Email marketing has consistently proven to be a powerful tool for eCommerce brands, helping them drive engagement, build relationships, and increase sales. However, one crucial element that is often overlooked is finding the right email cadence. In this article, we will explore what email cadence is, why it matters, and how you can determine the optimal frequency for your brand's email campaigns.

What is Email Cadence?

Email cadence refers to the frequency and timing of your email campaigns. It includes the number of emails sent within a specific time frame and the intervals between each email. Finding the ideal cadence for your brand is crucial as it directly impacts your engagement rates, customer satisfaction, and ultimately, your bottom line.

The Importance of Email Cadence

1. Maintaining Consistent Communication

An optimised email cadence ensures that your brand remains top-of-mind for your subscribers. By establishing a regular communication rhythm, you create anticipation and build trust with your audience. Consistency in your email schedule assures your subscribers that they can rely on your brand for valuable content, promotions, and updates.

2. Maximising Engagement

Email cadence plays a critical role in achieving optimal engagement rates. Sending emails too frequently can overwhelm your subscribers, leading to higher unsubscribe rates or being marked as spam. On the other hand, infrequent emails can cause your brand to fade into the background, decreasing engagement and missed sales opportunities. Striking the right balance will help you maintain an engaged audience who eagerly anticipates your emails.

3. Customising the Customer Experience

Every subscriber is unique, and understanding their preferences is crucial to delivering personalised experiences. By tracking engagement metrics such as opens, clicks, and conversions, you can tailor the email cadence to individual subscriber preferences. This customisation enables you to provide relevant content, product recommendations, and promotions, ultimately leading to higher conversion rates and customer satisfaction.

Determining Your Ideal Email Cadence

While there is no one-size-fits-all approach to email cadence, there are some guidelines to help you determine what works best for your brand:

1. Understand Your Audience

Take the time to analyse your subscriber's preferences, behavior, and demographics. Identify patterns in engagement levels and keep track of which emails generate the most interest. Surveying your audience to gather direct feedback is also a valuable method in understanding their email preferences. The more you understand your subscribers, the better you can tailor your email cadence to their needs.

2. Test and Learn

Experimentation is key when determining the optimal email cadence. Start by testing different frequencies and observe how your subscribers respond. Monitor open rates, click-through rates, and conversion rates to gauge the impact of cadence changes. Keep in mind that what may work for one brand may not work for another, so continuously monitor and iterate based on your specific results.

3. Segment Your Audience

Different segments of your audience may have varying preferences when it comes to email cadence. Segmenting your list based on factors such as engagement levels, demographics, and purchase history allows you to tailor the frequency of emails to match the needs of each group. This level of personalisation ensures that you are providing the right content at the right time, driving engagement and conversions.


Finding the right email cadence is a critical component of a successful email marketing strategy. It requires a deep understanding of your audience, a commitment to testing and learning, and the ability to deliver personalised experiences. By unlocking the power of email cadence, you can build stronger relationships, maximise engagement, and drive meaningful results for your eCommerce brand.

At Flowstate, we specialise in helping eCommerce brands optimise their email marketing strategies.

Contact us today to discover how we can elevate your brand's email cadence to unlock its full potential.