Clickz – Using Cadence to Build B2B Email Engagement
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.
Want to check out the who’s who and what’s what of email marketing?
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