Set Cadence by Intent, Not by Team Anxiety

Cadence should track readiness, not internal pressure. High-intent events can support tighter spacing Demo request, trial signup, purchase, cart abandonment, and onboarding steps create a natural expectation of follow-up. Low-intent events need more room Top-of-funnel subscriptions and broad list promotions need stronger value per send and more breathing room between touches. Deliverability punishes nervous over-sending When timing is misaligned, complaints, deletes, and silent disengagement rise. That turns a sequence problem into a reputation problem.

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