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DMA- Setting your email frequency and cadence

DMA- Setting your email frequency and cadence

DMA - Setting your email frequency and cadence


I’ve been hearing the phrase email cadence a lot lately and its sometimes been confused with frequency. So let’s look at how frequency and cadence differ and how to set them.


If you’ve not heard a traditional UK phone ring it sounds like this

That’s a rhythmic pattern of 0.4s ring, 0.2s silence, 0.4s ring, 2s silence, which then repeats.

The cadence is the rhythmic repeating pattern and the frequency is how often it repeats. In this case the frequency is once every 3 seconds.

What does this mean in terms of email marketing?

Often there are several independent streams of email activity running concurrently and these different streams beat together to form the cadence.

Take a scenario of an offers email being sent every Monday, Wednesday and Friday, a newsletter email on the second Thursday in the month and a tips email every Tuesday, then the individual frequencies are monthly for the newsletter and weekly for the tips. The timeline for all activity is shown below (offers in blue, tips in red and newsletter green bars).

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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
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