there‘This is much more for email campaigns than making a few copies and pressing send.
One of the most important components is the cadence of the email: the pulse, pace and plan of a successful email campaign. In other words, if you can send the right email at the right time to the right customers, you can gain a lot of mileage from your email marketing efforts.
Let go‘s delve into what email cadence is, and set out the basic principles of structuring a successful one.
Email cadence is basically the rhythm of an email campaign. That‘with the order and time you use to strategically send emails with content that is particularly relevant to potential customers and customers at specific points along the path of their customer.
The success of an email campaign may depend on the effectiveness of its cadence.
If your cadence is too intrusive, uncomfortable or undisguised, you may lose opportunities to lead potential customers through their customers‘ travels. If potential customers are harassed or confused by constant, irrelevant newsletters and promotions, they probably won’t be left to hear what you have to say.
Frequency of email marketing
In a recent HubSpot Blogs survey of 300 marketers, as many as 95% reported that their email marketing strategy was effective in 2021. Let’s see where (and when) they succeed.
When it comes to frequency, you need to know some statistics:
- Emails sent on Monday, Tuesday and Wednesday are the most interesting.
- Marketing emails sent on Tuesdays from 9 a.m. to noon gain the most engagement, followed by Mondays and Wednesdays at the same time.
- The weekend is a dead zone for collaboration – Friday, Saturday and Sunday have the lowest openness and clicks ratio.
another Databox study found that 33% of marketers send emails weekly, while 26% send emails “multiple times a month”. In addition, 63% answered that they adjust their sending frequency for less engaged subscribers.
Of course, some marketers send emails more than once a week, others less. Like you‘I’ll see later, the “real” frequency of email isn’t an exact formula. Instead, it depends on your company and audience.
Here are some best practices you can use to secure your next campaign‘email cadence is the best it can be.
Best Practices Email Cadence
- Understand your goals.
- Try to understand the mindset of each client.
- Adjust when you can.
- Don’t be too shy.
- Don’t be too aggressive.
- Make the right frequency for your business.
- Give your subscribers autonomy.
1. Understand your goals.
What do you want from your email? You need to understand where you are trying to lead your potential customers and clients. Want to improve traffic to your blog? Promote e-commerce sales? Schedule appointments? Complete bids?
Email cadence guides customers from point A to point B. You can‘Do this if you have no idea what “point B” is. Your ultimate goal will dictate the strategy for your cadence. If you‘If you’re trying to do something like increase traffic to your blog, you could lose more subscribers than you would if you were trying to persuade a group of sales leads to plan presentations.
If you‘if you send an email just for the sake of sending an email, your cadence will be pointless and random. Besides you‘I’m going to waste a lot of time and resources on email campaigns that are going nowhere.
2. Try to understand the mindset of each client.
The essence of the cadence of e-mail is to perfect yourself in the messages that will resonate most with a particular customer at a given moment. That means one size fits all, “throw it all at everyone”, non-personal emails have won‘t cut it off. You need to send your recipients something important about who they are as a customer. This often means understanding where they are customer travel.
Buyer‘Travel is a process that customers go through to become aware of, evaluate, and ultimately decide to purchase a new product or service. That‘it is divided into three stages: awareness, reflection, and decision.
You can‘I don’t expect you to target customers in all three phases with the same message and register with them right away. Different levels – and levels of engagement within those levels – require different messages.
In addition, through miracles automation, coordination of such a strategy is possible. Several types of email automation and marketing software allow you to set up the appropriate infrastructure to customize email content and timing to suit the behavior and interests of different potential customers.
3. Adjust when you can.
Think about all the targeted emails companies have sent you over the years. How inclined were you to click on those addressed to “valued customers” or “who could be affected?” I do not think so‘It is unheard of to assume that the answer is “not often.”
Why would your customers be different? Successful cadence depends on your potential customers clicking on your emails and progressing through their customer‘with travel. If you‘if you send impersonal mass emails, cross your fists and hope for the best, your options may be suspended by the customer‘with limbo.
Fortunately there‘is a variety of email software that allows you to customize your subject matter and email content to cater to specific leads.
4. Don’t be too shy.
When planning an email cadence, you shouldn’t‘Don’t get me wrong on the “I don’t want to bother you” page. That‘Concerns about losing potential customers are easy if you find yourself uncomfortable or intrusive, but you need to understand this‘is the difference between violent and professionally persistent.
You miss sales opportunities if you don’t send emails consistently. A big part of email marketing is maintaining the engagement of your potential customers and clients. If a potential customer receives an email from you only once every two months, it can become a time consuming thought.
Email cadences are a strategically striking thing while iron‘it’s hot You can‘don’t do this if you‘too reluctant to strike at all.
5. Don’t be too aggressive.
Although you should‘don’t be too passive, don’t want to be too aggressive. there‘s a film from the 80s is called Say anything. He has an iconic scene where the main character stands outside of his love interest‘windows and serenades her by burning Peter Gabriel’s song titled “In Your Eyes” from the boombox he‘hold over your head. He swings over it and together they drive towards the sunset on the mower (… for some reason).
That‘is romantic and compelling. But if he did it twice a day, every day – he played similar, anthems of 80s rock songs on her lawn – she‘it would pass him by rather quickly. he‘d had to take his mower and Peter Gabriel cassettes elsewhere.
That‘basically this is how too often sending emails is in your cadence. If your potential customers receive intrusive, daily reminders and promotions from you, they will‘I will unsubscribe from your mailing list.
6. Make the right frequency for your business.
there‘it’s not a magic number when it comes to email frequency. That‘it will vary from company to company. It may take a while for you to get a real sense of how often you should send your emails.
Studying your industry average for email frequency can be a good start. An important fashion brand that regularly sends out new promotions and coupons is probably not‘It will have the same email frequency as the medium-sized B2B SaaS company, which wants to schedule meetings with decision makers.
E-mail frequency etc.‘t exact science. That‘You will probably need some trial and error before you find the one that best suits your business and customers‘ interests.
7. Give your subscribers autonomy.
Always give your subscribers the ability to control their own email frequency. By giving them this kind of autonomy, you can prevent them from permanently unsubscribing from your mailing list if they find your email frequency too high. Include a link at the end of your emails to allow them to update their email settings as they see fit.
No customers‘Don’t always approach email frequency absolutely. Even if they are‘you are overwhelmed by how many emails you have‘if you send them, they may still want to hear from you. Give them the freedom to brake. If not‘they have no flexibility for it, they do‘I’ll probably just interrupt you.
You must always put the customer first. Their personal interests take precedence over what you might consider your favorite cadence email.
Back to you
Finding your ideal email cadence may not happen with your first batch of automated emails. Nevertheless, you can take certain steps to put yourself in the best position and find the one that works best for your business.
Your top priority should always be your options and customers‘ interests. Try to understand where they come from, where they stand in terms of buying your product or service, and what they might want from you and your business, and take care of your email.