Let’s Talk Email Marketing Cadence

You’re creating a drip campaign and the first thing to narrow down is your messaging and what you want your audience to do in the end. Establish your Call-To-Action and main message overall. Create a nice, clean template for the content and slap on a direct subject line letting your audience know exactly what the purpose of this communication is.

One piece of email marketing that marketers glance over sometimes is the cadence of emails and how important that can be for the success of the email communication results and also for the success of building trust in your brand.

As a brand, hearing from you on a consistent basis builds trust with your audience. However, on the other end of the spectrum, we do not want to inundate our target audience with a ton of emails. Finding a consistent cadence that speaks best to them is important.

Here’s how you can test this out. Try sending different drop campaigns on a 1-week, 2-week, 3-week and 4-week cadence. Compare results of open rates, click throughs and so on. Make sure your content is similar and so are the audience lists. Overtime, you’ll start to see a trend in how your particular audience responds to your brand (because hey, we’re not all the same).

Try using A/B Testing as well through your cadence testing. Again, every audience is going to be different and some will prefer to hear from you more, or less. Be sure to check back on your cadence and re-evaluate as products and services make a shift.

Give it a try, and let me know how you succeed.

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