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Hi 👋🏻
Of all the mistakes we talk about, newsletter cadence will be in the top 5.
I’ve seen this happen many times, and I’ve also told people inside the Insideletter community to work on this seriously. If you ignore cadence now, it becomes a much bigger problem later.
Inconsistency weakens readers’ trust
When readers do not know when to expect your emails, they slowly disconnect from your newsletter. One week, they receive three emails from you, and then there is complete silence for two weeks. After that, another email suddenly appears in their inbox, often asking them to buy something or pay attention again.
If you send the email with this inconsistency, then they will eventually unsubscribe, which will harm your business.
Most people think the only problem is sending too many emails, but sending randomly can be equally damaging. Readers forget why they subscribed in the first place because there is no predictable rhythm that keeps your newsletter present in their minds.
Sending more or less is up to you and what you promised to your readers. But inconsistency has no place.
Consistency creates familiarity
A strong newsletter creates familiarity over time. Readers should subconsciously know when your email is coming because that rhythm builds a habit. As you know I’ve been sending emails sharp at 7:00 PM IST. You know it, and I keep saying it on LinkedIn or other social media.
The goal is not to send as frequently or as infrequently as possible. The goal is to create a schedule that you can realistically maintain for a long period without an issue.
A weekly newsletter that arrives every Tuesday will almost always perform better over time than a daily newsletter that becomes inconsistent after a few weeks. Consistency compounds because readers become more engaged, open rates become more stable, and writing becomes easier when you are operating on a reliable schedule.
Treat cadence like a promise
The best newsletter creators treat cadence like a product promise, because after all, you’re solving a certain issue or filling a gap with your newsletter. If you say your newsletter is weekly, readers should receive it weekly. If you commit to sending twice a week, that schedule should remain dependable.
Readers can forgive an average email because not every issue will be exceptional. What they rarely forgive is unpredictability because inconsistency slowly trains them to stop expecting your newsletter altogether.
And don’t forget the key fact, they receive 100s of emails everyday, it’ll not take much time to forget your stuff.
Did you like it?
You have to train your audience to read your emails, they are not the ones who’ll do the hard work. It has to be you! By the way, did you notice I have increased the frequency of newsletters? Yes, I didn’t tell you, but I’m sending 5-7 emails a week. Earlier I used to send 3 emails.
Hope it was helpful! Thanks for reading! See you soon!
Anirban ‘sending 7x NL now’ Das
