Email cadence—the timing and frequency of your email sequences—is one of the most critical factors in cold email success. Get it right, and you'll see significantly higher reply rates. Get it wrong, and you'll damage your sender reputation.
What is Email Cadence?
Email cadence refers to the timing, frequency, and sequence of emails in your outreach campaign. It determines when you send the initial email, how long you wait before following up, and how many follow-ups you send.
Why Cadence Matters
Proper cadence affects several key outcomes:
Reply Rates
Well-timed emails get more replies. Send too quickly, and you seem pushy. Send too slowly, and prospects forget about you.
Sender Reputation
Poor cadence can trigger spam filters or get you blocked. Consistent, well-spaced emails maintain better deliverability.
Conversion Rates
The right cadence guides prospects through your funnel effectively, leading to more conversions.
Optimal Email Cadence Patterns
Here are proven cadence patterns that work:
The 4-Email Sequence
This is one of the most effective patterns:
- Email 1: Initial outreach (Day 0)
- Email 2: First follow-up (Day 4)
- Email 3: Second follow-up (Day 8)
- Email 4: Final follow-up (Day 12)
The 5-Email Sequence
For higher-value prospects, extend to 5 emails:
- Email 1: Initial outreach (Day 0)
- Email 2: First follow-up (Day 3)
- Email 3: Second follow-up (Day 7)
- Email 4: Third follow-up (Day 12)
- Email 5: Final follow-up (Day 18)
Timing Best Practices
When you send emails matters as much as how often:
Best Days to Send
Research shows Tuesday through Thursday are the best days for B2B emails. Avoid Mondays (busy) and Fridays (low engagement).
Best Times to Send
Early morning (8-9 AM) and late afternoon (2-4 PM) tend to perform best. These times align with when people check their email.
Time Zone Considerations
Always consider your prospect's time zone. Sending at 9 AM their time is more effective than 9 AM your time.
Follow-Up Strategies
Effective follow-ups add value, not just reminders:
Add New Information
Each follow-up should include something new: a case study, relevant news, or additional value proposition.
Change the Angle
If the first email didn't work, try a different angle in the follow-up. Maybe focus on a different pain point or benefit.
Use Social Proof
Include testimonials, case studies, or customer success stories in follow-ups to build credibility.
Common Cadence Mistakes
Avoid these common pitfalls:
Sending Too Frequently
Sending emails daily or multiple times per day comes across as spammy and hurts your reputation.
Giving Up Too Early
Most replies come after the second or third email. Don't stop after just one attempt.
Using Generic Follow-Ups
"Just following up" emails get ignored. Always add value or new information.
Testing and Optimization
Continuously test and optimize your cadence:
A/B Test Timing
Test different send times and days to find what works best for your audience.
Monitor Metrics
Track open rates, reply rates, and conversion rates for each email in your sequence.
Adjust Based on Results
Use data to refine your cadence. If emails 2-3 perform best, consider starting with a stronger initial email.
Conclusion
Optimizing your email cadence is an ongoing process. Start with proven patterns, test different approaches, and continuously refine based on data. The right cadence can double or triple your reply rates, making it one of the highest-impact optimizations you can make.