7 Email Cadence Best Practices for Better Email Marketing Campaigns


ThereIt’s much more about email campaigns than just writing a copy and clicking send.

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

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To leaves delves into what an e-mail cadence is and sets out the basic principles for structuring a successful one.

The success of an email campaign can depend on the effectiveness of your cadence.

If your cadence is too intrusive, nasty, or pointless, you may miss out on opportunities to guide potential customers through your buyers. travel. If potential customers are bothered or confused by constant and irrelevant newsletters and promotions, they probably won’t stay to hear what you have to say.

Frequency of email marketing

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

Email frequency

In terms of frequency, here are some stats to know:

  • Emails sent on Monday, Tuesday and Wednesday have the maximum involvement.
  • The marketing emails sent from 9:00 to 12:00 on Tuesday are the most involved, followed by Monday and Wednesday at the same time.
  • Weekend is a dead end for participation: Friday, Saturday and Sunday have the lowest opening and click-through rates.

Another Databox study found that 33% of marketers send emails weekly, while 26% send emails “multiple times a month.” In addition, 63% said they adjusted their submission frequency for less committed subscribers.

Of course, some marketers send emails more than once a week, while others send fewer. Like youWe’ll see later, the “correct” email frequency is not an exact formula. Instead, it depends on your business and audience.

Here are some of the best practices to use to ensure your next campaignThe cadence of the email is the best it can be.

1. Understand your goals.

What do you want from your email? You need to understand where you are trying to target your potential customers and clients. Looking to improve traffic to your blog? Boost Ecommerce Sales? Schedule meetings? Close offers?

An email cadence guides buyers from point A to point B. You can do thisDon’t do it if you have no idea what the “B-spot” is. Your ultimate goal will dictate the strategy behind your cadence. If youIf you try to do something like increase traffic to your blog, you may lose more subscribers than you would if you tried to attract a group of leads to schedule demonstrations.

If youIf you send emails just to send emails, your cadence will be aimless and random. Plus, youI will waste a lot of time and resources on unsolicited email campaigns.

2. Try to understand the mindset of each client.

The goal of having an email cadence is to perfect yourself in the messages that resonate most with a specific customer at a given time. That means one size fits all, “throw it all away”, win impersonal emailsdon’t cut it. You need to send something relevant to your recipients as a customer. This often means understanding where they are on their buyer’s journey.

The buyerTravel is the process that shoppers go through to become aware, evaluate, and finally decide to buy a new product or service. ThatIt is divided into three stages: Consciousness, Consideration and Decision.

You canDon’t expect to target buyers in all three stages with the same message and be immediately registered with them in every way. The different stages, and the levels of participation within these stages, justify different messages.

In addition, through the wonders of automation, it is possible to coordinate this type of strategy. Various types of marketing and email automation software allow you to set up the right infrastructure to tailor the content and timing of your email to suit the behavior and interests of different leads.

3. Customize when you can.

Think of all the targeted emails that companies have sent you over the years. What inclination did you have to click through to “valued customer” or “who might be interested?” I do not think soIt is outrageous to assume that the answer is “not often.”

Why would your customers be different? Successful cadence depends on potential customers clicking on your emails and progressing through their buyertrip s. If youIf you send massive impersonal emails, cross your fingers and expect the best, your potential customers may be suspended from the buyer.s limbo.

Luckily, therea variety of email software that allows you to customize subject lines and email content to serve specific leads.

4. Don’t be too shy.

When planning an email cadence, you should do soI get too wrong on the “I don’t want to bother you” side. ThatIt’s easy to get anxious about missing out on opportunities that seem unpleasant or intrusive, but you have to understand that.a difference between being insistent and professionally persistent.

You’re missing out on sales opportunities if you don’t send emails constantly. A big part of email marketing is keeping your leads and customers engaged. You might become a later idea if a potential customer only receives an email from you once every two months.

Email cadences are a matter of strategically hitting while ironingit’s hot. You canyou don’t do it if you doyou are too reluctant to attack.

5. Don’t be too aggressive.

Although you shouldDon’t be too passive, don’t want to be too aggressive. There‘s an 80’s movie called Say Anything. It has an iconic scene where the main character is out of his love interests window and serenades him by playing a song called “In Your Eyes” by Peter Gabriel from a boombox thathe grabs himself over his head. She faints, and they go to the sunset together with a lawn mower (… for some reason).

Thatit is romantic and compelling. But if she did it twice a day, every day, playing similar songs and 80s rock anthems on her front lawn, sheOvercome it pretty quickly. HeI have to take his lawn mower and Peter Gabriel cassettes to another location.

ThatIt’s basically like sending emails too often on your own. If your potential customers receive annoying reminders and daily promotions from you, they willI will unsubscribe from your mailing list.

6. Deepen in the right frequency for your business.

ThereThere is no magic number in terms of email frequency. Thatwill vary from company to company. It may take some time to get a good idea of ​​how often you should send your emails.

Studying industry averages for email frequency can provide a solid place to start. A prominent fashion brand that regularly ships new promotions and coupons is probably notYou will have the same email frequency as a medium-sized B2B SaaS company that wants to set up meetings with decision makers.

Email frequency is nott an exact science. ThatYou’ll probably need trial and error before you can find one that works best for both your business and your customers. interests.

7. Give autonomy to your subscribers.

Always give your subscribers the option to control their own email frequency. Giving them this kind of autonomy can prevent them from unsubscribing directly from your mailing list directly if your email frequency seems a little too high. Include a link to allow them to update their email preferences as they see fit at the end of your emails.

Customers do notIt doesn’t always come close to email frequencies at all. Although themyou are overwhelmed by the amount of emails you haveyou are sending them, they may still want to listen to you. Give them the freedom to pump the brakes. If they doI don’t have the flexibility to do that, themProbably and tallaré.

You should always put the customer first. Your personal interests take precedence over what you might think is your preferred email rate.

Back to you

Finding your ideal email cadence may not be the case with your first series of automated emails. However, there are certain actions you can take to put yourself in the best position to find the one that works best for your business.

Your top priority should always be your potential customers and clients interests. Try to understand where they come from, where they are when it comes to buying your product or service, and what they may want from you and your business, and keep track of your email rate.

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