Summary
Email marketing is one of the most effective ways to reach out to customers, build relationships, and promote your brand. However, it’s not enough to simply send out emails randomly and hope for the best. You need to have a strategic plan in place that takes into account the timing and frequency of your emails, otherwise known as email cadence.
In this article, we’ll explore the email cadence best practices in order to boost both deliverability and engagement.
What is Email Cadence?
Before we dive into the details of how email cadence affects deliverability and engagement, it’s important to first understand what email cadence is.
Email cadence refers to the timing and frequency of your emails. It includes factors such as the day and time you send emails, the number of emails you send per week or month, and the type of content you include in your emails.
The email cadence is like the beat of your email marketing campaign, which keeps your subscribers engaged and interested in your brand. A successful cadence ensures that your emails are sent out at the appropriate time, with relevant content, and to the right audience.
Factors to Consider When Setting Email Cadence
When setting your email cadence, you need to consider several factors to ensure that you effectively reach your target audience.
Your Subscriber Preferences
One of the factors to consider when setting your email cadence is your subscribers' preferences. The best to know exactly what they want is to ask them how often they want to receive emails from you and what type of emails and content they're interested in.
Business Goals
Your business goals will also play a role in determining your email cadence. If you're looking to drive sales, you may want to send more frequent emails with promotional offers. If you're focused on building brand awareness, you may want to send fewer emails with more informative content.
Type of Content
The type of content you include in your emails will also impact your email cadence. For example, if you're sending newsletters with industry news and updates, you may want to send them on a weekly or monthly basis. If you're promoting a time-sensitive sale, you may want to send more frequent emails leading up to the sale.
Why is Email Cadence Important?
To run a successful email marketing campaign, having a well-planned email cadence is critical. By maintaining a consistent email schedule, you can establish trust and credibility with your subscribers while keeping them engaged with your brand. Keep in mind that email providers like Gmail or Yahoo monitor your sending frequency, and a lack of consistency may result in your emails being filtered as spam.
Building strong relationships with your subscribers requires sending consistent and relevant emails that go beyond just making a sale.
With a strong email cadence, you can increase your sales and revenue by staying top-of-mind with your subscribers and providing them with valuable content and promotions.
The Impact of Email Cadence on Deliverability
Now that we’ve covered the basics of email cadence, let’s explore how it impacts deliverability. Deliverability refers to the percentage of emails that actually make it to your subscribers’ inboxes. If your emails aren’t making it to your subscribers, then your email marketing efforts will be ineffective.
Email deliverability is a critical aspect of email marketing, and a solid email cadence can help ensure that your emails are delivered to your subscribers’ inboxes.
The impact of email frequency on email deliverability
One factor that can impact your email deliverability is email frequency. If you’re sending too many emails too frequently, your subscribers may mark your emails as spam or unsubscribe altogether. On the other hand, if you’re not sending enough emails, your subscribers may forget about you or lose interest.
Email cadence has a significant impact on the deliverability of your email marketing campaign. To ensure that your emails reach your subscribers, it is essential to have a solid email cadence.
Email frequency is one factor that can significantly impact email deliverability. If you send too many emails too frequently, your subscribers may become overwhelmed, and some may even mark your emails as spam or unsubscribe. However, if you don’t send a sufficient number of emails, your subscribers may lose interest or forget about your brand altogether.
A well-planned email cadence strikes a balance between frequency and relevance. It considers the subscriber’s expectations and preferences. Segmenting your email list can also improve deliverability by ensuring that your subscribers receive relevant and personalized content.
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How to find the best email cadence?
What’s the goals of your email?
Before selecting an email cadence, define what you want to achieve with your emails. Based on your goals, you can determine your optimum email cadence.
For instance, nurturing leads may require a high email cadence to keep your brand at the top of the lead’s mind while they are interested in buying. But, if you want to build your company authority, it’s better to send emails when you have a high-quality article or news to share.
Once you’ve chosen your goal, determine the number of emails required to achieve it.
What are your customers’ preferences?
The timing and frequency of emails that work for one brand may not work for another. It’s important to find the email cadence that suits your brand’s resources, budget, and subscribers.
Email marketing automation can be used to align email frequency with the behavior of leads or customers. This will ensures that subscribers receive relevant emails when they are most important, regardless of the frequency of email campaigns.
Segment your email list
Segmenting your email list is a crucial step in enhancing the effectiveness of your email marketing strategy.
It involves dividing your subscribers into groups based on their interests, locations, and activity, allowing you to send personalized and relevant emails that cater to each subscriber’s preferences. By doing so, you can increase your email KPI’s such as open rates, click-through rates, and ultimately, your conversion rates.
To start your segmentation, you can offer options for subscribers to choose their preferred topics or interests. For instance, if you’re running a fashion e-commerce store, you could segment your subscribers based on their preferences.
You can also use engagement levels and metrics to identify subscriber behaviors and segment them based on their level of engagement with your emails. For example, subscribers who have opened and clicked through multiple emails are more engaged than those who haven’t opened any.
To ensure the success of your email segmentation, you can use subscriber profiles, purchase-history data, subscriber behavior, and interaction specifics. By analyzing this data, you can gain insights into your subscribers’ preferences and behaviors and deliver more personalized content that resonates with them.
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