How to Tailor Email Cadence to Different Segments
In this segment of Jimmy Kim's video on email marketing, he explains how to customize email frequency based on subscriber engagement levels. He outlines a tiered cadence: VIP or highly engaged subscribers receive up to five emails per week, general subscribers get around three, and unengaged contacts receive only one. He notes that most ESPs allow you to exclude specific segments from certain sends, enabling you to protect inactive lists from over‑mailing while still delivering full volume to engaged users. He then introduces a complementary strategy of maintaining a steady baseline cadence of two to three emails per week for the whole list, and ramping up to five‑to‑seven emails during product launches or major campaigns. This “baseline‑plus‑burst” approach trains subscribers to expect regular communication while signaling that higher volume indicates something important, helping to balance engagement, list health, and revenue potential.
