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Sending too many emails? People tune you out.
Not sending enough? They forget you exist.
The right email cadence keeps your audience engaged without overwhelming them—and it’s different for every business.
Here’s how to find your perfect rhythm without wasting time or money.
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How to get your email marketing cadence right
Let’s break this down into some simple steps.
1. Determine the Optimal Frequency for Your Audience
Begin this process by forgetting the one-size-fits-all approach. Your email frequency should be driven by:
Industry norms: Daily might work for a news site, but a SaaS company might thrive on weekly updates.
Audience expectations: Set clear expectations at signup. If they expect a weekly email, don’t send one every day.
Content availability: Only email when you have something valuable to say. Fluff emails kill engagement fast.
Spend some time with this and set a starting point for your business.
2. Adjust Based on Audience Behavior
Your subscribers will tell you (through their actions) if your cadence is off. Watch for these signals:
High unsubscribe rates? You might be emailing too often.
Low open rates? Either your cadence or your subject lines need work.
Low click-through rates? Your content might not be relevant, or you’re sending too frequently. You also might not have many calls to action in your emails; for some industries, that’s ok.
Solutions:
Create a “high engagement” segment of your audience and test more frequent emails with them. The people who open your email every week might be a segment to whom you can send a second email.
If your email marketing platform allows it, offer email frequency options in your unsubscribe settings (e.g., weekly vs. daily emails).
3. Test to Find the Sweet Spot
The only way to know what works is to test. Try:
A/B testing different send frequencies: Does weekly perform better than bi-weekly? It probably won’t kill your list if you experiment a little.
Measuring engagement trends over time: Look for drops in opens or spikes in unsubscribes. What were you doing with your emails when this occurred?
Surveying your audience: You don’t have to rely on your dashboard stats alone. Ask your readers how often they want to hear from you.
Email marketing isn’t about volume—it’s about consistency and value. The right cadence builds trust and keeps you top-of-mind without being a nuisance. Test and adjust to find the right balance for your business.
What’s your current email frequency?
Reply and let me know—I’d love to hear what’s working for you!
Thanks for reading. See you next week.