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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