Email cadence
In short
Email cadence is the schedule on which you send emails to a prospect or contact: how many messages, how many days apart, and for how long.
It is about rhythm, not content. Cadence answers "when and how often," while the sequence answers "what is sent, in what order." Good cadence follows up persistently without becoming noise.
Cadence vs. sequence
An email sequence is the set of messages in order. The cadence is the spacing and frequency of those messages. A sequence of four emails can run on a tight cadence of every two days or a loose one of every week.
What makes up a cadence
- Number of touches: How many emails before you stop.
- Spacing: Gaps between messages, often shorter early and longer later.
- Total length: The window, such as two to four weeks.
- Send timing: Days and hours when your buyers read email.
- Stop rules: Pause on a reply, meeting, or bounce.
How to design one
Match it to the deal
High-value accounts warrant more thought and slower, more personal pacing. High-volume segments can run tighter cadences.
Space for new value
Each follow-up should add something, such as a case, a question, or a relevant trigger, rather than repeat the first email.
Add other channels
Mix in calls or LinkedIn touches between emails so the cadence does not rely on one channel.
Test and adjust
Change one variable, such as spacing, for a segment and compare reply rate over a few weeks.
An example
Say a team sets a 14-day cadence: email on day 1, follow-up on day 3, a different angle on day 7, and a short breakup note on day 14. Replies or bounces stop it automatically.
Common mistakes
- Too frequent: Daily emails raise spam complaints and opt-outs.
- Too long: Weeks of identical reminders harm reputation.
- No stop logic: Prospects who replied still get automated messages.
- One cadence for everyone: Segments behave differently and need tuning.
Email cadence FAQs
What is an email cadence?
An email cadence is the schedule for sending emails to a prospect, including how many messages are sent, how many days apart, and over what total period. It defines rhythm and frequency rather than message content.
What is the difference between an email cadence and an email sequence?
An email sequence is the ordered set of messages a prospect receives. The cadence is the timing and frequency of those messages. The same sequence can run on different cadences, such as every two days or every week.
How many days should you wait between follow-up emails?
There is no universal answer. Many teams use shorter gaps early, such as a few days, and longer gaps later. Test spacing by segment and compare reply rates, and stop automatically when a prospect replies.
How many emails should an email cadence include?
It depends on deal value and audience, but most outbound cadences use a handful of emails over a few weeks. Each touch should add new value, and the cadence should end cleanly rather than continue indefinitely.
