7 Email Cadence Best Practices for Better Email Marketing Campaigns
Email campaigns are considerably more than just writing some material and pushing send.
Email cadence is a critical component: the pulse, speed, and strategy of a successful email campaign.
In other words, if you can send the correct emails to the right clients at the right time, your email marketing efforts will provide a lot of results.
Let’s get deeper into what an email cadence is and the essential elements of creating a successful one.
The rhythm of an email campaign is referred to as email cadence.
It’s the sequence and timing with which you send emails with information tailored to prospects and customers at different stages of their buyer’s journey.
The efficacy of an email campaign’s tempo can determine its success.
You may miss out on opportunities to help leads through their buyer’s journeys if your cadence is overly invasive, loud, or directionless.
If potential consumers are bothered and bewildered by repeated, unrelated mailings and promotions, they are unlikely to listen to what you have to say.
According to a recent HubSpot Blogs poll of 300 marketers, 95 percent believe their email marketing approach will be effective in 2021. Let’s take a look at where (and when) they’re succeeding.
Here are some statistics to know about frequency:
- Monday, Tuesday, and Wednesday emails receive the most responses.
- Marketing emails sent between 9 a.m. and 12 p.m. on Tuesday receive the biggest response, followed by Monday and Wednesday at the same time.
- The weekend is a low-engagement zone, with the lowest open and click-through rates on Friday, Saturday, and Sunday.
Another Databox survey discovered that 33% of marketers send weekly emails, while 26% send emails “several times each month.” Furthermore, 63% claimed they change their message frequency for less engaged customers.
Of course, some marketers send emails more frequently than once per week, while others send them less frequently. As you’ll see later, determining the “correct” email frequency isn’t a precise science. Instead, it is determined by your company and target audience.
Here are some recommended practices to follow to guarantee that your next campaign’s email cycle is as effective as possible.
Email Cadence Best Practices
- Understand your goals.
- Try to understand each customer’s mindset.
- Personalize when you can.
- Don’t be too shy.
- Don’t be too aggressive.
- Hone in on the right frequency for your business.
- Give your subscribers autonomy.
1. Understand your goals.
What do you expect from your email cadence? You must understand where you want to take your prospects and clients. Do you want to increase traffic to your blog? Increase e-commerce sales? Meetings should be scheduled? Closed transactions?
A buyer is guided from point A to point B by an email cadence. You can’t accomplish that until you know what “point B” is. The approach guiding your cadence will be determined by your end aim. If you’re attempting to boost traffic to your blog, you may lose more subscribers than if you’re attempting to persuade a group of sales leads to schedule demonstrations.
If you’re just sending emails to send emails, your cadence will be aimless and haphazard. Furthermore, you’ll waste a lot of time and money on email marketing that fails.
2. Try to understand each customer’s mindset.
The entire purpose of having an email cadence is to zero in on the message that will resonate the best with a certain consumer at a given point in time. That means one-size-fits-all, “throw everything at everyone” emails aren’t going to cut it. You should provide your receivers with something that is relevant to who they are as customers. This frequently entails determining where they are in their buyer’s journey.
The buyer’s journey describes the steps purchasers take to become aware of, analyze, and finally acquire a new product or service. There are three steps to it: awareness, consideration, and decision.
You can’t expect to target customers at all three phases with the same message and expect it to register with them all at once. Different phases — and degrees of participation within those stages — necessitate different messages.
Furthermore, because of the miracles of automation, this type of plan can be coordinated. Various types of email and marketing automation software enable you to put up the necessary infrastructure to adjust email content and timing to various leads’ behavior and interests.
3. Personalize when you can.
Consider all of the targeted emails you’ve received from businesses over the years.
How many times have you clicked on ones addressed to “valued customer” or “to whom it may concern?” I don’t believe it’s unreasonable to presume the response is “not very frequently.”
Why should your clients be any different?
A good cadence is dependent on your leads opening your emails and continuing through the buyer’s journey.
If you send generic mass-email blasts, cross your fingers, and hope for the best, your prospects may become stuck in buyer’s limbo.
Fortunately, there is a wide range of email software that allows you to tailor your subject lines and email content to specific prospects.
4. Don’t be too shy.
When creating an email cadence, don’t err on the side of “I don’t want to trouble you.” It’s easy to become concerned about losing leads by coming out as annoying or invasive, but you must recognize the distinction between being pushy and professionally persistent.
You’re passing up sales possibilities if you don’t send out emails on a regular basis. Keeping your prospects and customers engaged is an important aspect of email marketing. If a lead only hears from you once every two months, you may become an afterthought.
Email cadences are a question of striking when the iron is hot. You can’t accomplish it if you’re afraid to hit at all.
5. Don’t be too aggressive.
You don’t want to be too passive, but you also don’t want to be too forceful. Say Anything is an old movie from the 1980s. It contains a memorable sequence in which the main character sits outside his love interest’s window and serenades her by blasting “In Your Eyes” by Peter Gabriel from a boombox he’s holding over his head. She swoons, and they ride off into the sunset on a lawnmower (… for some reason).
It’s both romantic and captivating. But if he did it twice a day, every day — playing comparable, anthemic 80’s rock songs in her front yard — she’d be sick of it in no time. He’d have to relocate his lawnmower and Peter Gabriel tapes.
Sending emails too frequently in your cadence is essentially the same thing. If you send out obnoxious daily reminders and advertising, your leads will unsubscribe from your email list.
6. Hone in on the right frequency for your business.
When it comes to email frequency, there is no magic number. It will differ from one firm to the next. It may take some time to gain a sense of how frequently you should send emails.
Examining industry statistics for email frequency might be a good starting point. A popular fashion brand that sends out fresh promos and coupons on a regular basis is unlikely to have the same email frequency as a modest B2B SaaS startup trying to meet with decision-makers.
Email frequency is not a precise science. It will most likely take some trial and error before you find one that best suits both your company’s and your consumers’ needs.
7. Give your subscribers autonomy.
Always allow your subscribers to choose their own email frequency. Giving customers this level of liberty may prevent them from unsubscribing from your mailing list entirely if the frequency of your emails appears to be too much for them. Include a link at the bottom of your emails that allows people to change their email preferences as they see suitable.
Customers don’t always think in terms of absolutes when it comes to email frequency. Even if they are overwhelmed by the volume of emails you are sending them, they may still want to hear from you. Allow them to press the brakes whenever they want. If they don’t have the freedom to do so, they’ll most likely shut you off.
You should constantly prioritize the consumer. Their personal interests trump what you may assume to be your preferred email cadence.
Back to You
Finding your optimum email cadence may take more than one set of automated emails. Still, there are steps you can do to put yourself in the greatest position to locate the one that works best for your company.
Your top concern should always be the interests of your prospects and customers. Understand where they’re coming from, where they stand in terms of purchasing your product or service, and what they might want from you and your company, and tailor your email cadence accordingly.
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