Definition
Email send cadence is the pattern and frequency with which a brand sends email to its subscribers, such as daily, weekly, or monthly, and how those sends are spaced. It also accounts for differences across segments and lifecycle stages. Getting cadence right means sending often enough to stay relevant without overwhelming the audience into fatigue or unsubscribes.
How It Works
Cadence is driven by audience expectations and the value each send delivers. A daily deals newsletter may legitimately send every day because subscribers signed up for that rhythm, while a B2B newsletter might send weekly or monthly. Cadence also varies by lifecycle stage: a welcome email series may send several messages in the first week, while a re-engagement campaign might reach out sparingly to lapsed contacts.
The consequences of poor cadence are measurable. Sending too frequently often increases unsubscribe rate and spam complaints, while sending too infrequently can let a brand fade from subscribers' attention and erode list engagement. Because the optimal rhythm varies by audience, many teams test cadence through frequency testing rather than assuming a single answer.
Best Practices
- Set cadence based on the audience's stated or observed expectations.
- Vary cadence by lifecycle stage and engagement level.
- Monitor unsubscribe rate and complaint rate as early warning signs.
- Test frequency changes on a subset before rolling out broadly.
- Prioritize send value over raw volume.
Example
A retail brand currently sends three promotional emails per week and notices a rising unsubscribe rate. It tests a two-per-week cadence with a segment and finds engagement holds steady while unsubscribes fall. The brand adopts the lighter cadence, preserving list health and sender reputation without losing revenue.
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Related Glossary Terms
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AI Inbox
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Frequently Asked Questions
There is no universal answer. The right cadence depends on audience expectations, content value, and observed engagement, and is often found through testing.
Rising unsubscribe rate, falling open rate, and increased spam complaints are common signals that cadence may be too aggressive.
Not necessarily. Segmenting cadence by engagement level or preference lets you send more to active subscribers and less to the less engaged.