and choices.
Achieve the proper rhythm and you will experience increased open rates, improved customer connections, and enhanced conversions. Get it wrong and it could result in subscribers losing interest, causing them to unsubscribe or view the brand in a negative light.
Read More: Email Marketing: Your Ultimate Guide to Inbox
Prevalent Timings and Frequencies for Email Campaigns
It’s important to note that email cadence isn’t a formula or a number set in stone. Every company is unique, their audience is different, and therefore, they all have a different cadence which works for them.
However, if you are just a beginner you can always pick pages out of people who already have established email marketing strategies and slowly find your ideal sending time and frequencies.
Hubspot surveyed 300 marketers to find the ideal timing for emailers. Here’s what it found:
- Monday, Tuesday, and Wednesday get the high engagement levels.
- Campaigns sent on a Tuesday between 9 AM to 12 PM work the best in terms of engagement.
- Emails dispatched on Friday, Saturday, and Sunday get the least opens and click-throughs.
As for the suitable frequency, a Databox study revealed over 30% of marketers send emails every week while around 25% send multiple emails in a month. But what’s interesting is the fact that 6 out of 10 marketers actively adjust campaign frequencies for disengaged subscribers.
10 Tips for Finding the Right Email Cadence for Your Business
Here are some practical tips and tricks to achieve the perfect email cadence for continued business growth:
1. Know Your Audience’s Preferences
Understanding your audience is the initial step in creating an appropriate email cadence. Do they favor regular updates, or do they lean towards less frequent emails with substantial content? Examining previous interaction data, such as open rates and click-through rates, can provide insight into which frequency best connects with your audience.
2. Segment Your Subscribers
No two subscribers are identical, so why should they be treated in that way? It is more effective to segment your audience before sending them emails. Grouping them based on factors like purchase behavior, engagement level, or demographics allows you to customize your email cadence. This way, you send more frequent emails to active buyers and fewer to casual browsers.
Read More: A Guide To Different Types of Audience Segmentation
3. Start Slow and Ramp Up
If you’re just starting, begin with a conservative email cadence. For instance, send emails once every two weeks and monitor how subscribers react. Gradually increase the frequency if engagement is positive, but be careful not to overwhelm your audience too quickly.
4. Use Automation to Your Advantage
Automated email sequences can do wonders for setting a consistent email cadence. Tools like welcome series or post-purchase follow-ups are great for nurturing leads without bombarding them. Just make sure these automated emails are spaced thoughtfully so they don’t feel intrusive.
5. Pay Attention to the Timing
Timing can play a big role in email effectiveness. Are weekdays or weekends better for your audience? Early morning, lunchtime, or after work? Analyzing when your subscribers are most likely to open emails will help you refine your cadence for maximum impact.
6. Set Expectations from the Start
Notify customers about the offerings they can anticipate upon signing up. This degree of openness helps them feel empowered and lowers the likelihood of them becoming overwhelmed by your emails. Taking a small action can have a significant impact on effectively controlling the frequency of your email communications.
7. A/B Test Different Frequencies
Testing different frequencies will give you data-driven insights into what works best for your business. Try sending weekly emails to one segment and bi-weekly emails to another. Compare the engagement results, then optimize based on what’s driving the most value.
8. Monitor Unsubscribe and Spam Rates
Too many recipients unsubscribing or reporting as spam may indicate that your email schedule is not optimal. If you see these numbers going up, consider reducing how often you share content or reassess the value of your content.
Read More: The Basics of Email Marketing KPIs: What Every Digital Marketer Should Know
9. Consider Seasonality and Campaigns
Adjust your cadence to account for seasonal changes or specific campaigns. During holiday seasons or big sales, your audience may be more receptive to frequent emails. But during slower periods, scale back to avoid overwhelming subscribers.
10. Listen to Feedback
Sometimes, the best insights come directly from your audience. If subscribers are opting out or giving feedback, listen to them. Consider adding a preference manager so subscribers can choose how often they’d like to hear from you.
Final Words
Email cadence is the rhythm of your emails. It is the right balance of frequency and timing. To get it right, it is crucial to know your audience, divide subscribers into segments, and experiment with different frequencies. Moreover, keep an eye on unsubscribe and spam rates, and stay flexible with your cadence based on feedback and seasonal shifts.
A well-calibrated email cadence can transform how your audience engages with your brand. If you’re looking to optimize your approach further, consider our email marketing services at CommerceV3. We’re here to help you create a dynamic email strategy that powers your business growth, all while maintaining a meaningful connection with your customers.