What is Email Cadence? What Marketers Should Know + Best Practices

There‘s much more to email campaigns than drafting up some copy and hitting send.

One of the most crucial components is email cadence: the pulse, pace, and playbook of a successful email campaign. In other words, if you can get the right emails to the right customers at the right time, you can get a lot of mileage out of your email marketing efforts.

Let‘s take a deeper dive into what an email cadence is and establish the fundamental principles of structuring a successful one.

The success of an email campaign can hinge upon the effectiveness of its cadence.

If your cadence is too intrusive, obnoxious, or directionless, you can lose out on opportunities to guide leads through their buyers‘ journeys.

If potential customers feel pestered or confused by constant, irrelevant newsletters and promotions, they probably won’t stick around to hear what you have to say.

Email Marketing Frequency

In a recent HubSpot Blogs survey of 300 marketers, a whopping 95% reported their email marketing strategy was effective in 2021. Let’s take a look at where (and when) they’re finding success.

When it comes to frequency, here are a few stats to know:

Emails sent on Monday, Tuesday, and Wednesday get the most engagement.
Marketing emails sent from 9 a.m. to 12 p.m. on Tuesday garner the most engagement, followed by Monday and Wednesday at the same time.
The weekend is a dead zone for engagement — Friday, Saturday, and Sunday have the lowest open and click-through rates.

Another study by Databox found that 33% of marketers send weekly emails, while 26% send emails “multiple times per month.” In addition, 63% said they adjust their send frequency for less engaged subscribers.

Of course, some marketers send emails more than once a week, while others send less. As you‘ll see later, the “right” email frequency is not an exact formula. Instead, it depends on your business and audience.

Here are some examples and best practices to employ to ensure your next campaign‘s email cadence is the best it can be.

Email Cadence Examples

One example of email cadence is curating the timing of your emails to appeal to a specific demographic. For instance, let’s say you run a sunglasses company and want to appeal to a target demographic of 18- to 25-year-olds via an email campaign.

Your research indicates that consumers in your target demographic most often check their emails early in the morning, between 6 a.m. and 9 a.m. As a result, you send your emails at 5:45 a.m., so they’re among the first your consumers see when they check their inboxes.

Another example is curating the frequency of your emails to a target demographic. Let’s say you want your sunglasses company to appeal to consumers who are ages 55 and above.

Your consumer research shows that buyers …read more

Source:: HubSpot Blog