Definition
Email cadence is the planned pattern of how often and when emails are sent to a subscriber or segment. It is more than just frequency. Cadence includes timing, spacing, sequencing and the overall rhythm of communication across a week, month or customer lifecycle.
A good email cadence balances staying top of mind with avoiding fatigue. Too few emails and subscribers forget the brand. Too many and unsubscribe rates, spam complaints and disengagement rise. The right cadence depends on audience expectations, content value, industry norms and the subscriber's lifecycle stage.
Cadence should be intentional, not accidental. It is often documented in an email calendar or frequency policy and may vary by segment. New subscribers, highly engaged users and lapsed subscribers often need different cadences.
Best Practices
- Set expectations about frequency during the signup process.
- Segment cadence by engagement level and lifecycle stage.
- Monitor unsubscribe rates and engagement trends as you change frequency.
- Use a preference centre so subscribers can choose their own cadence.
- Avoid sudden large increases in send frequency; ramp gradually.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Above the Fold in Email
Above the fold in email refers to the content visible to a recipient before they scroll, a critical area for first impressions and primary calls to action.
Account-Based Marketing Email
An account-based marketing email is a highly targeted message sent to a specific organisation or decision-maker group as part of a focused B2B strategy.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
B2B Email Marketing
B2B email marketing targets business professionals and organisations with longer sales cycles, educational content, and relationship-driven campaigns compared to B2C email.
B2C Email Marketing
B2C email marketing focuses on sending targeted promotional and transactional emails to individual consumers, emphasising personalisation, urgency, and direct response.
Frequently Asked Questions
There is no universal ideal. It depends on your audience, content value and industry. Most B2C brands send 1 to 5 emails per week, while B2B brands often send 1 to 4 per month.
Frequency is how many emails are sent. Cadence includes the timing, spacing, rhythm and sequencing of those emails.
Yes. Inconsistent or excessive cadence can increase complaints and unsubscribes, which harm sender reputation.
Test different frequencies, monitor engagement metrics, survey subscribers and use preference centres to let audiences self-select.
Yes. Engaged subscribers can handle more emails. Lapsed or new subscribers should receive fewer, more targeted messages.