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A cadence in business refers to the frequency of the occurrence of a regularly planned event or thing. There are two major types of cadences in business, which are the marketing email cadence and the sales cadence. Although the two are often confused, each of them is unique.

Marketing Cadence vs Sales Cadence

A marketing email cadence refers to the specific sequence a salesperson uses to deliberately send emails packed with content that aligns with the needs of prospects and current clients at a particular time in their buyer’s journey.

A sales cadence, on the other hand, is a specific set of points of interaction with a prospective client aimed at creating a connection that would lead to sales. Unlike marketing email cadence, which is sent out primarily via email, the points of interaction for a sales cadence include emails, phone calls, texts, blogs, social media, linked connections, etc.

Benefits of Content Cadences

Here are the main benefits of sending content cadences:

  • It is easy to track the journey with a certain prospect or client
  • Makes the process of a lead generation more effective and efficient
  • Allows salespersons to remain consistent between each interaction with a prospective client. A salesperson will often need to contact a prospective more than once before the client makes a purchase.
  • Sales cadence allows you to contact your leads using more than one interaction channel such as texts, social media, email, or phone calls, allowing you to establish what channel of communication your lead prefers.
  • When a sales cadence is combined with a company’s outbound marketing strategy, it improves engagement and promotes your business.

4 Quick Steps on How to Design an Effective Marketing Email Cadence

Statistics show that over 300 billion emails are sent and received every day across the world. And the number of email users continues to rise day by day. That’s why email marketing is, without a doubt, one of the most popular digital marketing strategies. And at the heart of email marketing, lies email cadence.

Email cadence is the key determinant of whether your marketing campaigns will bear fruit or not. Thus, your company’s sales team must invest ample time in designing an email cadence that will turn your prospects into clients.

Here are some quick yet sure steps on how to design an email cadence that sells!

  1. Begin by Setting the Goals of your Email Cadence

The primary purpose of an email cadence is to walk prospects through a journey. Here’s the big question: what journey are you guiding them through?

You need to understand why you are designing and sending your marketing emails. Because if you work with no goal, you’ll only end up wasting your time and resources.

Now that you know the goal of your campaign, it’s time to come up with the strategy you’ll use to reach your end goal. Break down the strategy into different parts, to make it easier for you to progress forward.

  1. Always Try to Understand the Mindset of each of your Prospect.

The main goal of cadences is to humanify a brand. You want the prospect or client to feel that you know their needs and that you have the right solution for them.

However, different prospective clients will be at different stages in their buyer’s journey. The buyer’s journey is subdivided into awareness, evaluation/consideration, and finally purchase. Thus, you need to ensure that the email you’re sending to a client indeed aligns with the stage they’re in their buyer’s journey.

Luckily, there are several great automation software that can tailor emails to match the needs of each prospect.

  1. Personalize the Content of the Email

As email marketing continues to gain popularity day after day, that only means that individuals are also receiving numerous marketing emails every day. What will make yours stand out? Personalization. A client is more likely to read through an email where they have been addressed by name compared to those where they are addressed by general salutations such as “dear recipient”

Fortunately, there are several email marketing software that lets you personalize the subject line and cadence content depending on the recipient’s interests and behavior.

  1. Test out Different Frequencies until you Achieve the Optimum Frequency

Finally, the secret to having an effective marketing cadence is by getting the frequency right. Do your research to find out what frequency is working for others in the same business as you. Using this frequency, begin to send out your emails and track the results. Adjust the frequency as needed until you find the optimum frequency.

4 Quick Steps on How to Design an Effective Sales Cadence

Like in designing a marketing email cadence, you will also need to put your best foot forward in designing an efficient and effective sales cadence that yields optimum results.

Here are a few quick steps on how to design an effective sales cadence.

  1. Identify and Study your Target Audience

Although it may be tempting to cast your net to wider waters by sending out sales cadences to a larger audience, it would be useless if none of them is interested in your products or services. That’s why this step is extremely crucial to the success of your sales cadence.

To identify your target audience, you need to ask yourself: Who are they? Where are they? How much do they earn? What problems are they experiencing in their buyer’s journey?

The answers to these questions will help you in narrowing down the choice of your target audience.

  1. Choose the Communication Method You’ll Use

Study your target audience and determine what methods of communication they prefer the most based on their interests and behavior.

  1. Make the Initial Contact

Now it’s time to establish contact with your prospect using the communication channels you identified in step 2 step above. Please note that it may take approximately 8 to 12 touchpoints before you can proceed to step 4.

However, don’t do all follow-ups in one day. Skip a few days and wait to see if your prospect will get back before trying to reach them again.

  1. Set a Duration for your Sales Cadence

Most sales cadence lasts between two to four weeks. The duration may, however, vary from one cadence to the other.

With this in mind, plan on the frequency you’ll contact your targets and keep them engaged with top-notch content that matches their exact buying needs.


The key difference between email cadences and sales cadences is that while marketing cadences use emails as their primary channel of communication, sales cadences give salespersons the freedom to research and use multiple communication channels that the target audience seems to align to. However, each plays a major role in your digital marketing efforts and should be taken with equal measure.