Email Cadence

What is Email Cadence?

Email cadence refers to the timing and frequency of emails sent to prospects or customers. It's the rhythm of your outreach—how often you send, how much time between touches, and when to stop.

Cadence Elements:

Element	Purpose	Best Practice
Touch Count	Total emails in sequence	5-7 for cold outreach
Spacing	Days between emails	3-5 days for B2B
Duration	Total length of sequence	2-4 weeks
Stop Point	When to disengage	After no response to 5-7 touches

The 3-7-7 Framework: A proven cadence pattern—initial email, follow-up after 3 days, final follow-up 7 days later.

Why Email Cadence Matters

The right cadence balances persistence with respect. Too infrequent and you're forgotten; too frequent and you're annoying.

Cadence Impact:

• Response Rates: Proper timing maximizes engagement
• Deliverability: Frequency affects spam filters
• Brand Perception: Cadence shapes how you're viewed
• Sales Efficiency: Optimizes rep time and effort
• Pipeline Health: Consistent follow-up creates movement

Best Practice: For B2B cold outreach, send 3 emails total—initial, follow-up after 3 days, and final follow-up 7 days later.

Benchmarks

Cadence Approach	Touch Count	Timing	Response Rate
Conservative	3-4 emails	Spaced 5-7 days	Lower volume, higher quality
Standard	5-7 emails	Spaced 3-5 days	Balanced
Aggressive	7-10 emails	Spaced 2-3 days	Higher volume, more complaints

Industry Standards:

• Optimal B2B cadence: 5-7 emails over 2-3 weeks
• Space follow-ups: 3-5 days apart
• Stop after: 5-7 touches with no response
• Response timing: Most replies come after 2-3 touches

Best Practices

1. Use the 3-7-7 Framework: Email, 3-day follow-up, 7-day final
2. Space 3-5 Days Apart: Maintains visibility without intrusion
3. Limit to 5-7 Touches: After that, diminishing returns
4. Add Value Each Time: Every email should offer something useful
5. Mix Channels: Combine email with LinkedIn, phone, video
6. Test Timing: Experiment with day-of-week and time-of-day
7. Respect Stop Points: Don't email after clear disinterest
8. Track by Segment: Different cadences for different prospect types

Common Mistakes

• Sending too frequently (triggers spam filters and complaints)
• Following up too aggressively (damages brand perception)
• Not following up enough (prospects forget you)
• Spacing emails unevenly (confuses rhythm)
• Not having clear stop rules (harasses uninterested prospects)
• Using same cadence for everyone (one size doesn't fit all)
• Ignoring engagement signals (keep going vs. stop)
• Not testing and optimizing cadence over time

Key Takeaways

• Email cadence is the timing and frequency of your outreach
• The 3-7-7 framework works well: email, 3-day follow-up, 7-day final
• Space emails 3-5 days apart for B2B cold outreach
• 5-7 touches is optimal—more has diminishing returns
• Stop after no response to 5-7 touches
• Test cadence timing for your specific audience
• Balance persistence with respect
• Add value with every touch, not just "checking in"

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Sources:

• Email Cadence Best Practices - Outreach.io
• Email Frequency Best Practices 2025 - MailReach