Tips for finding your email cadence
Finding the right email cadence for your business is a process. After all, there is no universal email cadence that works for every brand, every audience, and every situation. In order to find your own email frequency, you may have to conduct some testing and go through a process of trial and error.
However, finding the right frequency that your subscribers prefer makes the process worth it. Check out the email cadence tips below and learn more about best practices for finding the right email cadence for your brand.
Identify your goals
As you try to determine the ideal email cadence for your business, the first thing you want to consider are your goals. What do you hope to accomplish with your email campaigns? Do you want to build or reinforce your brand identity? Make sales? Promote seasonal collections?
Before embarking on any email marketing campaign, it’s essential that you understand what you want to achieve. This allows you to tailor the content and cadence of your marketing emails to your business goals. You can also devote more time and effort to audience segments that you believe closely align with your goals.
If you’re unsure about what you hope to accomplish at the moment, try sitting down and setting some SMART goals. Alternatively, designing a customer journey can be a great way to identify relevant goals. By mapping out the customer journey, you can get a better idea of the touchpoints and milestones you hope to achieve through an email marketing campaign.
Segment your audience
As we said earlier, different people will have different preferences as far as email cadence is concerned. While weekly emails may be ideal for some people, others may feel overwhelmed by this frequency, leading to them hitting the unsubscribe button.
Segmenting your audience allows you to break up your subscriber list into smaller groups that have shared interests, preferences, and behavioral patterns. Utilizing segmentation in your marketing campaign enables you to create subscriber segments and send targeted emails that align with your audience’s preferences. Thus, you may send daily emails to one segment, weekly emails to another, monthly emails to a third, and so on.
Personalize your emails
Take a look at any recent guide to email marketing and you’re bound to see personalization get mentioned. Personalization is the practice of customizing email marketing content so that it speaks specifically to the recipient. This could range from addressing the recipient by name to sending lists of recommended products based on that individual’s purchase history.
By personalizing your marketing emails, you can improve open rates and create a more engaged audience. This, in turn, will likely have an impact on your email cadence, as higher open rates may lead to you sending more frequent emails.
With the right tools, personalizing your marketing emails can be quick and easy. Use Mailchimp’s email marketing software to create email campaigns, segment your audience, personalize emails, and automate your email marketing campaign.
Try our different types of content
Remember that determining the right email cadence for your brand isn’t an exact science. Rather, it’s a process that involves testing, tweaking, and a little experimentation. So, with that being said, don’t be afraid to try out different types of content in your emails and see how your audience responds.
There are many different content types you can try out in your email marketing. Of course, you may want to experiment with the copy, images, and graphics within your emails. However, you can play around with other elements as well. For instance, you might incorporate video, GIFs, or interactive elements into your emails and then analyze how recipients respond.
Test various cadences
If you’re just starting out, it can be difficult to determine where to begin with your email cadence. That’s because if you haven’t run email marketing campaigns in the past, you may not have the data to tell you what email cadence your audience would likely prefer.
In this case, test various email cadences and see which ones garner the best results. Whether you gradually tweak your email cadence over time or conduct A/B testing on your audience, trying out different email cadences can give you a better idea of what your audience prefers.
Let subscribers be in control
One of the best ways to determine email cadence is to give your subscribers the ability to control email preferences and frequency. This gives subscribers the power to express how often they’d like to hear from you. If they’re getting too many messages, they can reduce email frequency; conversely, if they’re not getting enough messages, they can turn up email frequency.
By giving your subscribers the option to set their own email frequency, you provide flexibility and prevent them from unsubscribing to your email list entirely. Also, by letting the customer set their own preferences and sort out email cadence for themselves, you minimize the amount of work you have to do while increasing customer satisfaction.