Delivering emails at the right time can make a huge difference in customer engagement. But how do you strategize the best scheduling?
Building strong relationships with customers can greatly determine a brand’s identity among the target audience. To achieve this goal, companies often launch email campaigns. Studies indicate that most marketers send around 2-3 emails daily. However, it is unlikely that every email will be read entirely. And that’s why it is important to add an element of personalization.
Creating personalized messages helps prospects related to your brand understand your brand’s expertise. These emails also enable companies to nurture leads and enhance engagement. The impact rate of emails gets further amplified with an effective call-to-action. It should be effective enough to convince them to take the next step outlined in the objective.
There’s another factor that determines the success of email campaigns— cadence. It’s all about timing emails accurately to give the desired results. Zeroing in on email cadence streamlines the scheduling, enabling businesses to send emails at specific touchpoints in the buyer’s journey. Campaign Monitor highlighted that delivering emails as per a consistent cadence, say weekly or bi-weekly, allows brands to experience higher open rates. This is because recipients know when to expect emails, leading to better engagement.
You can perceive email cadence as a component that can determine the outcome of a campaign. Sending the right emails to the right target audience helps you achieve more mileage from your campaign.
Why brands must consider integrating email cadence
Email cadence finds the ideal email delivery times and sending frequency to satisfy the subscribers and maximize engagement. By optimizing email cadence and reaching out to subscribers, brands can run a successful marketing campaign that generates the desired results.
Determining email frequency is possible when you consider factors, such as business goals and what the subscribers prefer. How frequently the target audience wants to receive emails will depend on their preferences. For instance, you can send emails daily to some customers, whereas others may prefer one email every week. After investing the time and effort to build a subscriber list, you don’t want to see that list shrink because of sending too many or too few emails. Finding the best email cadence will build a strong relationship with customers.
Think of email cadence as a roadmap that transports your buyers from point A to B. The ultimate goal is to dictate the best strategy for an email cadence. Being too intrusive or directionless could make you lose opportunities to guide leads along their buyer’s journey. And overwhelming prospective customers with promotions and newsletters may result in a low email open rate.
The time at which brands send emails helps retain existing subscribers. Paying attention to the trends of your subscribers and adjusting your strategy from time to time will play a significant role in your campaign’s performance.
Practices that will take your Email Cadence to the Next Level
Designing different engagement models for your email campaigns will cultivate trust between you and the audience. 60% of subscribers listed the frequency of emails as a major deciding factor to unsubscribe. These steps will pave the way for effective cadence.
Define your Goals
Before designing a cadence plan for your email campaign, brands need to be clear about the goal-setting. Brainstorm with your team and identify what you are trying to accomplish with your email campaign. Is it sales, brand identity, or something else?
By understanding the goals, brands can create an email cadence that will help craft the perfect strategy for cadence. For instance, if you want to get more traffic to the site, you need to plan a cadence that supports this goal. Without a pre-defined goal, your email cadence will become haphazard. And it will seem like emails are being sent aimlessly, without a specific purpose. But once you have a clear target ahead of you, you can tailor the content and cadence of your marketing emails.
Understand your Customers
Email cadence gives your messaging the power to resonate with your customers, which calls for crafting emails that your customers find relevant. And what better way to figure it out than understanding your buyer’s journey? When you look into their purchase history, you know how they evaluate, what they consider, and what makes them arrive at a purchase decision. The content of your message will vary with the stage of a buyer’s journey, which will increase the chances of your customers resonating with your brand.
Personalize your Emails
Your customers will not connect with emails that seem generic. Personalized messages will enable them to resonate with your brand. So, you need to prioritize your customers and design the email layout accordingly. The number of clicks emails receive and how much or how soon prospects move through their buyer’s journey will decide the success of a cadence. Personalization will speak differently to every recipient, and you can accomplish this by making small changes in your approach. It will improve the email open rates, having a positive impact on your cadence.
Find the Right Frequency for Your Brand
There is no hard and fast rule for the frequency of emails. The scheduling will vary depending on your brand and the buyer’s journey. Although it may take some time for you to decide how often you need to send out emails, analyzing averages will give you a good idea. Email frequency is not a science, but you can perfect it after some trial and error before figuring out what works best for you.
Offer flexibility to your Subscribers
Old or new, your subscribers must get the flexibility to set their email frequency. You can include a link at the end of your emails, which allows them to change their preference. But to avoid this, strategize and try not to overwhelm your customers.
Segment Your Audience
One of the best things about email marketing is it enables you to identify different types of audiences. When it comes to cadence, the preference will vary with the audience. While some may like weekly emails, others may feel overwhelmed by this frequency. With segmentation, you can control the cadence and maintain it as per the preference of each segment. Segmenting your audience helps you break the smaller groups having shared interests, preferences, and behavioral patterns. Use segmentation in your email marketing campaigns to send targeted messages that align with individual segments.
Collect Feedback
While working around email cadence campaigns, keep an eye on the results it’s giving you. Are your prospects engaging or taking action? The same goes for customers who have stopped engaging with your brand. Brands ought to continue collecting feedback because there’s always room for improvement.
Perform a test run
Cadence is powerful for structuring your email. But even though it’s a great tool, it is still a framework that requires perfection. And that is possible only after a series of trials and errors.
Wrapping up
Email campaigns offer a great platform to build relationships with your customers. But the timing and relevance are of prime importance. It is detrimental to whether or not your audience wants to continue your subscription. Email cadence helps you strategize the timing and frequency of sending emails at the right time to relevant customers. When you take this route, it improves email open rates and drives conversations with customers. Strategizing the cadence of your campaigns is sure to empower customer engagement along with brand identity.