[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-email-cadence":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",50053,{"id":24,"name":25},"author-0301142015","Canto","2020-10-15T01:04:50","2026-01-07T12:31:47","Email cadence: How to find your email marketing stride","email-cadence","Email cadence made easy (with examples)","Are you emailing customers too much, or not enough? We’ll show you how to pick an email cadence that’s right for you. ","Email marketing guides your customers on a journey of discovery. But for campaigns to work, you need to pace things right. If you email contacts too frequently, they’ll unsubscribe. If you don’t email them enough, a competitor will beat you to the sale. And if you send great content at the wrong time, it’ll languish […]","Email marketing guides your customers on a journey of discovery. But for campaigns to work, you need to pace things...","\u003Cp class=\"wp-block-paragraph\">Email marketing guides your customers on a journey of discovery. But for campaigns to work, you need to pace things right.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you email contacts too frequently, they’ll unsubscribe. If you don’t email them enough, a competitor will beat you to the sale. And if you send great content at the wrong time, it’ll languish unread.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In this overview, we’ll show you how to choose an email cadence that will hold your customers’ attention every step of the way.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-email-cadence\">What is email cadence?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Email cadence refers to how emails are spaced out over a campaign. One component is \u003Cstrong>frequency\u003C\u002Fstrong> (not sending too many emails or too few). Another is \u003Cstrong>strategic timing\u003C\u002Fstrong> (sending content at the right time). A well-designed cadence will improve conversions without risking too many unsubscribes.\u003C\u002Fp>\u003C\u002Fcto-card>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--does-cadence-mean-what-you-think-it-means\">Does cadence mean what you think it means?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">People often assume ‘cadence’ means sending emails at regular intervals – daily, weekly or monthly. After all, that’s how we talk about cadence when scheduling meetings and other recurring events. In email marketing, however, cadence is more about strategic patterns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In many cases, that actually means varying times between emails.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think of a company selling tax preparation software. They might go quiet much of the year and ramp up their email marketing as tax season approaches.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In essence, \u003Ca href=\"https:\u002F\u002Fwww.merriam-webster.com\u002Fdictionary\u002Fcadence\" target=\"_blank\" rel=\"noopener\">cadence\u003C\u002Fa> means rhythm or flow – like the rise and fall of someone’s voice, or a runner’s feet hitting the ground. Serious runners pay attention to their cadence and how it affects their performance.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"415\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190623\u002Femail-cadence-running.jpg\" alt=\"Man running in a city.\" class=\"wp-image-50065\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190623\u002Femail-cadence-running.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190623\u002Femail-cadence-running-450x311.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Like running cadence, email cadence is about finding the most efficient stride to meet your goals. However, unlike running, the ‘steps’ of an email campaign don’t have to be spaced uniformly – just strategically.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Essentially, email cadence is about having a plan and scheduling emails in a way that makes sense for your marketing goals and customer experience.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--how-to-pick-the-right-cadence\">How to pick the right cadence\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">So what is the right cadence? As with many things in email marketing, it depends. Different industries, products and campaign types lend themselves to different cadences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With all those variables, settling into the right cadence can take some trial and error. Still, you should be able to get pretty close on your first try.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"326\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190625\u002Femail-cadence-estimate.jpg\" alt=\"Illustration depicting one email in a cadence series.\" class=\"wp-image-50058\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190625\u002Femail-cadence-estimate.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190625\u002Femail-cadence-estimate-450x245.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Start with the objective of your campaign. What do you want the recipient to get out of it? Think about what type of emails you’ll send to get them there. Consider your goals, but also the customers’ point of view. What content do they need to see first? How busy are they? What time constraints are they working under?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Let’s look at how this approach might play out in three scenarios:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"KL-3\">1. Nurturing leads during a free trial\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Knowing exactly where someone is in your marketing funnel makes it easier to pick the right email cadence. Let’s say you offer a \u003Ca href=\"\u002Fsignup\u002F\">free trial\u003C\u002Fa> for \u003Ca href=\"\u002Fdigital-asset-management\u002F\">digital asset management\u003C\u002Fa> software – something we happen to know a bit about. When a customer starts the trial, it triggers a series of emails to keep them engaged.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"594\" height=\"457\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190623\u002Femail-cadence-free-trial.png\" alt=\"Screenshot of Free Trial Email.\" class=\"wp-image-50064\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190623\u002Femail-cadence-free-trial.png 594w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190623\u002Femail-cadence-free-trial-450x346.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Objective\u003C\u002Fstrong>\u003Cbr \u002F>You want the customer to have a good experience with their free trial, so they buy a subscription when it ends.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Cadence strategy\u003C\u002Fstrong>\u003Cbr \u002F>This is a two-week trial, so time is of the essence. And anyone who’s gotten this far in the process is probably open to learning more. You can email them pretty frequently – certainly a few times a week.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Start things off with an introductory tutorial, so the user can hit the ground running. Then follow up every few days with emails highlighting your most popular features. Remind the customer when the trial’s about to end. Once it does, point them to their purchasing options.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Keeping customers engaged after a purchase\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Cadences can also be triggered by a customer buying a specific product, especially a product with a replacement cycle. Sticking with our theme, let’s say it’s running shoes. You’ve sold the shoes, and you’ve got the customer’s email address. Now what?\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"541\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190624\u002Femail-cadence-shoes.jpg\" alt=\"Marketing emails for running shoes.\" class=\"wp-image-50062\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190624\u002Femail-cadence-shoes.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190624\u002Femail-cadence-shoes-450x406.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Objective\u003C\u002Fstrong>\u003Cbr \u002F>You want them to buy their next pair of running shoes from you too.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Cadence strategy\u003C\u002Fstrong>\u003Cbr \u002F>Avid runners replace their shoes every 3-6 months. Until then, keep the customer engaged by sending emails featuring informational running content. These emails should be fairly infrequent. You don’t want to bury customers in content and cause them to unsubscribe. When the time is right, ramp up the shoe-specific marketing.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Find a sustainable cadence for steady demand\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">What if you’re marketing a product people buy all the time? Products like fashion or food and beverage require an email cadence that’ll go the distance.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"606\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190624\u002Femail-cadence-seasonal.jpg\" alt=\"Halloween email from Modcloth and Christmas email from Starbucks.\" class=\"wp-image-50061\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190624\u002Femail-cadence-seasonal.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190624\u002Femail-cadence-seasonal-446x450.jpg 446w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Objective\u003C\u002Fstrong>\u003Cbr \u002F>Keep your brand at the top of customers’ minds and cultivate positive \u003Ca href=\"\u002Fblog\u002Fbrand-association\u002F\">brand association\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Cadence strategy\u003C\u002Fstrong>\u003Cbr \u002F>You’re contacting customers all year, so you need to figure out exactly how much email marketing they’re willing to tolerate over a long period of time. Compared to the examples above, you’ll need to experiment a bit more to find that sweet spot – more on that below.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In terms of content, variety is the name of the game. You don’t want customers to get bored. Designing emails around changing seasons and holidays is a classic way to keep things fresh and relevant.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--fine-tuning-your-email-cadence\">Fine-tuning your email cadence\u003C\u002Fh2>\u003Ch3 class=\"wp-block-heading\">How do you know if you’re getting it right?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">First and foremost, let your email analytics tools be your guide.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If a faster cadence causes a boost in click-throughs, you’re going in the right direction. If you see fewer clicks and an onslaught of unsubscribes, go back to the drawing board.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"632\" height=\"392\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190626\u002Femail-cadence-analytics.jpg\" alt=\"Laptop showing email analytics insights.\" class=\"wp-image-50056\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190626\u002Femail-cadence-analytics.jpg 632w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190626\u002Femail-cadence-analytics-450x279.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">What if you’re seeing more engagement and more unsubscribes? Finding the right cadence is often a balancing act. In some cases, losing a small number of subscribers is worth it to get more conversions out of those who remain. But every situation is different – tread lightly.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Email analytics tip\u003C\u002Fstrong>: Don’t forget to compare \u003Cem>total\u003C\u002Fem> open and click-through rates for a campaign. Emailing customers more frequently might mean fewer clicks and opens per email, but more overall.\u003C\u002Fp>\u003C\u002Fcto-card>\u003Ch3 class=\"wp-block-heading\">Can you A\u002FB test cadences?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A\u002FB testing is one of the best ways to take the guesswork out of email marketing. But unlike pitting two subject lines against each other, A\u002FB testing cadences takes some time. It also won’t work for every campaign, especially if you’re already working with an intricately segmented mailing list.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you regularly send campaigns to a large group of people, A\u002FB testing can provide some valuable insight. Create two different cadences, split your list and see which cadence comes out on top. The next time you design a similar campaign, you’ll have real-life data to draw on.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Listen to your customers\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"228\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190622\u002Femail-cadence-tweet.png\" alt=\"Tweet complaining about too many LinkedIn emails.\" class=\"wp-image-50066\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190622\u002Femail-cadence-tweet.png 700w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190622\u002Femail-cadence-tweet-450x147.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Don’t focus so much on email marketing performance that you lose sight of your brand’s reputation. Keep an eye on social media mentions and complaints coming in to your support desk. A handful of disgruntled customers is probably fine if your campaigns are performing well overall. But if that handful turns into an onslaught of complaints, you’ll want to consider a lighter touch.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Even tech giant LinkedIn had to cut back when their brand became synonymous with an overly \u003Ca href=\"https:\u002F\u002Fwww.nytimes.com\u002F2015\u002F07\u002F29\u002Fbusiness\u002Flinkedin-notorious-for-sending-too-many-emails-cuts-back.html\" target=\"_blank\" rel=\"noopener\">aggressive email cadence\u003C\u002Fa>. The bump in engagement from some users wasn’t worth the hit their brand’s reputation was taking. Smaller brands in more competitive industries have to be even more careful to strike the right balance.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--personalizing-email-cadences\">Personalizing email cadences\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">People have vastly different preferences when it comes to email marketing. In one \u003Ca href=\"https:\u002F\u002Fwww.marketingsherpa.com\u002Farticle\u002Fchart\u002Fhow-customers-want-promo-emails\" target=\"_blank\" rel=\"noopener\">survey\u003C\u002Fa>, 31% of people said they’d want to get promotional emails about once a week. Another 30% said monthly to never was the best cadence. 15% said they’d be happy to get promotional emails every day.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"326\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190624\u002Femail-cadence-preferences.jpg\" alt=\"Customers with different cadence preferences.\" class=\"wp-image-50060\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190624\u002Femail-cadence-preferences.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190624\u002Femail-cadence-preferences-450x245.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">With that kind of discrepancy, it’s impossible to make everyone happy. But there are a few things you can do to get closer to more customers’ ideal cadence.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Consider cadence in your segmentation strategy\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Femail-segmentation\u002F\">Email segmentation\u003C\u002Fa> is a great way to bulk-tailor marketing emails to different preferences. As you consider how to market to each segment, think about cadence as well as content.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Old leads that fizzled out years ago won’t want to hear from you every week. But you could reach out a few times a year to try and reactivate them. On the other end of the spectrum, customers in a loyalty program are, well, pretty loyal. They like your brand, so they probably won’t mind if you show up in their inbox much more regularly.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Put customers in the driver’s seat\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"345\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190623\u002Femail-cadence-bonobos.png\" alt=\"Email cadence options from Bonobos.\" class=\"wp-image-50063\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190623\u002Femail-cadence-bonobos.png 600w, \u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190623\u002Femail-cadence-bonobos-450x259.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">One surefire way to find out what your customers want is to ask them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One way to do that is by adding cadence options to your email sign-up screens. Customers will be less likely to unsubscribe if they feel in control. Plus, you’ll collect valuable insights you can use to find the best cadence for the list as a whole.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You can also include a link to manage those preferences in your email footers. That way, customers can turn the flow down to a trickle instead of unsubscribing altogether.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--let-s-recap\">Let’s recap\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Like a competitive runner, pay attention to your cadence and how it affects your performance.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Make conscious, logical choices as you set up campaigns, and you’re off to a good start.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">View your email cadences through your customers’ eyes to get even closer to the finish line. And the final stretch? That’s just a bit of fine-tuning.\u003C\u002Fp>",8,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190620\u002Femail-cadence-feature-1.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190620\u002Femail-cadence-feature-1-450x262.jpg","An email cadence infographic.",597,1024,[43],{"id":44,"slug":44,"title":45,"path":46},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185931\u002Femail-marketing-ressource-feature-450x263.jpg",53426,"email-marketing-resource","Email marketing resource round-up: The best tools, insights and advice for 2021","Eight unique email marketing resources with tools and insights to build your skills and boost your campaigns. ","\u002Fblog\u002Femail-marketing-resource\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190707\u002Femail-segmentation-feature-450x294.jpg",49527,"email-segmentation","Email segmentation: Organize your way to better email performance","Segmented emails perform better – a lot better. Learn how to group your contacts to get the most out of email segmentation.","\u002Fblog\u002Femail-segmentation\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185920\u002Fabandoned-cart-email-feature_1-450x263.jpg",53638,"abandoned-cart-email","The art of the abandoned cart email: How to bring customers back and save the sale","80% of online shopping carts are abandoned. Fortunately, abandoned cart emails can bring those customers back. We've outlined the best tips and examples, so you can get more out of your abandoned cart campaigns. ","\u002Fblog\u002Fabandoned-cart-email\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789102905739]