Get Your Cadence Right

In order to even get your emails read, you also need to make sure you get the cadence right. The tips shared in this post build on the tips we’ve shared about:

First, don’t overdo it!

Based on your target buyer, your promotion, your industry, and other components, you need to find the right mix of messages to send and how often. Odds are, people don’t want to wake up to one of your emails every morning. If you see a spike in unsubscribe rates, you may be sending too many emails.

Space them out to allow them to digest and react.

Select the date and time you want someone to receive your first message. If you bypass this step and they get added to a marketing campaign at 1:00 a.m. on a Saturday night, that could trigger the first message.

You need to know your buyers and when they typically open and engage with your emails. Your B2B marketers open rates are typically the highest in the mid-morning on Tuesday, Wednesday, and Thursday, but you need to also consider factors like the cadence if they will be receiving multiple emails over a shorter period.

Consider tracking and using send features that include your time zones. If you are on the east coast and have customers on the west coast or internationally, consider when they will get this email. Sending it at 9:00 a.m. your time doesn’t work for all your leads and prospects.

Like with A/B testing, you want to make sure your messages are going out on the dates and times that are optimal to not only be opened but have engagement and action.

In 2015, an overwhelming 68% of digital marketers rated the ability to test new campaigns as having the greatest impact on their email marketing efforts (Direct Marketing Association, 2015).

The world is moving faster than ever, and buyers have so much more information these days that marketers have to rely on testing to ensure they stay ahead of the curve.


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