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.
Was this useful?
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.