Definition
Email cadence is the rhythm and schedule of your email sends: how often and when you email subscribers. Choosing 'when to send' means both the frequency and the specific days and times that make sense for your content and audience.
Set cadence based on a few inputs: your subscriber's tolerance for volume, the value of your content, your business goals, and behavioral data about when they engage. Consistency helps build an expectation and habit.
When it comes to exact timing, mid-week and mid-morning generally perform well, but your audience is the real authority. Test send days and times, then lock in the pattern your data shows works and honor it reliably.
Why It Matters
This matters because the choices you make here show up directly in your results. Test send days and times, then lock in the pattern your data shows works and honor it reliably. When this is handled well it supports engagement, delivery, and the trust subscribers place in your brand; when it is neglected, the effects tend to show up in declining performance and harder-to-fix problems further down the line.
Best Practices
- Start with the fundamentals of Email Cadence When to Send and build from a clear baseline, so later improvements are measurable rather than assumed.
- Keep Email Cadence When to Send consistent with how the rest of your email programme works, so no single initiative works against another.
- Review how Email Cadence When to Send is handled in your own data and adjust from what you see, rather than copying what another brand does.
- Test one change at a time and measure the effect before rolling it out more widely.
- Revisit your approach to Email Cadence When to Send regularly, because audience behaviour and inbox technology keep moving.
- Make sure the basics — relevance, timing, and honesty — are solid before chasing more advanced tactics.
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Related Glossary Terms
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.
Behavioral Email
Behavioral email is a message triggered by a subscriber's action, inaction, or engagement pattern, making it more relevant than scheduled broadcast sends.
Behavioral Segmentation
Behavioral segmentation is the practice of grouping subscribers based on their actions, such as opens, clicks, purchases, browsing and engagement patterns.
Frequently Asked Questions
Balance your audience's tolerance and your content value with business goals, choose a sustainable frequency, and test days and times until you find what your subscribers reward.
Consistency helps build habit and expectation, so a reliable pattern often outperforms erratic timing. Lock in what your data shows works and stick to it.
Mid-week, mid-morning (around 8-11am) is a strong common default, but test against your audience, timezone and engagement data rather than trusting generic benchmarks.