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Clickz – Using Cadence to Build B2B Email Engagement

Clickz – Using Cadence to Build B2B Email Engagement




By: Clickz

Need to shake up your B2B email marketing program to get more activity from your readers? Perhaps it’s time to take another tip from your B2C colleagues and change your email schedule to one that better reflects your subscribers’ needs, wants, and situations.

This idea expands the concepts I touched on in my last column (“3 B2C Marketing Tactics to Improve Your B2B Newsletter“). This time, instead of focusing on the newsletter itself, consider changing your email cadence so that your messages reach recipients at more optimal times instead of whenever the schedule says it’s time to broadcast.

Think ‘Cadence,’ Not Just ‘Frequency’
“Cadence” is a significant term among B2C marketers who typically email their lists more frequently than B2B marketers, usually because consumers are ready to buy sooner and more often than businesses.

Cadence often is mistaken for “frequency,” because it considers how often you mail to your database. However, cadence is more customer-centric and aligned with engagement.

In other words, cadence doesn’t ask, “How often should we send?” It rephrases the question: “When should we send the information our subscribers really want to read?”

Mail More Often, but Always With a Purpose
Suppose you email a monthly broadcast newsletter on the first Monday of every month and a weekly press-release digest every Thursday to every file in your email database. That’s a monthly frequency of five messages. That probably fits your office workflow, but it’s not necessarily customer-friendly.

If you aren’t ready to step up your frequency, you could vary the sending date or days to more closely match when your subscribers are likely to act on or need to know your information.

You haven’t increased your frequency; you’ve merely changed the cadence to better suit your subscribers.

However, you also have the opportunity within those five messages to send different content each time, which increases your visibility without stressing the inbox. That’s the other half of the cadence equation.




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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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