89% of marketers use email as their primary channel to get leads, and for good reasons. Email produces some of the highest ROIs and helps you communicate with prospects.
However, not every sales rep figures out email frequency. They follow email marketing tips only to wonder why they’re not getting results.
Perfecting your email cadence will help you show up to the right people at the right time. You’ll prompt more conversations and increase engagement rates.
We’ll share some strategies to develop your email cadence.
What Is Email Cadence?
When is the best time to follow up with a prospect? Do you send that follow-up email tomorrow or a week from now? Email cadence provides the answers to these questions.
Email cadence refines your email marketing strategy. You won’t forget about prospects, and you won’t email them too early. This post contains more details on email cadence.
Email cadence is a cornerstone piece for any email marketing strategy.
Establish Your Objectives
Your company’s objectives set the bar for email cadence. Getting more video views is different from scheduling appointments.
Brands looking to gain views may send out more emails. It makes sense to send an email upon publishing a new video.
You can nudge prospects to schedule appointments. They don’t have to read long email after long email. Follow-ups simply serve to bump your message to the top of their inbox.
Sending emails for the sake of it serves no purpose. Zero objectives result in a shaky email cadence and questionable implementation.
Think Like Your Customers
Your emails have intended recipients. These customers have different mentalities depending on their stage in the journey.
Some prospects want to buy your services. They will need some follow-up to remind them about what you offer.
Other prospects need more convincing. You need to demonstrate your expertise and why your offer is superior.
Sending the same message to each customer lacks personalization. Your brand should adopt different cadences depending on the customer.
Lean Into the Data
Sending more emails leads to more data. You can see which emails resonated with customers and where people dropped off. Many solutions let you track clickthrough and open rates across your emails.
This data can inform you on email cadence. Drops in open and clickthrough rates reveal flaws in your system. You can push the email closer or further away and analyze the data.
You can test sending daily and weekly emails. Some people will get turned off by daily emails. Others will wonder where you went if you only email once a week.
Experiment with your cadence until you find an optimal email frequency. Use KPIs such as revenue and engagement rates to determine your strategy’s viability.
Strengthen Your Email Cadence
Brands experiment with email cadence to learn what resonates with customers. Reviewing data and applying best practices will accelerate the learning process.
Email cadence is one part of a cohesive email marketing strategy. Want to learn more about email marketing? Continue reading this blog for additional resources and insights.
